Online retail, D2C brands, quick commerce, marketplace, and ecommerce startups in India.
Flipkart’s finance platform Super.money is introducing AI agents capable of shopping on Flipkart themselves and buying gold when prices hit certain levels. The company aims to expand these agents to bill payments and investments, giving 20% of its IT budget to agentic AI.
India has modified its Consumer Protection (E-Commerce) Rules, 2020 to increase transparency and address dark patterns, misleading offers, search manipulation, and undeclared sponsored listings.
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Vidit Aatrey co-founded Meesho with Sanjeev Barnwal after spotting an opportunity to bring small businesses and consumers online. Here’s his journey from IIT Delhi and ITC to building and leading Meesho.
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Flipkart is India’s leading e-commerce platform, offering a wide range of products through its marketplace. Explore its business model, revenue sources, financial performance, and latest 2026 updates.
Amazon and Flipkart have changed seller fees and penalties ahead of India’s Christmas shopping season, causing alarm among small and medium-sized enterprises. Amazon will increase the closure fee from September 7, citing increasing shipping and gasoline expenses.
Meesho is aiming to generate over 10 lakh seasonal jobs in its seller and logistics ecosystem over the forthcoming festive season. The e-commerce company expects to generate over 6.5 lakh opportunities from its seller network and over 3.75 lakh in logistics.
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Explore the best engineering business ideas to start in 2026, from 3D printing and solar panel installation to engineering consultancy and e-waste recycling. Compare investment, profit potential, challenges, and growth opportunities to choose the right engineering business for long-term success.
The European Union has fined AliExpress €550 million ($629 million) for not doing enough to prevent the sale of unlawful, counterfeit and hazardous products on its platform under the Digital Services Act (DSA).
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Discover the Meesho business model, revenue model, financial performance, SWOT analysis, funding, competitive advantages, future growth plans, and how India's leading value-commerce platform makes money in 2026.
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Nandita Sinha, CEO of Myntra, is set to step down from her role, according to multiple reports. Myntra operates under Flipkart. Following this development, Sharon Pais has emerged as the most likely candidate to take over as the next CEO. She currently heads Flipkart’s fashion business and has previously
One of Flipkart's most lucrative businesses, Myntra, is undergoing a critical leadership transition as chief executive Nandita Sinha prepares to step aside in upcoming weeks. Her potential successor is Sharon Pais, who is presently the head of Flipkart Fashion. Sinha has been with the Flipkart group, which is
After six years of developing GenAI solutions for the fashion e-commerce market, NeuroPixel.AI, an AI business based in Bengaluru, has wound down its activities. The company's cofounder and chief executive officer, Arvind Venugopal Nair, announced the decision in a LinkedIn post. Nair explained that decision to wind
A new set of regulations to improve and simplify the country's online commerce exports has been operationalised by the Central Board of Indirect Taxes and Customs (CBIC). The government has lifted the limit of INR 10 lakh per shipment on courier exports under the new regulations. It has
The majority of OnePlus's offline retail locations in India are about to close. A dramatic shift in the company's approach to the market has occurred as it adopts a direct-to-consumer (D2C) model based on doing business online. A number of partner-run exclusive stores around the nation
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AI Shopify SEO tools help you fix errors, improve rankings, and grow your store faster. Explore top tools that automate SEO, save time, and boost performance.
Meesho launched their conversational voice assistant, "Vaani" (meaning "voice" in Hindi), on March 25th. The recent inclusion marks the goal of the firm to provide a real-time purchasing experience for people who like more natural, conversational encounters. This change represents a more systemic change in the
Nearly 20,000 workers at Flipkart would receive a 105% bonus in 2025, according to the company's announcement. The company's excellent financial and operational performance throughout the year is evident in this move. The company's success across key criteria is the basis for the
In the midst of interruptions in West Asia, Amazon warehouse workers in India are facing increasing living expenses and shortages of LPG. Hence, these concerns have prompted their union to demand a wage rise and other incentives. The continuous crisis in West Asia has prompted the Amazon India Workers Union
Sriram Venkataraman, Flipkart's Group Chief Financial Officer (CFO), will be stepping down from his position on 19 March. The executive will stay on for a transition period to make sure everything stays the same. During this time, Flipkart's CFO Ravi Iyer will be in charge of
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Some products are built in public before the brand behind them is built at all. A marketplace can help you sell fast. It can also train your business to depend on traffic, ranking, and repeat discovery that you do not control. That trade-off feels manageable when revenue is small. It
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Drishti Madnani talks about building Shryoan Cosmetics, transitioning from cosmetic wholesaling to a D2C beauty brand, and creating affordable, high-quality makeup designed for Indian skin tones and everyday confidence.
