INCLUD, an up-and-coming kidswear brand in India, has secured ₹25.4 crore (about $2.9 million) in a pre-Series A round. The round was led by 3one4 Capital, with participation from existing investor Incubate Fund Asia.
This new funding will support INCLUD’s plan to strengthen its position among the newest and fastest-growing D2C brands in India. This builds on their previous $1.5 million raise in April last year.
INCLUD, founded in Gurugram, offers kids’ apparel for children ages 2 to 14. They have a wide selection of over 5,500 styles, including clothes and accessories like hairbands, handbags, and hats, with prices starting around ₹449. The brand aims to serve today’s mothers, who play a big role in buying decisions, by providing quality, variety, and frequent style updates. This strategy makes the kidswear category appealing in the Indian D2C market.
INCLUD has shown good growth, with monthly sales reaching nearly ₹2 crore. Their small, responsive team of about 25 people allows them to quickly make changes, make decisions efficiently, and bring products to market faster. This growth aligns with the trend in D2C consumer behavior in India, where customers prefer unique styles, good value, and frequent new product releases over standard inventory.
With the recent funding, INCLUD plans to grow its D2C business by investing in product creation, its supply chain, online marketing, and reach beyond major cities. While specific details on profitability or customer loyalty haven’t been shared, their past sales and the frequency of new products suggest a good rate of repeat purchases, which many D2C brands aim for. INCLUD faces competition from brands like Zip Zap Zoop, Kidbea, Ed-a-Mamma, and Nap Chief, all trying to gain market share in the kids’ fashion market.
Investors like 3one4 Capital and Incubate Fund Asia have shown confidence in INCLUD’s design, value, and branding, as well as its potential to grow in India’s competitive D2C market. 3one4 Capital, a notable early-stage VC, has been actively supporting consumer-internet and fashion-focused brands, making this investment consistent with its plan to invest in D2C brands with frequent purchases and customer loyalty in growing categories.
In the future, INCLUD is expected to expand its presence across different sales channels (online marketplaces and its D2C channels), possibly explore physical stores, broaden its style options, and move into related categories. As D2C startup news suggests, the kidswear market is ripe for innovation, especially from brands that understand social media trends, value pricing, and changes in family buying habits. INCLUD’s growth reflects the current state of India’s D2C market: new brands that combine speed, design, and digital reach are changing retail standards. If INCLUD can maintain product quality, manage its supply chain well, and scale its marketing efforts effectively, it could become one of the best-performing D2C brands in FY25 and possibly become a candidate for a future IPO as India’s consumer habits continue to change.
