Direct-to-consumer fashion and accessories brand Salty has secured Rs 30 crore in a funding round led by early-stage venture capital firm MG Investments, according to the article “Fashion and Accessories Brand Salty Raises Rs 30 Crore from MG Investments, Others,” published by Startupnews.fyi. The fresh capital is expected to bolster the company’s expansion plans, enhance its digital infrastructure, and support the development of new product lines.
Founded with the aim of redefining millennial and Gen Z fashion by combining affordability with on-trend designs, Salty has quickly emerged as a player in India’s fast-growing D2C fashion segment. The company specializes in curated clothing and accessories primarily sold through e-commerce platforms, with a mission to serve consumers seeking accessible and fashion-forward options.
In a statement following the funding round, Salty’s leadership expressed confidence in the brand’s growth trajectory and emphasized their commitment to scaling both product offerings and customer reach. The investment will enable Salty to deepen its supply chain, invest in marketing, and explore omnichannel strategies to build a more robust consumer engagement model.
Investors, including MG Investments and several undisclosed participants, cited the brand’s strong execution, consumer-focused approach, and early traction in a crowded market as key factors in their decision to back the company. MG Investments, known for supporting consumer-facing startups, indicated that Salty’s differentiated voice and strong brand recall position it for long-term success in the competitive online retail market.
The Indian fashion e-commerce landscape has witnessed a surge in investor activity in recent months, driven by rising demand for personalized and affordable fashion among India’s digitally native consumers. Salty’s latest funding adds to a growing list of D2C players attracting capital as they capitalize on shifting consumer preferences and increasing penetration of online shopping.
With this infusion of funds, Salty joins a new wave of digitally native fashion brands that are reshaping how younger demographics engage with fashion in India. While challenges remain in a highly competitive sector, the brand’s strategic use of capital will be closely watched by investors and industry analysts alike as it seeks to scale its footprint in 2026 and beyond.
