House of Zelena (HOZ), the first modern mom-wear brand in India, has received seed funding in an oversubscribed round. Sprout Venture Partners and M Venture Partners co-led the investment, with participation from GSF and angel investors.
This round, which follows earlier angel funding, brings the total capital raised to $1.2 million. This shows confidence in HOZ’s purpose-driven story in the Indian D2C market.
HOZ, founded with a mom-first philosophy, combines D2C fashion and lifestyle with wellness and community building. At a time when Indian D2C brands are solving personal problems, HOZ is targeting an underserved group: mothers needing functional and supportive apparel during pregnancy and postpartum.
Hina Priyadarshini, HOZ’s co-founder and a mother of two, started the company after noticing a lack of functional clothing and helpful resources for women during motherhood. HOZ aims to be a D2C ecosystem in India that combines clothing, education, and support. This focus has helped the brand stand out.
In the past two years, HOZ has built a community of over 250,000 mothers across India. The brand gets over 45 million organic impressions monthly through its website, showing its strong product-market fit and organic growth. Every purchase includes ZelenaCare, which offers free motherhood consultations, postpartum guidance, wellness education, and support. This community-first approach shows that trust, relevance, and empathy drive brand loyalty in the D2C market.
HOZ is also different because of product launches such as postpartum leggings, loungewear, and leakproof innerwear, which are the first of their kind in the Indian D2C market. These products put the brand in the wellness-led consumption category instead of trend-driven fashion.
The new funding will help HOZ improve its supply chain, speed up textile innovation, and grow its maternity and postpartum product line. HOZ also plans to grow its mom-first ecosystem through tech, community initiatives, and offline events—an omnichannel strategy that is becoming common among premium D2C brands in India.
Co-founder Mayank said that the brand wants to create a new category instead of competing in the apparel market. With this funding, HOZ plans to scale, offer recovery and comfort products at prices people can afford, and expand into postpartum recovery wear, intimate hygiene, and activewear.
Investors agree with this vision. Sprout Venture Partners mentioned the brand’s empathy and category-defining potential. M Venture Partners said that House of Zelena is changing how mothers are supported during a phase. These ideas align with D2C investor insights, where brands with strong communities, clear purpose, and long-term retention are getting more backing.
HOZ will also increase offline community engagement through events such as the #SafeToFeed café campaign and plans to introduce a refreshed brand look in September 2025. As the D2C business in India keeps growing, House of Zelena is building a movement, positioning itself as a leader in modern motherhood for India and beyond.
