Kuldeep Rathore, a student enrolled in IIT Madras’ online BS Degree Programme in Data Science, has reached a major entrepreneurial milestone as his quick-commerce startup, SamanNow, reportedly secured $1.1 million (approximately Rs 10.4 crore) in pre-seed funding.
His journey is particularly notable because he pursued an alternative route into higher education after an unsuccessful attempt to enter an IIT through the conventional JEE pathway.
The funding reportedly came from Antler, Titan Capital and All In Capital. SamanNow aims to make everyday essentials more accessible and affordable, particularly in India’s Tier 2 and Tier 3 cities, with deliveries targeted within 60 minutes.
Rathore’s path to entrepreneurship began after a difficult period preparing for the Joint Entrance Examination (JEE). Despite taking a drop year, he did not appear for JEE Advanced. Rather than abandon his plans for higher education, he explored other options and discovered IIT Madras’ online data science degree programme in September 2023.
He had the freedom to study and gain business experience through this programme. The difference between the traditional resident-based IIT course and the online degree was that the latter catered to his increasing fascination with entrepreneurship.
In May 2024, Rathore along with his co-founder, Shivansh started a quick commerce fashion startup named Zodok in Pune. This fashion retail business entailed making an order placement platform and fulfilment operations.
The founders initially operated from a rented flat near a Zepto dark store, developing their website and working on delivery logistics themselves. Zodok reportedly grew to more than 10,000 users and handled over 100 orders a day before being acquired by KNOT.
The acquisition marked another turning point in Rathore’s career. He subsequently joined KNOT as an Entrepreneur-in-Residence in the founder’s office, gaining exposure to manufacturing, product sourcing and the operations of micro, small and medium enterprises.
In his tenure there, Rathore played an instrumental role in launching two private labels that reportedly had a 90% sell-through rate. In addition, he built relationships with over 100 manufacturers through his work in setting up supplier networks across Surat, Delhi NCR, and China, as mentioned in his professional bio.
That experience helped shape his next venture, SamanNow, which combines the rapid-delivery model with a focus on controlling product costs through sourcing and supply-chain management.
While India’s quick-commerce model is closely associated with rapid deliveries, SamanNow is positioning itself around a different customer segment. Its stated focus is on consumers in smaller cities who want convenient access to everyday products without paying unnecessarily high prices.
The startup intends to use its understanding of manufacturing and supplier relationships to support competitive pricing alongside its 60-minute delivery target. Its approach brings together lessons Rathore gained from operating Zodok and working with manufacturers during his time at KNOT.
Rathore’s experience also draws attention to the different educational routes available to aspiring entrepreneurs. Although he did not follow the traditional JEE Advanced route to an IIT, his enrolment in IIT Madras’ online degree programme allowed him to combine academic study with building businesses.
Right from starting a fashion delivery business venture in Pune to working with manufacturing networks as well as raising funds for SamanNow, his career journey has been through some real business experience scenarios.
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