India: DSG Consumer Partners backs personal care startup Arata Zero Chemicals

Arata Zero Chemicals Co-founders Dhruv Madhok and Dhruv Bhasin

Personal care startup Arata Zero Chemicals has raised Rs 3.5 crore (around $493,000) in a funding round led by early-stage venture capital firm DSG Consumer Partners.

According to an official statement, the seed round also saw participation from crowd funding platform AngelList India and Rajan Raghavachari, former personal care research and development director at Unilever.

Founded in 2017, the Delhi-based startup launched its vegan and chemical-free unisex skin and hair care products early last year. It sells its products online across various marketplaces as well as on its own website. It has also curated an offline presence across select modern trade stores in the Delhi-NCR region. It claims to have over 10,000 customers across India and plans to increase its reach through online marketing and distribution in the coming year.

The company aims to use the funds for new product development, marketing, building the team and investment in its online and offline presence.

“Consumers across the globe are becoming more conscious about the safety and efficacy of personal care products they use on a regular basis. At the same time, younger consumers are showing a strong preference for natural and plant-based ingredients,” said DSG Consumer Partners managing director Deepak Shahdadpuri.

“We believe there is huge scope for an honest, clean label everyday personal care brand that consumers can trust,” he added.

Consumer-focused investor DSG Consumer Partners has also invested in other natural personal care products like TheMom’s Co. DSGCP has $100 million under management and is now investing from DSGCP II fund.

Most recently it participated in a $25-million Series C round of its portfolio firm Drums Food, maker of greek yogurt brand Epigamia. DSG Consumer also led the Series A round of education technology firm Leverage Edu.

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