House of Zelena, a D2C startup focused on mom-wear, has raised ₹7 crore ($800K) in a seed funding round. The round was co-led by Sprout Venture Partners and M Venture Partners, with participation from GSF and some angel investors. This follows an earlier angel investment, bringing the brand’s total funding to $1.2 million. This investment shows growing investor confidence in D2C fashion and lifestyle startups that are creating unique brands in the Indian D2C space.
The funds will be used to improve supply chain , launch new D2C products for maternity and postpartum needs, and build their mom-focused community through engagement and tech. This funding is a big step for the VC-backed D2C brand, adding both capital and credibility in India’s competitive D2C market.
Founded in 2022 by Hina Priyadarshini and Mayank Kamal, House of Zelena has set itself apart in a market that has long been ignored in direct-to-consumer India. While most baby-focused brands concentrate on infants, House of Zelena focuses on the mother—prioritizing women’s bodies, comfort, and emotional well-being. They’ve introduced innovative products like postpartum leggings, maternity loungewear, and leakproof innerwear, marking first-of-their-kind D2C product launches in India’s maternity wear market.
The brand has built a community of over 250,000 mothers across India and gets over 45 million organic impressions monthly on its platforms. These numbers show the brand’s growing connection with consumers and position it as one of the fastest-growing D2C brands in India. According to Priyadarshini, House of Zelena was created to design clothing that fits women’s real needs, and to create a supportive community.
The startup is also going beyond online retail. With plans for an omnichannel D2C approach, House of Zelena is planning to increase offline presence through community events and the SafeToFeed café campaign, an initiative to support mothers in public. The company also plans to introduce a refreshed brand look in September 2025, reinforcing consumer trust in the changing D2C trends of 2025.
This funding round shows investors are interested in D2C fashion and lifestyle brands that address specific consumer needs. As Indian D2C updates feature new players in D2C wellness, beauty, skincare, and personal care, House of Zelena is securing its space in premium D2C brands in India, based on empathy, innovation, and community.
With strong backing, unique products, and a dedicated customer base, House of Zelena is expanding and becoming a benchmark for D2C brand development in 2025. As D2C industry news reports on emerging brands, House of Zelena is a brand to watch in the D2C funding news—a startup designing for mothers and changing the future of direct-to-consumer business in India.
