Brown Living raises funding from strategic investors to drive India’s sustainable living revolution

Brown Living, a platform for promoting sustainable and plastic-free living, has raised an undisclosed amount in a pre-seed funding round.

The round was led by Blink Digital, along with investments from Sanjay Nayar, Founder and Chairman of Sorin Investments, and investor Bharat Iyer.

Purpose of fundraising

Brown Living plans to use the raised capital to accelerate its mission to make sustainable living a mainstream choice for Indian consumers.

The funds will also fuel the platform’s growth in supporting India’s artisan and SME sectors, playing a crucial role in the fight against plastic pollution and chemically laden products, the release notes.

“This funding will enable us to scale our efforts to reach our next million customers and expand our Artisan-to- Consumer (A2C) model. Our platform empowers consumers to choose eco-friendly products while supporting small businesses and we’re excited to deepen our partnerships with artisan communities and help them go digital and make sustainable living mainstream,” said Chaitsi Ahuja, Founder & CEO of Brown Living.

What does Brown Living do?

Brown Living is an Indian marketplace for sustainable and plastic-free products, offering a curated selection of eco-friendly goods across fashion, home decor, lifestyle, and more.

Committed to reducing plastic waste, the startup ensures biodegradable packaging, carbon-neutral deliveries, and a marketplace that empowers both artisans and consumers to make more mindful choices.

It aims to plant and maintain a million trees by 2027 and to support 100,000 artisans by enabling them and digitising them through the A2C platform.

Building on a unique A2C model

Brown Living is now building on its unique A2C model, which connects artisans directly with eco-conscious consumers and offers transparent and fair pricing.

The startup said that its platform’s tech-driven infrastructure ensures scalability without compromising values, giving small businesses a stage to thrive while championing sustainability.

It has also onboarded Bollywood producer and environmentalist Pragya Kapoor as a partner & investor, whose investment value has grown more than 350%.

“I’m thrilled to see Brown Living grow and bring more conscious consumers into the fold. It is no longer just a marketplace; it is surging forward to building an ecosystem that brings together all stakeholders in the sustainable living value chain,” said Pragya Kapoor.

Dooj Ramchandani, Co-founder of Blink Digital and lead investor in the funding round, highlighted the potential of Brown Living’s unique model: “What sets Brown Living apart in the startup and D2C space is their deep-rooted connection with India’s artisans and SMEs. They’ve created a direct line between these creators and the conscious consumer, delivering authenticity and transparency. Their unique A2C (Artisan-to-Consumer) model will allow Brown Living to directly engage with consumers while giving artisans access to fair pricing and a global stage for their eco-friendly, sustainable products. This will build trust and exponentially accelerate the market for sustainable living.”

Brown Living’s market presence

Brown Living claims to have seen a phenomenal YOY growth of 500% since its first round of funding in June 2021.

With 650 sellers and 1800+ artisans, the new round of investment will enable the platform to scale and provide market access to many more artisans and suppliers.

Sanjay Nayar, key investor and Founder of Sorin Investments added, “Brown Living’s platform has the potential to scale impact across India. Their mission-driven approach, combined with strong tech infrastructure, positions them to lead the shift toward sustainable living at a national level.”

According to a recent Bain & Co. study, over 67% of Indian consumers are willing to pay a premium for locally made, eco-friendly products. The sustainable goods market is expected to exceed $50 billion by 2030.