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Kashika Malhotra is the founder and CEO of Yoginii, a platform created to simplify how women discover trusted health and wellness solutions. In this interview, she shares the inspiration behind building a curated wellness marketplace, the importance of women-led innovation in the wellness industry, and how Yoginii aims to build
The digital retail giant Flipkart, which is owned by Walmart, has finally finished transferring its holding company domicile from Singapore to India. In preparation for a possible domestic public offering, it is a critical structural step for the company. A representative from Flipkart said that the company's internal
India’s startup ecosystem saw activity across enterprise tech and fintech on 9 March 2026, with funding flowing into digital transformation and lending platforms. Meanwhile, major business developments included Flipkart completing its reverse flip to India ahead of its IPO, Uber entering the intercity bus ticketing market, and leadership changes
According to a recent filing by the company, e-commerce startup Meesho intends to challenge an income tax demand notice totalling around INR 1,500 crore, including interest. On March 6, Meesho was notified for the evaluation year 2023-24. According to the document, a tax demand totalling INR 1,500 crore,
Several news outlets have reported that, following performance reviews, Flipkart had asked 250–300 staff to resign this year. As is common practice in the business, around 1-2% of employees are let go each year as part of performance management. This round of layoffs affects about 2% of the workforce.
On 2 March, domestic FMCG producer Dabur India revealed that it has finalised a deal to purchase a share in RAS Beauty. Buying a small share in RAS Beauty, a direct-to-consumer premium skincare brand, will cost Dabur INR 60 crore as part of its newly launched Dabur Ventures programme. In
Amazon India has reduced fees for millions of merchants in an effort to boost its growth. In 2025, the e-commerce company covered 12 million products without referral fees. This year, they increased the coverage to over 125 million products priced under INR1,000 across more than 1,800 categories, a
Anonymous posts on professional forum Blind reveal a troubling pattern of alleged misconduct at India's e-commerce giant, as employees claim management fabricated performance issues to push out long-serving staff ahead of an April deadline.
nailinit, a community-first nail care brand focused on Gen Z and millennial consumers, has raised ₹2.5–3 crore in a pre-seed funding round led by Gruhas Collective Consumer Fund (GCCF) and Marsshot VC along with other angel investors, the consumer investment platform backed by entrepreneur and investor Nikhil Kamath.
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AI is transforming eCommerce auditing processes. What used to require several days now needs only a few minutes. The system operates continuously to identify problems that people tend to overlook. It evaluates website performance by measuring speed and design elements, content, and search engine accessibility. The system detects all lost
* Company aims to dominate the home & kitchen category with new investments in offline expansion, supply chain, and product innovation * Plans to scale revenue to INR 500 Cr in the next 3 years, reaching 5 million Indian households. HomeEssentials, India’s fastest-growing D2C brand for home and kitchen essentials, has
MyDesignation, a design and innovation-led, direct-to-consumer (D2C) fashion brand, has raised ₹40Cr in its Series A round led by RPSG Capital Ventures, with strong participation from existing investor Veltis Capital, who doubled their equity stake. Other existing investors - Multiply Ventures and Dominor Investments also participated in the funding round.
SteamPRO, India’s first bath-tech company, has raised ₹3.8 crore in seed funding in a round co-led by Anicut Capital, Zeropearl VC, D2C Insider Super Angels and Atrium Ventures, with participation from other strategic angel investors. The capital will be deployed to expand in-house manufacturing capacity, scale national service
CURAPOD, backed by Litemed, a Made-in-India, non-invasive and personalised pain management device, has raised ₹20 crore in its Pre-Series A round led by V3 Ventures, 3i Partners and Ideaspring Capital. The investment underscores growing confidence in CURAPOD’s clinically driven wearable technology addressing the widespread burden of musculoskeletal pain. The
Myntra, the Flipkart-owned fashion and lifestyle e-commerce platform, has appointed Pramod Adiddam as its new Chief Technology Officer (CTO). The move comes as the company sharpens its focus on technology-led growth and platform scale. Adiddam will lead Myntra’s technology and engineering teams. He will report to CEO Nandita Sinha.
