Bengaluru’s clothing-care startup Iztri got ₹1.5 crore ($180K) in pre-seed funding from AJVC, led by Aviral Bhatnagar. This shows investors are increasingly backing new direct-to-consumer startups that use technology to fix common consumer problems with solid, scalable business plans.
Iztri is creating a standout service in India: a tech-based, consistent ironing and garment-care for homes. Where clothing care is widespread but disorganized, Iztri is shaping a category that has been casual for too long. The brand concentrates on consistent operations, on-time delivery, and easy service, making it a forward-thinking solution where ease, reliability, and digital processes are vital to consumers.
Started by Rohit Ramesh and Ankit Choudhary, Iztri tackles a widespread issue with a local, practical approach. As it grows, it could become a top direct-to-consumer brand in urban services, benefiting households and changing the lives of ironing workers. Iztri offers income stability, efficient routes, and safer work conditions, putting it at the center of direct-to-consumer business, workforce empowerment, and urban logistics improvements.
The new funds will go toward better tech, automated workflows, customer features, and a stronger supply chain, boosting the brand’s direct-to-consumer strategy. By building processing centers, improving route planning, and training staff, Iztri is setting itself up to lead as urban demand rises. Focusing on turnaround times, route improvements, and demand management is key where many clothing-care transactions are still offline, positioning Iztri as a compelling example in the direct-to-consumer sector.
The timing is good because the direct-to-consumer market is booming with local consumption and service-led convenience. Investors are backing brands that make daily tasks easier. Iztri’s service could become a nationwide network, much like other direct-to-consumer brands that started small and then expanded.
AJVC is a respected name in direct-to-consumer funding and early-stage investing in tech, consumer, and impact areas. Their first fund recently closed at ₹200 crore, exceeding its initial target, which shows growing investor interest in Indian innovation. AJVC supports brands with focused execution and long-term growth potential, with investments in Jaagruk Bharat, GaadiMech.com, Nuyug, and Mithila Foods.
With this round, Iztri joins a group of brands that are changing old habits. By turning ironing and garment care into a structured category, it could be a candidate for product releases, partnerships, and possibly an IPO if it grows substantially.
As India’s direct-to-consumer business moves from products to service-plus-tech models, Iztri is establishing itself. If it keeps improving quality, digitizing interactions, and enhancing efficiency, it could become one of India’s top direct-to-consumer brands in FY25, offering a valuable example for entrepreneurs looking at service-driven, underserved markets.
