Kimirica, a top-tier direct-to-consumer (D2C) beauty name, just secured $15 million in funding from Carnelian Asset Management, led by Vikas Khemani.
With this investment, Kimirica intends to increase its revenue from ₹300 crore to ₹1,000 crore in the next three to four years. They also want to strengthen their B2B hospitality branch, Kimirica Hunter, and their main D2C beauty and lifestyle brand, Kimirica Lifestyle.
Mohit Jain, Rajat Jain, Kimi Jain, and Rica Jain established Kimirica in 2013. They started with the goal of producing hotel toiletries locally, as almost 90% of these products were imported from China. Now, Kimirica ships to over 70 countries and supplies to more than 10,000 luxury hotels and airlines, like Marriott and Air India. Their mix of B2B and D2C strategies sets them apart in India.
Vikas Khemani praised Kimirica for their brand development, noting their manufacturing skills and creative designs. The funding should support Kimirica’s omnichannel strategy, growing both online and offline sales, and expanding internationally into the U.S., Middle East, and Europe.
Kimirica’s move into the consumer market shows a growing D2C trend. They provide vegan, cruelty-free, and fair-trade products in skincare, body care, fragrances, and home wellness. As one of the quickest-growing D2C beauty brands in India, Kimirica is a top seller on platforms like Nykaa and Amazon. They plan to open over 10 new stores in India and the Middle East, using influencer marketing to raise D2C awareness.
To back this growth, Kimirica is putting money into a large 6 lakh sq. ft. factory in Indore, set to be one of South Asia’s biggest in its category. With an expected yearly output of ₹1,500–2,000 crore, this facility will be key to increasing exports, enhancing the D2C supply chain, and meeting global needs.
Co-founder Mohit Jain said that working with Carnelian fits their vision for D2C revenue growth and innovation. This funding will help Kimirica expand its retail and e-commerce presence, bringing its self-care products to more consumers quickly. This solidifies Kimirica as a leader in the Indian D2C market, with potential for a future IPO as they grow worldwide.
