Mensa Brands, Backed by Tiger Global, Expands into UAE Ecommerce Market

• ByStartupStory     |    August 28, 2023

Bengaluru-based brand conglomerate, Mensa Brands, supported by Tiger Global, is making its debut in the UAE’s thriving ecommerce industry.

The startup, which follows a ‘house of brands’ model and has received investments from Tiger Global Management, is all set to introduce its well-known brands such as Villain, Pebble, and Folkulture on Amazon UAE and the ecommerce platform noon. Additionally, the company’s peanut butter brand, MyFitness, part of its FMCG portfolio, will be launched on Talabat and noon Minutes.

Villain, celebrated for its range of men’s lifestyle essentials, is geared up to offer an array of perfumes, personal care items, and lifestyle accessories to the UAE market. On the other hand, Pebble and Folkulture are set to showcase innovative electronics and cultural heritage.

Founder and CEO of Mensa Brands, Ananth Narayanan, stated, “Our expansion into the UAE is more than a mere geographical move; it’s about sharing the ethos of our brands with the world. Looking forward, we’re focusing on introducing our fashion brands to the Kingdom of Saudi Arabia across various platforms, embracing new horizons and strengthening our connection with diverse markets.”

Established by Ananth Narayanan in 2021, Mensa Brands adopts a ‘house of brands’ strategy, acquiring direct-to-consumer brands that earn up to $10 million in revenue through their operations.

In less than six months since its inception in November 2021, the company reached a valuation of over $1 billion and has accumulated $201 million in equity funding to date.

During its inaugural fiscal year, FY22, the company generated $41.2 million (Rs 310 crore) in revenue, accompanied by a loss of Rs 16 crore. Mensa Brands invested Rs 670 crore in acquisitions.

Supported by renowned global investors including Accel Partners, Falcon Edge Capital, Norwest Venture Partners, Prosus, and Tiger Global Management, Mensa Brands has also secured debt financing from Alteria Capital, InnoVen Capital, Oxyzo, Stride Ventures, and TradeCred.

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