Direct-to-consumer accessories brand Salty has raised Rs 30.1 crore in a fresh funding round as it accelerates plans to build a scaled, affordable lifestyle accessories platform in India. MG Investment led the round, with participation from existing investors Anicut Capital, All In Capital, and JK Group, along with several new angel investors.
The funding arrives at a crucial stage in Salty’s journey as the brand sharpens its focus on scale, speed, and category diversification. The company plans to deploy the capital across team expansion, distribution growth, and logistics upgrades to support rising nationwide demand.
Focus on team building and faster nationwide delivery
Salty plans to use a significant portion of the proceeds to strengthen its core leadership, category, and operations teams. The founders believe that sharper execution and faster decision-making will support the brand’s aggressive expansion roadmap.
The company also aims to expand distribution across major e-commerce marketplaces and quick commerce platforms. With consumers increasingly expecting faster deliveries, Salty intends to invest in logistics partnerships, regional fulfillment capabilities, and backend technology to improve delivery speeds across India. These upgrades will help the brand improve customer experience and drive repeat purchases.
Expansion beyond jewellery into multiple accessories categories
Salty has begun scaling beyond its core jewellery business into adjacent accessories categories such as watches, sunglasses, scarves, belts, and bag charms. This broader assortment allows the brand to increase average order values while positioning itself as a complete accessories destination.
The company plans to apply its fast-fashion approach—rapid trend identification, quick launches, and affordable pricing—across each new category. Early traction in non-jewellery products has reinforced Salty’s confidence in its expansion strategy.
Salty Bags launch to unlock a larger market opportunity
As part of its category expansion, Salty is preparing to launch Salty Bags. Handbags and everyday carry accessories represent a large and growing market within India’s fashion ecosystem.
Through this launch, Salty aims to tap into higher-frequency purchase behavior while leveraging its existing digital audience. The brand plans to carry forward its design-first approach and competitive pricing to establish Salty Bags as a key growth driver.
First flagship store to mark entry into offline retail
Salty has also announced plans to open its first flagship offline store. This move marks the brand’s entry into physical retail as it adopts an omnichannel strategy.
The flagship store will serve as a brand experience hub where customers can explore the full product range, interact with new launches, and engage directly with the Salty brand. The company expects offline retail to strengthen brand recall and support long-term loyalty.
Strong demand from beyond metro cities
Founded by Kanishka Garg, Sonaal Goel, and Twisha Gupta, Salty operates in the affordable accessories segment with a digital-first distribution model.
Over the last year, the brand shipped products to more than 18,000 pincodes across India. This reach highlights strong demand from Tier II, Tier III, and smaller towns, where access to trend-driven accessories often remains limited. Salty has capitalized on this demand through efficient logistics and digital marketing.
Creator-led marketing and celebrity collaborations
Alongside product and channel expansion, Salty plans to increase spending on creator-led collaborations, celebrity-backed product drops, and strategic brand partnerships. Influencers and digital creators continue to play a critical role in shaping fashion discovery among younger consumers.
By launching limited-edition drops and co-created collections, Salty aims to drive engagement, create urgency, and strengthen its cultural relevance. The brand also plans to rely heavily on performance data to optimize marketing spends and campaign outcomes.
Investors back Salty’s execution and scale potential
Investors in the round have expressed confidence in Salty’s ability to execute at scale while maintaining affordability and design appeal. The brand’s wide geographic reach and strong demand beyond metros have reinforced its long-term potential.
As India’s D2C ecosystem continues to mature, Salty plans to focus on disciplined growth, operational excellence, and brand-building. With fresh capital and a clear expansion roadmap, the company aims to establish itself as a leading affordable accessories brand across both digital and physical retail channels.
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