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.
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