{"id":990721,"date":"2026-02-09T08:49:53","date_gmt":"2026-02-09T03:19:53","guid":{"rendered":"https:\/\/telecomlive.in\/web\/?p=990721"},"modified":"2026-02-09T09:24:13","modified_gmt":"2026-02-09T03:54:13","slug":"investors-catch-a-big-whiff-of-money-in-d2c-fragrance-firms","status":"publish","type":"post","link":"https:\/\/telecomlive.in\/web\/2026\/02\/09\/investors-catch-a-big-whiff-of-money-in-d2c-fragrance-firms\/","title":{"rendered":"Investors catch a big whiff of money in D2C fragrance firms"},"content":{"rendered":"<p>Initial signs of India\u2019s direct-to-consumer fragrance and deodorants segment attracting risk capital are emerging, with several early-stage brands in talks to raise funds. <\/p>\n<p>DSG Consumer Partners is in discussions to invest Rs 18-20 crore in Phitku, which sells alum-based underarm roll-ons and is doing monthly sales of Rs 1.5-2.0 crore, said people in the know. Verlinvest-backed V3 Ventures is negotiating a Rs 20-25 crore investment in Fraganote, which currently posts Rs 2.0-2.5 crore in monthly revenue.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Initial signs of India\u2019s direct-to-consumer fragrance and deodorants segment attracting risk capital are emerging, with several early-stage brands in talks to raise funds. DSG Consumer Partners is in discussions to invest Rs 18-20 crore in Phitku, which sells alum-based underarm roll-ons and is doing monthly sales of Rs 1.5-2.0 crore, said people in the know. Verlinvest-backed V3 Ventures is negotiating a Rs 20-25 crore investment in Fraganote, which currently posts Rs 2.0-2.5 crore in monthly revenue.<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[59,4,10],"tags":[],"class_list":["post-990721","post","type-post","status-publish","format-standard","hentry","category-it-2-the-economic-times","category-newspapers","category-the-economic-times"],"acf":[],"_links":{"self":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/990721","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/comments?post=990721"}],"version-history":[{"count":0,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/posts\/990721\/revisions"}],"wp:attachment":[{"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/media?parent=990721"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/categories?post=990721"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/telecomlive.in\/web\/wp-json\/wp\/v2\/tags?post=990721"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}