Direct-to-consumer accessories brand Salty has raised Rs 30.1 crore in a new funding round led by MG Investment, strengthening its financial position as it enters a broader phase of growth. The round also saw participation from existing investors Anicut Capital, All In Capital, and JK Group, along with a group of new angel investors. The capital infusion marks a significant milestone for the brand as it looks to scale operations and widen its market presence across India.

Focus on Team, Distribution, and Faster Deliveries

Salty plans to deploy the newly raised funds to reinforce its core leadership and operational teams, which the company views as critical to sustaining long-term growth. A substantial portion of the capital will also be directed toward expanding distribution across e-commerce and quick commerce platforms. Improving nationwide delivery speed remains a key priority, especially as customer demand grows in non-metro and tier-two markets where expectations around turnaround time are rapidly evolving.

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Moving Beyond Jewellery into a Multi-Category Brand

While Salty initially built its identity around affordable jewellery, the brand is now diversifying aggressively into new lifestyle accessory categories. Its expanding portfolio includes watches, sunglasses, scarves, belts, and bag charms, reflecting a broader strategy to become a one-stop destination for everyday accessories. As part of this roadmap, the company is preparing to launch a dedicated Salty Bags line, further strengthening its presence in adjacent product segments.

Entry into Offline Retail on the Cards

In addition to digital expansion, Salty is taking its first steps into physical retail. The company is planning to open its first flagship offline store, signaling a hybrid approach that blends online reach with in-store brand experience. This move is expected to help Salty connect more deeply with customers, showcase its product range more effectively, and build stronger brand recall in key markets.

Founders Driving a Digital-First Vision

Salty was founded by Kanishka Garg, Sonaal Goel, and Twisha Gupta with a focus on affordable, trend-driven accessories designed for digitally native consumers. The brand primarily operates through online channels, allowing it to remain asset-light while responding quickly to changing fashion preferences. This digital-first approach has helped Salty scale efficiently and experiment with new categories without heavy upfront retail investments.

Strong Demand Beyond Metro Cities

Over the past year, Salty has shipped products to more than 18,000 pincodes across India, highlighting strong demand beyond major metropolitan areas. This wide geographic reach underscores the growing appetite for affordable fashion accessories in smaller cities and towns. The company sees this trend as a long-term growth driver and plans to further strengthen logistics and last-mile delivery to better serve these regions.

Building Brand Visibility Through Collaborations

Alongside operational expansion, Salty intends to increase investments in marketing initiatives centered on creator-led collaborations and celebrity-backed product drops. Brand partnerships are also expected to play a larger role in driving visibility and customer engagement. By aligning with creators and personalities that resonate with its target audience, Salty aims to strengthen its cultural relevance while maintaining a sharp focus on affordability and design.

Positioning for Sustainable Growth

With fresh capital in hand, Salty is positioning itself for sustained growth in a highly competitive D2C landscape. The company’s strategy combines category diversification, faster fulfillment, stronger branding, and a gradual move into offline retail. As it continues to scale, Salty is focused on balancing rapid expansion with operational discipline, ensuring that growth remains both efficient and demand-driven.

The latest funding round provides Salty with the resources to execute its expansion plans while reinforcing its ambition to emerge as a leading name in India’s affordable accessories market.

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