Smytten, a sampling and engagement platform for D2C brands, has raised Rs 100 crore or $13 million in pre-Series B round led by Fireside Ventures and Roots Ventures. The round also saw participation from Sharrp Ventures (Harsh Mariwala family office), Waao Partners (Pratul Shroff Family Office), Survam Partners (Munjal Family Office) and Sattva Group Family Office.
To date, Smytten has raised more than $20 million in institutional funding. Smytten also counts some marquee angel investors such as Rajan Anandan, ex-MD of Google India and South East Asia, and many other industry veterans as its early backers.
According to Smytten, the fresh proceeds will primarily be used for building many industry-first tech and data solutions with advanced applications of AI & ML to optimize the marketing funnel for D2C brands starting from new product development to consumer acquisition and retention.
Founded in 2015 by Swagat Sarangi and Siddhartha Nangia, Smytten hosts over 900 brand partners on its platform across lifestyle categories, ranging from fragrances, beauty and makeup, male grooming, food and beverages, baby and mother care, health and wellness and offers product samples to consumers across these categories to help them make the right purchase decisions.
It also offers its brand partners a suite of services, data and insights needed for scaling up customer acquisition, product development and channel expansion.
Many leading D2C and multi-national brands like Mamaearth, Plum, mCaffeine, WOW Skin, Maybelline, Man Matters, Bodywise, and The Man Company are already leveraging Smytten’s platform.