New Delhi, India — Direct-to-consumer (D2C) fashion and accessories brand Salty has raised ₹30.1 crore (approximately $3.3 million) in a new funding round led by MG Investment, with participation from existing backers Anicut Capital, All In Capital, and JK Group, as well as several new angel investors.
The fresh infusion of capital will help Salty strengthen its team, expand online retail operations, and enhance delivery capabilities to ensure faster fulfillment across India, the company announced in a press release.
Fueling Expansion in India’s Booming D2C Fashion Market
Founded in 2022 by Sonaal Goel, Twisha Gupta, and Kanishka Garg, Salty has quickly emerged as one of India’s fastest-growing affordable fashion and accessories brands.
The company focuses on offering high-quality, trend-led jewelry and lifestyle accessories at affordable prices through its online-first, direct-to-consumer model.
In just a short span, Salty has delivered products to over 18,000 pin codes across India, reflecting its strong demand beyond metropolitan cities and growing popularity in Tier II and Tier III markets.
With the latest funding, Salty plans to expand its product portfolio, launch new categories, and strengthen its presence on leading e-commerce and quick-commerce platforms.
Building a Creator-Driven Fashion Ecosystem
As part of its growth strategy, Salty aims to deepen engagement with India’s creator economy. The brand plans to collaborate with digital creators, co-launch collections with celebrities, and partner with other fashion labels to boost brand awareness and reach new audiences.
“Our goal is to make trendy, premium-quality accessories accessible to every young Indian consumer, regardless of where they live,” said Sonaal Goel, Co-founder of Salty. “This investment will help us scale operations, expand faster, and build a strong brand community powered by creators and customers.”
Previous Funding and Growth Journey
Prior to this round, Salty raised ₹5 crore in 2024 in a seed funding round led by All In Capital and Anicut Capital, which helped the brand strengthen its supply chain, optimize logistics, and expand its marketing initiatives.
With this new round of funding, Salty is set to accelerate its growth trajectory, tapping into India’s rapidly expanding online fashion and accessories market, which is projected to reach $25 billion by 2030 (according to Bain & Company).
About Salty
Founded in 2022, Salty is a direct-to-consumer (D2C) fashion and accessories brand that offers stylish, affordable, and high-quality jewelry and lifestyle products for the modern Indian consumer. The brand combines contemporary design, creator collaborations, and a digital-first retail approach to make premium fashion accessible across India.
Ruchi Kumar is the associate editor at Entrepreneur News Network and TVW News India, where she leads editorial strategy, brand storytelling, and startup ecosystem coverage. With a strong focus on innovation, business, and marketing insights, he curates impactful narratives that spotlight India’s evolving entrepreneurial landscape.