India’s direct-to-consumer (D2C) ecosystem continues to see strong momentum as celebrity-backed consumer brands scale rapidly. In a significant boost to D2C news India, Bollywood actor Kriti Sanon has invested in Supply6, joining the Bengaluru-based nutrition startup as both an investor and brand ambassador. The move underlines growing confidence in D2C brands India, especially in the fast-expanding nutrition and wellness category.
Vaibhav Bhandari and Rahul Jacob started Supply6 in 2019, focusing on simple, daily nutrition habits. Their main product is Supply6 360, a daily sachet with vitamins, minerals, probiotics, and superfoods. They also sell a zero-sugar electrolyte mix and protein wafers, designed for regular, daily use instead of just sometimes. These three products bring in about ₹36 crore each year, and 45% of customers buy again, which proves they have a solid product and growing D2C sales.
Kriti Sanon’s investment is more than just a celebrity endorsement. It’s part of a trend where famous people invest in D2C startups for the long term and influence the brand’s story. Sanon will lead Supply6’s marketing, focusing on important health topics like hydration, good nutrition, and daily habits. These are essential to getting consumers interested in Direct-to-consumer India.
Supply6’s growth has also been helped by early investors. They previously raised $1.1 million in pre-seed funding from Zeropearl VC, Kunal Shah, Ashutosh Valani, Priyank Shah, and Yogesh Kabra. This money helped them create products, build their brand, and distribute through different channels, which is becoming more important in the D2C market in India.
Right now, they sell on their website, big online stores like Amazon, and fast-delivery platforms like Blinkit. They’ve also started selling in the US, aiming to become a global nutrition brand from India. This international move has caught the attention of investors who want to see D2C brands grow and export their products.
The nutrition and wellness market in India is expected to grow a lot in the next ten years because people care more about their health, live in cities, and want convenient options. Supply6’s focus on products for daily use puts them in a good spot among the newest D2C startups in this space. With a celebrity on board, good repeat sales, and new funding, they’re becoming a brand to watch in the D2C industry.
As the D2C business in India grows, partnerships like this one show how brands, money, and distribution are coming together to build the next wave of successful consumer companies.