Myntra, a leading fashion e-commerce company, is consolidating its operations and laying off workers. The goal of the exercise is to relocate its satellite operations from Gurugram to Bengaluru. While some positions will be eliminated, others will be consolidated into bigger teams centred in Bengaluru. Fifty people from the supplier
At an age when most teenagers are still figuring out their academic paths, Guru Charann Tej Nambi was already thinking in terms of markets, customer trust, and global scale. At just 17, the Hyderabad-based founder is quietly building Charann Global, an early-stage e-commerce venture shaped as much by personal curiosity
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The lip care products market in India has seen strong and sustained growth as consumers increasingly prioritise daily personal care routines and hydration solutions. In 2024, the sector generated an estimated $0.22 billion, driven by younger consumers seeking gentle, plant-based lip care products and everyday hydration solutions. The growth
India’s startup ecosystem saw steady momentum on 28th January 2026, with funding flowing into AI, deep-tech, clean-tech, aerospace, and health-focused consumer brands. Early-stage investments dominated the day, signaling continued investor confidence in emerging technologies and innovation-led businesses. From AI-powered film production and semiconductor design to autonomous robotics and sustainable
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StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future. In this edition of Recap’25, StartupTalky speaks with Ajay Rao, Founder of Emiza, who reflects on how
In an effort to expand its core businesses and improve governance, the Flipkart Group appointed two senior executives. Among the new appointments are Jason Chappel to the position of VP and group controller and Amer Hussain to the position of VP of supply chain for groceries and Flipkart Minutes. Flipkart&
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StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future. In this edition of Recap’25, StartupTalky speaks with Aditya Kale, Founder & CEO of Airattix, about how
An AI-based personalised learning platform, Fermi.ai, aims to restore the ‘Productive Struggle’ with a focus on Deep learning for students and unprecedented insights for educators
Gullak, a digital gold savings platform, has announced the launch of India’s first jeweller savings scheme marketplace, bringing established jewellery brands onto a single digital platform. The marketplace currently features CaratLane, with two more large jewellers expected to go live in the coming days. Around 15-20 additional brands are
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StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future. In this edition of Recap’25, StartupTalky speaks with Pushpank Kaushik, CEO & Head of Business Development (Subcontinent,
Ikea, a Swedish furniture store, declared that it will begin shipping items online in Tamil Nadu from January 22. EV-powered doorstep deliveries will begin in Chennai, Madurai, Coimbatore, and Salem, giving clients access to more than 6,400 options for home furnishings. The company's Bengaluru distribution network will
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StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future. In this edition of Recap’25, StartupTalky speaks with Archisman Misra, Founder and CEO of StudioBackdrops.com, who
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Struggling to scale your Flipkart business? We've compiled a list of the essential Flipkart seller tools for 2026 to optimize your operations and sales.
