The Souled Store, a D2C startup gets investment from Bollywood Actor Sara Ali Khan

• ByStartupStory     |    March 8, 2022

The Souled Store, a Mumbai-based casual wear and pop-culture D2C startup has made Sara Ali Khan its equity partner. An undisclosed amount has been infused by Khan in the D2C startup.  The Souled Store was founded in the 2013 by Vedang Patel, Harsh Lal, Aditya Sharma and Rohin Samtaney. It further claims to have more than 180 licenses like Disney, Warner Bros, WWE, IPL, and Viacom18. A series of campaigns has been claimed in order to introduce the featuring OTT and YouTube stars Ashish Chanchlani, Mithila Palkar, Ayush Mehra, Barkha Singh, Ahsaas Channa and others. Top wear, bottom wear, innerwear and activewear for men as well as women are included in its product portfolio. It has an omnichannel presence with five offline stores and a customer base of over 4Mn has also been claimed. 

Previously, Elevation Capital also funded the startup with about INR 75 Cr. Angel investors and startup founders including – cofounder Delhivery- Sahil Barua; CEO, Zalora- Gunjan Soni; cofounder, Mosaic Wellness- Revant Bhate; founder, Livspace- Ramakant Sharma, among others also participated in the investment round. In order to expand its licensed merchandise and casual wear product portfolio, expand its manufacturing capabilities, invest in marketing and offline retail presence, and hiring, the Souled Store is going to deploy it’s capital. Its retail footprint has further been planned to be expanded to 15 cities in India.

In August, D2C brand Bewakoof,one of it’s competitors, raised about $8.09 Mn in its Pre-Series B funding round led by existing investor InvestCorp. IvyCap Ventures and Spring Marketing Capital also participated in the round. In March 2021, in the last raised funding, a raise of INR 170 Cr has been seen by the startup in Series A funding round of INR 30 Cr.

In order to scale up the business, marketing and talent acquisition, and sign A-list celebrities, the funds has been deployed by the brand. To explore new customer bases, it further plans to launch marketing campaigns across digital, print, TV and OOH as it aims to clock INR 2,000 Cr in sales by 2025.

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