Basil, a D2C consumer houseware startup, has made headlines by raising INR 3.6 crore in seed funding co-led by IIMA Ventures (formerly IIMA-CIIE) and Appreciate Capital.

Angel investors including Mohit Sadaani (Co-Founder of The Moms Co.), Brij Bhushan (Co-Founder of Magicpin), Abhishek Goyal (Co-Founder of Tracxn), Aprameya Radhakrishna (Co-Founder of Koo), and Malini Adapureddy (Founder of Deconstruct), also participated in the funding round.

As per the startup, the freshly raised funds will be used to bolster its D2C play. The startup plans to expand its reach via e-commerce channels and expand its product portfolio.

Basil | Non-toxic Lunch Products

Founded by Harini Rajagopalan and Mahesh Muraleedharan in 2023, Basil is a Bengaluru-based consumer houseware startup that offers non-toxic lunch products for kids & and adults. The Bengaluru-based startup has launched stainless steel bento boxes and bottles catering to the sensibilities of millennial parents and Gen Alpha in its first phase of scale.

Speaking on the development, Harini Rajagopalan, Co-founder of Basil, highlighted the brand’s mission to disrupt this overlooked space, infusing it with breakthrough designs based on market needs, premium materials, functional designs, and aesthetic appeal.

Rajagopalan added,

“With our launch product range, we aim to emerge as the preferred choice for Indian parents seeking the best for their children and, at the same time, be seen as a fun, cool, engaging & aspirational brand for kids.”

With the raised funding, the Bengaluru-based startup aims to deploy 30 percent of the capital in R&D. It will enable the startup to develop a nuanced view of market requirements and product design iterations, letting them clear the clutter to launch sought-after products.

The D2C consumer houseware startup sells pan-India on their D2C platform and Amazon. In the next 12 months, the consumer houseware startup plans to expand its product categories. It plans to launch lunch bags for kids and a newer range of bento boxes customized for working professionals.

The Indian consumer houseware market is expected to cross Rs 507 billion by 2027, as per a report by Datum Intelligence. This growth is backed by an evolving lifestyle of Indians, a high degree of urbanization, the proliferation of nuclear families, and technological advancement. Currently, categories within the houseware market, such as lunch boxes, drinkware, storage containers, and insulated products, contribute to 22 percent of the overall market share.

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