The Central Consumer Protection Authority (CCPA), a consumer watchdog, fined Amazon, Meesho, Meta, and other e-commerce sites for selling walkie-talkies illegally, claiming that thousands of listings violated consumer and telecom regulations. In addition to a number of smaller merchants and websites, the CCPA reported that it discovered over 16,900
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In this exclusive interaction with StartupTalky, marking National Startup Day, Vivek K Singh, Founder and Managing Director of SNVA Group, reflects on identifying early opportunities in internet marketing and digital technologies and scaling them into a globally integrated Indian conglomerate. He shares how SNVA’s expansion across online education, travel,
In an effort to draw in early-stage merchants looking to expand online, Myntra announced that it has implemented a zero-commission scheme for new Indian direct-to-consumer firms joining its marketplace. The programme,e, which is a component of its Myntra Rising Stars initiative, is applicable to domestic fashion, beauty, and lifestyle
India’s startup and corporate landscape witnessed a series of strategic developments on 8th January 2026, reflecting shifting market dynamics across e-commerce, fintech, broking, and telecom. From Myntra’s move to support emerging D2C brands through a zero-commission model to Groww strengthening its leadership in retail stock broking, the day
Fabpad, an Indian menstrual hygiene brand, has raised an undisclosed amount in a seed round led by Inflection Point Ventures. The funds raised will be used to expand distribution and market presence across direct-to-consumer channels, online marketplaces, quick-commerce platforms, and offline retail. Part of the fund will also go towards
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StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future. In this edition of Recap’25, StartupTalky speaks with Ravi Goel, CEO of RapidShyp, who reflects on how
Used-car marketplace Cars24 has taken a major step to broaden its services with the acquisition of CarInfo, a vehicle information and management platform. The deal was announced in early January 2026 and marks Cars24’s second big purchase in under a year. The exact financial terms have not been officially
India’s startup and corporate landscape witnessed several strategic developments today, spanning jewellery, fashion, and consumer brands. Tata-backed Titan made a notable entry into the lab-grown diamond segment with the launch of its new brand beYon, signaling a shift towards sustainable luxury for younger consumers. In the fashion space, Arvind
On December 29, Arvind Fashions Ltd announced that it would pay INR 135 crore to purchase the Flipkart group's 31.25% share in Arvind Youth Brands Pvt Ltd. Under the brand name "Flying Machine", Arvind Youth Brands Pvt Ltd (AYBPL) presently operates a wholesale and retail
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StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future. In this edition of Recap’25, StartupTalky speaks with Abhijeet Kaji, Co-Founder of Knya, who reflects on a
India’s startup ecosystem remained vibrant on 17th December 2025, marked by fresh funding rounds across biotechnology, creative AI, and longevity science, alongside major IPO-driven milestones. Early-stage biotech startup Cellarim Labs, experiential tech player Tagbin, and longevity-focused Decode Age collectively raised capital to scale innovation, research, and market expansion. Meanwhile,
Meesho co‑founder and CEO Vidit Aatrey has officially joined the billionaire club after the company’s shares surged sharply since its recent stock market debut. The rise in share price has transformed his ownership in the business into a nine‑figure fortune. Meesho’s shares jumped from their initial
Indian shapewear brand underneat.in has crossed INR 150 crore in annual recurring revenue (ARR) in less than eight months, marking one of the fastest scale-ups in the D2C fashion space. The milestone comes alongside a $6 million Pre-Series A funding round led by Fireside Ventures, with Mamaearth Co-founder Ghazal
India’s startup and business ecosystem remained active on 15th December 2025, marked by early-stage funding momentum and strategic moves by industry leaders. Kids-focused resale platform IPF, legal-tech startup Lawyered, and D2C watch brand Rotoris collectively raised fresh capital to scale technology, expand operations, and strengthen market presence. Alongside startup
According to various media reports, Walmart-owned online retailer Flipkart has been given permission by the National Company Law Tribunal (NCLT) to move its headquarters from Singapore to India. This move brings the company one step closer to its eagerly awaited public listing on Indian exchanges. The Bengaluru-based online retailer has
Bangalore based IPF, India’s most trusted peer-to-peer marketplace for preloved kids’ products, has announced raising INR 3.2 crore (~$375,000) in seed funding led by Titan Capital, with participation from Better Capital and angel investors including Ranjit Pratap Singh (co-founder & CEO, Pratilipi), Aashish Jindal and Vivek Gulati
* Women above 40+ years who have experienced menopause will work towards building a community and get paid ₹1 Lakh * Earthful launches 2 month paid internship for women to speak on Menopause * Brand aims to hire 5 women above 40 years old to lead India’s most overdue conversation on menopause
With 53 million distinct transacting clients, Flipkart Minutes, the company's fast commerce platform, saw a 16X increase in the second half of the year. Flipkart Minutes saw significant growth during the holiday season, with demand for products like jewellery, high-end gadgets, home décor, and mobile phones increasing by
The Indian startup ecosystem recorded a dynamic day on 10th December 2025, marked by strong fundraising momentum across fintech, energy efficiency, clean nutrition, edtech, AI, and pet care. Major deals included Skydo’s $10M Series A, Smart Joules’ $10M Series B, and significant rounds for Uolo, Earthful, KNOT, and Dr.
