Asaya, a Bengaluru-based skincare brand built on research and clinical validation, has raised ₹28 crore in its pre-Series A round. RPSG Capital led the investment, with participation from Dot & Key co-founders Suyash Saraf and Anisha Agarwal Saraf. Existing investors OTP Ventures and Huddle Ventures also joined the round, showing continued confidence in the brand’s vision and execution.
The funding marks a pivotal moment for Asaya. The brand has already carved a niche in hyperpigmentation solutions, one of the biggest skincare concerns in India. With this fresh infusion of capital, Asaya plans to set up an innovation center, expand its product line, and scale operations across the country.
Building a Brand on Research and Experience
Three veterans of the FMCG industry founded Asaya. Each founder carries more than two decades of experience in building and scaling consumer brands. They combined their expertise to address a glaring gap in India’s skincare market: effective, clinically validated solutions for hyperpigmentation.
Hyperpigmentation impacts millions of Indians due to high sun exposure, pollution, and genetic factors. Many products on the market promise results but often fail to deliver consistent efficacy on Indian skin tones. Asaya entered this space with a research-backed approach, using dermatological science as the foundation of its products.
The founders built the brand around efficacy, trust, and measurable results. They placed clinical validation at the center of product development and ensured that every formulation could demonstrate visible outcomes. This research-driven strategy helped the company stand out in a crowded market and win consumer trust quickly.
The Power of MelaMe™
At the heart of Asaya’s success lies its patented molecule, MelaMe™. Designed specifically for Indian skin types, MelaMe™ addresses hyperpigmentation with speed and precision. Clinical studies show that it delivers visible results within 14 days, a claim few competitors can make with scientific backing.
Unlike generic formulations, MelaMe™ targets melanin production at its source. It regulates pigmentation pathways without causing irritation, making it both safe and effective for long-term use. This breakthrough not only differentiates Asaya from other brands but also sets new standards for evidence-based skincare in India.
Consumers responded strongly to the efficacy of MelaMe™. Word-of-mouth recommendations and repeat purchases fueled rapid adoption. Dermatologists also endorsed the product, adding credibility and reinforcing the brand’s science-first positioning.
Explosive Growth
Asaya recorded 400 percent year-on-year growth, reflecting strong demand and scalable business fundamentals. The company’s success shows that Indian consumers increasingly value products that combine innovation with transparency.
This growth also highlights a larger shift in the Indian skincare market. Younger consumers demand fast results, clear science, and formulations tailored to local skin needs. Asaya captured this wave effectively by presenting itself as a brand that blends global standards with Indian relevance.
The leadership team credits its success to disciplined execution, smart channel partnerships, and relentless focus on research. By investing heavily in clinical trials and consumer education, the brand created a loyal base that continues to grow organically.
Fresh Capital for Expansion
With the ₹28 crore pre-Series A round, Asaya plans to accelerate its innovation pipeline. The company will establish a state-of-the-art innovation center to house R&D, clinical testing, and formulation design. This facility will allow the team to create solutions faster while ensuring rigorous scientific validation.
The brand will also expand its operations nationwide. Distribution remains a key priority, with a focus on reaching consumers through quick-commerce platforms, e-commerce marketplaces, and select offline partnerships. By strengthening its omnichannel presence, Asaya aims to capture urban and semi-urban markets simultaneously.
In the next twelve months, Asaya will launch six new products. One of these will include another patented molecule targeting a major Indian skin concern. While the brand has not disclosed details, insiders suggest it will address issues like acne scarring, sensitivity, or premature aging—concerns that rank high among Indian consumers.
This product pipeline reflects Asaya’s ambition to become the go-to brand for science-backed Indian skincare.
Strategic Investor Support
The investor mix in this round brings both capital and strategic expertise. RPSG Capital, a leading growth investor, brings operational knowledge and scaling experience across multiple sectors. Their involvement signals confidence in Asaya’s potential to become a category leader.
Dot & Key co-founders Suyash Saraf and Anisha Agarwal Saraf add entrepreneurial credibility from within the skincare ecosystem. Their journey in building a successful D2C brand provides Asaya with valuable insights into consumer behavior, digital marketing, and distribution strategy.
Meanwhile, OTP Ventures and Huddle Ventures, both existing investors, reaffirmed their commitment. Their continued participation shows faith in Asaya’s execution and growth trajectory. Together, this diverse investor base equips Asaya with not just money but also mentorship and networks to accelerate expansion.
Innovation at the Core
Asaya places innovation at the center of its identity. The upcoming innovation center will serve as a hub for experimentation and product development. The brand plans to integrate dermatological research, consumer testing, and advanced formulation technology under one roof.
By keeping R&D in-house, Asaya ensures tighter quality control and faster turnaround times. This approach also allows the company to respond quickly to emerging skincare concerns in India. With hyperpigmentation addressed through MelaMe™, the team can now channel resources into tackling other conditions prevalent in Indian demographics.
This model mirrors successful global brands that built reputations on science-backed innovation. By localizing this model for India, Asaya positions itself to lead a new era of evidence-based skincare in the country.
Expanding Distribution Channels
Quick-commerce platforms will play a critical role in Asaya’s expansion. Consumers increasingly expect fast delivery of personal care products, and Asaya intends to meet that demand. By integrating with platforms like Blinkit, Zepto, and Swiggy Instamart, the brand can deliver products to urban consumers within minutes.
E-commerce marketplaces like Amazon, Nykaa, and Flipkart will continue to serve as primary sales channels. At the same time, the company plans to explore offline distribution selectively, targeting dermatology clinics and premium retail outlets. This hybrid distribution strategy ensures both accessibility and premium positioning.
The brand also aims to double down on consumer education through digital platforms. By sharing scientific evidence, before-and-after results, and dermatologist endorsements, Asaya will reinforce its credibility while expanding its consumer base.
Future Outlook
Asaya stands at the cusp of a transformative journey. With proven product efficacy, explosive growth, and strong investor backing, the brand has laid a solid foundation. The next phase focuses on scaling nationwide, launching new products, and building long-term trust with consumers.
The brand’s science-first approach aligns with global skincare trends while addressing local needs. Indian consumers no longer settle for generic solutions; they demand products tailored for their skin type and backed by research. Asaya’s strategy directly taps into this evolving mindset.
If the company executes its roadmap successfully, it can redefine how Indian consumers perceive skincare. By merging innovation, transparency, and accessibility, Asaya has the potential to emerge as India’s leading research-backed skincare brand.
Conclusion
Asaya’s ₹28 crore pre-Series A funding marks more than a financial milestone. It represents growing recognition of the brand’s vision to transform skincare in India through research and innovation. By leveraging its patented molecule MelaMe™, rapid growth trajectory, and upcoming innovation center, Asaya is ready to scale new heights.
As Indian consumers continue to demand effective, science-driven solutions, Asaya’s journey could set a new benchmark for the entire personal care industry.
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