India’s Brand Inventory Problem Needs a Dedicated Channel
Indian consumer brands routinely deal with excess and unsold inventory, but liquidation remains a sensitive problem. Clearing stock on mainstream marketplaces can dilute brand positioning, disrupt pricing discipline, and confuse primary customers. As D2C and omnichannel brands scale faster, the need for a clean, structured, and brand-safe liquidation channel is becoming more urgent.
Funding Snapshot and Use of Capital
Delhi-based startup For Real has raised ₹3.2 crore (around $385,000) in a pre-seed funding round led by Titan Capital.
The capital will be used to build For Real’s core technology platform, onboard additional brands, and drive early user adoption as the marketplace comes online.
What For Real Is Building
Founded by Anurag Sheth and Mohit Sheth, For Real is creating an online factory outlet marketplace exclusively for branded excess inventory. Unlike traditional ecommerce platforms that mix full-price and discounted products, For Real is designed as a separate off-price channel. This allows brands to liquidate limited-quantity stock per style without impacting pricing, discovery, or perception on their primary sales platforms. The marketplace is being built with different discovery mechanics suited to discounted, finite inventory.
Why This Funding Matters
For Real’s approach reflects a broader shift in Indian ecommerce, where brands are seeking more control over distribution and lifecycle management of inventory. With Titan Capital backing over 250 startups across consumer and enterprise categories, its bet signals confidence that off-price ecommerce can evolve into a standalone, scalable category in India. For founders, the takeaway is clear: solving brand pain points around margins and inventory hygiene can unlock meaningful platform opportunities beyond traditional marketplaces.
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