India’s D2C Accessories Market Is Broadening Beyond Jewellery
India’s D2C fashion and accessories market is evolving from single-category brands to multi-category lifestyle platforms. As online discovery improves and quick commerce shortens delivery cycles, affordable accessories are seeing demand not just in metros but across Tier II and III markets. This shift is pushing brands to invest in distribution depth, faster fulfilment, and offline touchpoints.
Funding Snapshot and Expansion Focus
D2C accessories brand Salty has raised ₹30.1 crore (around $3.6 million) in a fresh funding round led by MG Investment. Existing investors Anicut Capital, All In Capital, and JK Group, along with new angel investors, also participated.
The capital will be used to strengthen the core team, expand distribution across ecommerce and quick commerce platforms, and improve nationwide delivery speeds.
What Salty Is Building
Founded by Kanishka Garg, Sonaal Goel, and Twisha Gupta, Salty operates in the affordable accessories segment, selling primarily through online channels. While the brand started with jewellery, it is now expanding into watches, sunglasses, scarves, belts, and bag charms, with plans to launch Salty Bags. The company shipped to over 18,000 pincodes in the last year, signalling strong non-metro demand. Salty is also preparing to open its first flagship offline store as part of its omnichannel strategy.
Why This Funding Matters
Salty’s raise reflects growing investor interest in D2C brands that combine category expansion with distribution efficiency rather than relying only on paid marketing. As accessories become a repeat-purchase, quick-commerce-friendly category, brands that balance online scale with selective offline presence could build durable consumer franchises. For Indian founders, the takeaway is clear: depth of distribution and operational speed are becoming as important as brand aesthetics in the next phase of D2C growth.
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