Direct-to-consumer accessories brand Salty has raised ₹30.1 crore in a fresh funding round led by MG Investment, marking a crucial step in the company’s journey from a niche jewellery label to a full-fledged lifestyle accessories brand. The round also saw participation from existing backers Anicut Capital, All In Capital, and JK Group, along with several new angel investors, reinforcing confidence in Salty’s growth story.
The funding comes at a time when Salty is entering a broader phase of expansion, focusing on leadership strength, faster deliveries, wider distribution, and category diversification across India.
Credits: Indian Retailer
Strengthening the Backbone: Team, Distribution, and Delivery Speed
A major portion of the newly raised capital will be invested in building stronger leadership and operational teams, which the founders believe is essential for sustainable long-term growth. As the brand scales across categories and geographies, operational depth is becoming as important as design and marketing.
Salty is also doubling down on distribution expansion across e-commerce and quick commerce platforms, ensuring better visibility and availability for customers. Faster nationwide deliveries are a top priority, especially as demand surges in non-metro and tier-two cities, where customer expectations around turnaround times are rising rapidly.
From Jewellery to a Multi-Category Lifestyle Brand
While Salty built its initial momentum in the affordable jewellery segment, the brand is now aggressively expanding into new lifestyle accessory categories. Its growing portfolio includes watches, sunglasses, scarves, belts, bag charms, and more — signaling a clear ambition to become a one-stop destination for everyday accessories.
As part of this roadmap, Salty is preparing to launch a dedicated Salty Bags line, which will further strengthen its presence in adjacent product segments and increase average order value. The move reflects a larger trend among D2C brands looking to deepen customer relationships by offering multiple use-case products under a single brand umbrella.
Offline Retail: Taking the First Physical Step
In a significant strategic shift, Salty is planning to open its first flagship offline store, marking its entry into physical retail. While the brand remains digital-first, this move highlights a hybrid approach — combining the reach of online channels with the experience and trust-building potential of offline stores.
The flagship outlet will allow Salty to showcase its full product range, enhance brand recall, and create a more immersive experience for customers. As competition intensifies in the D2C space, offline presence is increasingly becoming a differentiator rather than just an add-on.
Founders and a Digital-First Vision
Salty was founded by Kanishka Garg, Sonaal Goel, and Twisha Gupta with a clear focus on creating affordable, trend-driven accessories for digitally native consumers. The brand’s online-first model has enabled it to stay asset-light, scale quickly, and adapt to fast-changing fashion preferences without heavy retail investments.
This agility has also allowed Salty to experiment with new categories and product formats, helping it stay relevant in a market driven by social media trends and creator influence.
Strong Demand Beyond Metro Cities
One of Salty’s strongest growth signals is its expanding footprint beyond major urban centers. Over the past year, the brand has shipped products to more than 18,000 pincodes across India, underscoring the rising appetite for affordable fashion accessories in smaller cities and towns.
The company sees this demand as a long-term growth driver and plans to further strengthen logistics and last-mile delivery to better serve these emerging markets, where D2C adoption is accelerating rapidly.
Creator Collaborations and Celebrity-Led Drops
To build brand visibility, Salty plans to increase investments in creator-led collaborations and celebrity-backed product drops. These partnerships are expected to play a key role in driving customer engagement and cultural relevance.
By aligning with creators and personalities that resonate with its target audience, Salty aims to strengthen emotional connection with customers while continuing to focus on affordability, design, and accessibility.
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Credits: Entrackr
Positioned for Sustainable, Scalable Growth
With fresh capital in hand, Salty is positioning itself for sustainable growth in a highly competitive D2C landscape. Its strategy combines category expansion, faster fulfillment, stronger branding, and a gradual move into offline retail — all while maintaining operational discipline.
As it scales, Salty’s focus remains clear: grow efficiently, respond to real demand, and build a brand that goes beyond jewellery to become a household name in India’s affordable accessories market.