Meesho’s IPO pops 46% on NSE on the listing day, driving instant profits and triggering massive market buzz...
* Atomic Capital doubles down on Conscious Chemist after participating in Pre Series A round last year * Current round also saw participation from First Port Capital Fund B & IPV International * Funds raised will be strategically deployed for hiring talent, scaling inventory operations and marketing, product innovation and research and development
According to an Economic Times report, Amazon India has eliminated the referral fee for sellers of goods under INR 1,000 until December 31. Depending on the product category, the referral fee, a commission that Amazon charges for every sale, normally varies from 2 to 16.5%. The waiver was
India’s startup ecosystem remained active on 28th November 2025, recording significant funding activity across clean energy, logistics-tech, and sports-tech segments. The day also saw major business developments, including Meesho’s much-anticipated IPO drawing strong market attention. Here’s a quick breakdown of all the major funding announcements and key
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Meesho’s IPO created one of the largest liquidity events in India’s consumer internet space, turning early believers and founders into instant wealth creators. The e-commerce platform’s public listing not only rewarded institutional investors with substantial cash exits but also delivered extraordinary multiples for the founders and angel
The profits for the Meesho founders and early investors are as big as 10,000x, so who is getting how much? Learn more.
As cybersecurity researchers report a dramatic increase in phoney holiday shopping domains that resemble prominent shops, Amazon has issued a Black Friday security notice alerting customers to be on guard for impersonation scams and phishing efforts aimed at collecting account logins and financial credentials. The giant of online shopping said
* The exits come following two new investor onboarding, bringing the total capital raised since 2020 to INR 2.47 Crore * AgriVijay is undertaking pre-Series A discussions, while also receiving acquisition interest presently AgriVijay, India’s first curated marketplace and Agtech Climate Action Social Enterprise dedicated to Renewable and Green Energy
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Yes, Black Friday sales do happen in India, and in 2025, the date falls on 28 November. Leading e-commerce platforms like Amazon, Flipkart, Nykaa, and Myntra now run strong Black Friday discounts across electronics, fashion, and beauty. The concept of Black Friday has undergone a fascinating transformation as it made
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India’s baby care market is growing fast as parents seek safer, natural, and science-backed alternatives. Indimums, a modern D2C baby care brand, is pioneering this shift with the world’s first Reetha-based baby care range, combining traditional Indian ingredients with modern scientific validation. Founded by Saumya Nair Rajesh, an
Pidge, India’s smartest supply marketplace and largest interoperable last-mile logistics platform, today announced it has successfully raised ₹120 crore in growth capital. The round was led by La Vida es Chula (LVEC), the entrepreneur-led capital fund founded by globally acclaimed entrepreneur and investor Thomas Meyer. Existing investors also participated,
ndia's digital economy is growing at an impressive rate, and as it does, the demand for fast, secure, and reliable web hosting services is also increasing. Every business, big or small, needs a strong online presence that is backed by reliable hosting. Zordo MarketPlace is a new brand
Unlimitr, an AI-powered global wellness platform dedicated to making personalized health and fitness accessible and affordable for all, has successfully raised $1.1 million in funding from a billion-dollar consortium of Texas-based investors. Founded by Indian couple Dr. Ruchika Gupta and Gaurav Agarwal, Unlimitr is transforming how the world engages
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This article has been contributed by Varun Kashyap, Co-founder & CEO of Zithara.AI A woman in Indore sends her grocery list to her neighbourhood kirana store on WhatsApp. Within minutes, she gets a confirmation, a personalised offer on her favourite cooking oil, and a few extra loyalty points on
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Prepare your Shopify store for Black Friday with some amazing high-performance apps that would help boost sales and sustain heavy traffic. Install tools for faster loading, smart pop-ups, and AI upsells to keep shoppers engaged. Add trust by way of review apps, boost bigger orders with bundle creators, then follow
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India is considered home to some of the successful entrepreneurs across the globe. Young entrepreneurs in India are rewriting business with their latest ideas. Moreover, with access to technology and digital tools, they are transforming their ideas into reality faster than ever. Despite having to endure numerous challenges, these business
Vijya Fintech, the parent company of flagship wealth-tech platform MIDASX, has announced the successful closure of its INR 12 crore Seed Round, marking a major milestone in its mission to build India’s first open-architecture, AI-driven B2B2C multi-asset marketplace. With this round, the company’s total funding has reached INR
Amazon, the massive online retailer, announced on 27 October that it had exceeded its goal of $20 billion in total exports from India over the past ten years and is now aiming for $80 billion in outflows by 2030. Since its introduction in 2015, Amazon has registered over 200,000
AWS has accused Meesho of an unpaid bill of INR 127.45 crore and has filed a complaint with the arbitration tribunal in New Delhi. So, how will this impact Meesho's IPO?
