The Gruhas Collective Consumer Fund (GCCF), launched in 2024, has invested in several consumer startups including the protein snack brand Superyou, lifestyle and fashion brand Fur Jaden, cold-pressed juice brand Fresh Press, baby snack brand Bebe Burp, loungewear brand Bummer, kids educational startup Emomee, and sexual wellness brand Bold Care.
“Closing Rs 100 crore in under a year is less about the number and more about what it says about India today. For the longest time, we believed foreign (companies) was better; now Indian founders are building brands that tell our own story,” said Kamath in a statement.
GCCF saw participation from institutional investors like 360 One Prime (IIFL Wealth), Anand Rathi, family offices, high net-worth individuals (HNIs), and others. The fund will be expanding its investment capacity by another Rs 50 crore through a green shoe option.
“With seven investments already in place, we are just getting started. Our commitment is to back the kind of founders and ideas that will define India’s evolving consumption story for decades to come,” said Vijay Subramaniam, founder and chief executive, Collective Artists Network. The fund projects an internal return rate of about 70%.
In January 2024, ET had reported that GCCF was looking to invest around Rs 150 crore in fashion and lifestyle, health and wellness, coffee and beverages, personal care, and food services.
Subramaniam had told ET during then that the fund would help upcoming brands connect with its network of artistes and creators. The company has managed top Bollywood actors such as Deepika Padukone, Ranveer Singh, Hrithik Roshan, and Shraddha Kapoor, cricketer Rishabh Pant, in addition to several social media influencers.
Kamath’s Gruhas is a venture capital firm that specialises in early-stage and debt investments in sectors including proptech, cleantech, and the consumer sector, among others. Some of its key investments in the consumer space include Licious, Mainstreet Marketplace, Printo, and Hatti Kaapi.