Q-comm lifts online ‘puja needs’ brands

Online-first brands selling ‘puja essentials’ are scaling up, aided by faster deliveries, standardised quality and changing consumer preferences that favour convenience without diluting tradition.

The segment, once dominated by legacy neighbourhood suppliers, now has 422 investor-backed startups, according to Tracxn, with funding from firms such as Sixth Sense Ventures, ZIAN Fund and Venture Catalysts. Companies including OM Bhakti, Phool, Svastika, Hoovu and My Pooja Box are among those expanding their presence across direct-to-consumer channels, marketplaces and quick commerce platforms.