Kriti, Bhumi, Rashmika join celeb D2C wave; Zoho pumps Rs 70 Cr into ONDC
Indian celebrities are stacking the D2C shelf with Hyphen (skincare), The Tribe (fitness), Maya (fragrance) and Dear Diary, while Zoho's Rs 70 Cr bet on ONDC signals deeper sovereign-stack backing for MSME digitisation and open commerce rails.
What happened
Hyphen · Indian celebrities including Kriti Sanon, Bhumi Pednekar and Rashmika Mandanna are launching D2C brands spanning skincare, fitness, fragrance and AI
Key facts
- Rs 70 Cr
- Rs 25 Cr
- $125M
- $1M
Why this matters
Watch for roll-up opportunities as celebrity brands mature unevenly, while ONDC-native MSME tooling becomes a strategic acquisition lane for incumbents.