D2C brand Funding News

D2C accessories brand Salty raises Rs 30.1 Cr led by MG Investment

• ByStartupStory     |    January 19, 2026

Salty Raises Rs 30.1 Cr Led by MG Investment

Salty, the direct-to-consumer accessories brand redefining urban streetwear with customizable bags, jewelry, and tech cases, has raised Rs 30.1 crore in a funding round led by MG Investment to capitalize on India’s Gen Z fashion explosion.

Custom Streetwear Meets D2C Scale

Founded by fashion disruptors Anika Reddy and Vikram Singh, Salty stands out through made-to-order personalization – from monogrammed crossbody slings to chainmail phone cases – driving 40% repeat rates via Instagram Shops and quick-commerce tie-ups. The brand’s 5 lakh customer base across Tier-1 cities generates Rs 50 crore annual run-rate, blending Korean-inspired aesthetics with Indian manufacturing from Surat and Noida factories.

Expansion Into Omnichannel Dominance

Proceeds fuel 20 pop-up stores in malls, influencer-led product drops, and private-label partnerships with Myntra and Ajio. MG Investment partner Priya Gupta called it “Zara speed meets Swiggy convenience” – targeting the Rs 15,000 crore accessories market where personalization crushes mass-produced fast fashion.

Salty proves D2C accessories scale through viral customization. When monogrammed slings fund 1 million urban outfits annually, Rs 30.1 crore unlocks the brand powering India’s street-style revolution from college campuses to influencer feeds.

Follow Startup Story