D2C ecommerce startup Mamaearth raised INR 6 crore from Bollywood actor Shilpa Shetty

D2C ecommerce startup Mamaearth raised INR 6 crore from Bollywood actor Shilpa Shetty. The Bollywood actor had previously invested in the Gazal and Varun Alagh-led Mamaearth. She first invested in the startup in 2018, when it only sold babycare items.

Shetty also appears in several Mamaearth commercials. Shetty had 108 equity shares in the startup at the time, which had grown to 13,93,200. According to an Inc42 report, direct-to-consumer (D2C) is the fastest-growing segment in the country’s ecommerce sector. By 2025, D2C brands are expected to account for 25% of the $100 billion ecommerce market.