D2C is still going strong in India, especially in fashion, fitness, and lifestyle. Athleisure is growing super fast. Word is that Cava Athleisure, a new athleisure brand that’s big on social media, is talking about raising around ₹35 crore in funding, sources told IndianStartupNews.
Sharrp Ventures, the family office of Marico, might lead the round, with other investors joining in. If it happens, this would be Cava’s biggest funding round yet and a big step for a D2C startup that’s getting popular with Gen Z and millennials.
Cava already raised about ₹8–10 crore from Spring Marketing Capital and others, most recently in January 2024. Neither Cava nor Sharrp Ventures has said anything official, but these funding talks show that investors are feeling good about D2C fashion and lifestyle brands that are building communities through online sales.
Sisters Ria and Shreya Mittal, who were only 20 and 18, started Cava Athleisure because they saw a need. They loved fitness but had a hard time finding good, comfy, and stylish athleisure in India that wasn’t crazy expensive. So, they made a brand that’s all about everyday movement and feeling good.
With their family’s 30 years of experience in making clothes, Cava knows a lot about the supply chain. They make products that are comfy, fit well, and last, using new fabrics. This know-how has helped them stand out in the D2C business, where doing things right and having good quality are very important.
Cava sells directly to customers online and uses social media like Instagram to get the word out. Their story is like other D2C brands, where creators, fitness content, and community are important to consumers. They’re up against brands like Cult.fit, Boldfit, and Bliss Club, but they’re still smaller, so they’re in the early stages of growth in the D2C world.
Tracxn says Cava made around ₹2 crore in revenue in FY24. People in the business think they’ve grown a lot since then because more people in India are into fitness, and athleisure is becoming everyday wear. Young people want to be comfy, healthy, and able to wear their clothes for different things, so athleisure has gone from a small thing to a big part of life.
The ₹35 crore funding round should help Cava grow, launch new products, do more influencer marketing, and improve their branding, technology, and supply chain. For investors, Cava is a chance to support a new brand led by its founders, with a strong connection to its audience and the potential to grow a lot.
Cava’s talks about funding also show that people are interested in consumer brands again after being careful with their money. Now, money is going to founders with good ideas and products that are different, Cava Athleisure shows how brands that focus on a specific group and build a community are shaping the future of D2C in India.
