Zlade, a Pune-based direct-to-consumer personal care brand, has raised $1.5 million (around Rs 12.3 crore) in a fresh funding round from a clutch of investors, including Shivanssh Holdings and Bharat Forge Ltd’s deputy managing director Amit Kalyani, among others.

The personal care brand has also signed an exclusive partnership with BIC, a leading manufacturer of shavers and razor blades to introduce a complete portfolio of razors for men and women to India.

Zlade | Premium Grooming Brand For Men And Women

Co-founded by Harish Amritkar, Mihir Vaidya and Suraj Chaudhari in 2015, Zlade is a Pune-based D2C brand offering personal care and intimate hygiene products for men and women.

It offers a range of products, including manscaping trimmers, intimate hygiene solutions, razors and shaving essentials, among others. Currently, the D2C brand has over 10,000 retail outlets and aims to grow its physical presence to 30,000 retail outlets by FY24.

Speaking about the development, Mihir Vaidya, Co-founder and Co-CEO of Zlade, said,

“We are delighted to join hands with BIC. As a pioneer in the men’s grooming segment in India, we are singularly focused on building a brand that owns the men’s shaving and intimate grooming space. Over the past 4 years, it has been our constant endeavor to align with the right partner for getting superior quality razors to the Indian consumer at the right price. As we boost our operations by building an omnichannel presence, we needed the support of a legacy brand that could guide us on scaling up our capabilities.”

Commenting on the development, Yash Poddar, Co-Principal and Chief Investment Officer of Vikas Poddar Family Office (Shivanssh Holdings), said,

“Our investment in Zlade is in line with our thesis of investing in branded consumer products that are catering to problems of new India, scaling consistently, and have high recall value. We, as a family office, are excited to partner Zlade on their journey ahead.“

India is one of the fastest-growing markets for men’s grooming products, as per IMARC. Valued at $1.86 billion in 2021, the men’s grooming products market has a projected CAGR of 7.93 percent during 2022-2027.

The Pune-based direct-to-consumer personal care brand seeks to capitalize on this booming trend with its consumer-first approach, offering high-quality products at competitive prices compared to other leading brands in the segment.

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