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For shopping lovers, the day after Thanksgiving is known to be bliss. It is the day of Black Friday. Black Friday is known as the Friday after Thanksgiving. The term was coined by the police services to describe the chaos surrounding the pedestrians and auto traffic in the downtown shopping
According to documents published on the Securities and Exchange Board of India's (Sebi) website, Flipkart-backed logistics company Shadowfax Technologies has been given the go-ahead to move on with its IPO. In the week ending October 10, Sebi released its comments regarding the company's pre-filed draft. In
E-commerce platform Meesho has filed its updated Draft Red Herring Prospectus (DRHP) with SEBI for an IPO aiming to raise $700–800 million. The Bengaluru-based company plans to list on Indian stock exchanges, marking one of the largest tech IPOs in recent years.
Pune-based direct-to-consumer (D2C) brand Two Brothers Organic Farms (TBOF) has successfully raised INR 110 crore (approximately $12.5 million) in a Series B funding round. The round saw participation from 360 One Asset, Rainmatter Investments, the Narotam Sekhsaria family office, and IGNITE Growth LLP. This follows the company’s Series
According to various media reports, the Enforcement Directorate (ED) has offered to close a FEMA violation case against the Walmart group company Flipkart, provided it acknowledges its error and pays a fine. Flipkart was granted the option last week by the Enforcement Directorate in accordance with the Foreign Exchange Management
India’s startup and business ecosystem witnessed several significant developments on 6th October 2025. From major funding deals to strategic business moves, here’s a quick roundup of the top stories shaping the market today. Highlights include JSW One Platforms securing INR 575 crore to expand its B2B e-commerce operations,
JSW One Platforms Ltd., India’s leading tech-first B2B e-commerce marketplace, today announced the successful closure of its latest funding round, raising INR 575 crore. The round, initiated in May 2025, witnessed participation from marquee investors including the State Bank of India (SBI), Principal Asset Management, One-Up, International Conveyors Ltd.
Through a block sale valued at INR 950 Cr (about $114 million), Flipkart Investments, the investment vehicle of the e-commerce powerhouse Flipkart, is reportedly diluting its whole 6% stake in Aditya Birla Lifestyle Brands Ltd (ABLBL). Flipkart plans to sell 7.3 Cr shares at a base price of INR
A thorough inquiry into complaints against e-commerce sites that charge extra for choosing to pay using cash-on-delivery (COD) has been initiated by the Department of Consumer Affairs. In a recent tweet, Union Minister Pralhad Joshi referred to these tactics as "dark patterns" that deceive and take advantage of
Investment arm of Flipkart co-founder Binny Bansal, 3State Ventures, picks up 1.28 crore shares in Curefoods ahead of its IPO.
Flipkart Big Billion Days 2025 or Amazon Great Indian Festival 2025, which has the better smartphone deals? From Samsung to Apple, prices are very low! Let’s see the 5 best deals you should not miss this festive season.
Online shopping isn’t what it used to be. It’s no longer just about browsing and buying; it has become a smart game of timing, tricks, and tools. Shoppers today don’t want to pay the sticker price; they want the best price. That’s why shortcuts like coupon
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From disco lights beaming to Bollywood music, the midnight before the Big Billion Day sale was undeniably a party scene in the Walmart-owned Flipkart’s Bengaluru headquarters. Costume parties to Zumba classes galore, food supply, and everything humanly possible were provided by the company to keep up the spirits of