D2C brands engagement platform Smytten raises $6 Mn in Series A led by Fireside Ventures


Smytten, an India-based sampling and engagement platform for direct-to-consumer (D2C) brands, has raised $6 million in a Series A round led by Fireside Ventures.

The funding round also saw participation from Sharrp Ventures (Mariwala family office), Survam Partners (Suman Kant Munjal family office), and Waao Partners (Pratul Shroff family office). Existing investor Roots Ventures also participated in the round.

The startup will utilise the new investment in building tech and more data solutions to optimize the marketing funnel for D2C brands developed for customer acquisition, a best-in-class servicing infrastructure for consumers with the desired products.

Founded in 2015 by Swagat Sarangi, a former Google executive, and Siddhartha Nangia, a former Unilever executive. Moving forward, the start-up emphasizes the digitalization of the product trial experience for its users.

With over 5 million users, the startup is one of the largest D2C sample platforms in India. It empowers more than 700 product type partners on its platform to participate in a product sample every month.

Leading D2C brands like Mamaearth, Plum and mCaffeine are already using Smytten’s platform to reach out to the right users on a scale and deliver product experience through sampling.

Smytten lists other marquee angel investors like Rajan Anandan, ex-MD of Google India & South East Asia, and many other industry veterans as its first sponsors.

Speaking on the fundraise, Swagat Sarangi, Founder of Smytten, said, “We are primarily disrupting the pre-purchase buying experience of users. We see there is a lot of interesting data technology at play, which is a whitespace that we have identified, and that’s where Smytten was born. We’ll be investing a lot in building some new-edge technology for consumer brands, especially D2C brands.”

Japan Vyas, Managing Partner at Roots Ventures, said, “Smytten’s revenue has grown 8X since the time we invested. We strongly believe the integrated approach taken by the startup to solve the pre-purchase conundrum for consumers in the D2C space will see them lead a potentially $10 billion sampling and advertising market in the projected $100 billion D2C brand market by 2025.”

“It also has a great product-market fit for large international markets like Southeast Asia and the Middle East, making them the first port of call for every consumer brand,” he added.


  • Online Team Asia Tech is a team of Journalists, Entrepreneurs, and Enthusiast Writers who contribute to the platform by bringing everyday stories, updates, opinions and insights from the Asian Startup Ecosystem.

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