Asaya Raises Rs 28 Crore to Boost Skincare Growth
- Asaya raised Rs 28 crore in a pre-Series A round led by RPSG Capital Ventures.
- Funds will be used to enhance R&D, scale manufacturing, and expand digital reach.
- Focuses on science backed skincare for hyperpigmentation.
Pune based skincare startup Asaya has raised Rs 28 crore in a pre-Series A funding round led by RPSG Capital Ventures, with participation from the founders of Dot & Key and other early stage investors. This funding aims to strengthen the brand’s focus on science backed skincare for Indian consumers, particularly targeting concerns like hyperpigmentation.
Founded in 2023 by Jaishree Sharad, a well-known dermatologist, and Shailesh Saraf, a second time entrepreneur, Asaya is rapidly gaining attention in India’s growing skincare market. The brand currently offers 25 products and plans to launch six more over the next year. These upcoming products will include advanced formulations developed in-house, featuring their proprietary MelaMe™ complex, a blend designed to tackle melanin related skin issues such as dark spots and uneven skin tone.
Asaya plans to use the fresh capital to build a high end innovation center and expand its R&D team. The investment will also be used to scale manufacturing capabilities, enhance branding efforts, and grow its digital presence across direct-to-consumer platforms and marketplaces. The brand is seeing strong repeat customer metrics, with monthly repeat rates between 20-25% and a six month repeat rate of 45%, indicating rising consumer trust.
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In addition, Asaya aims to increase its presence in the quick commerce segment and boost accessibility through partnerships with leading online platforms. With hyperpigmentation affecting over 60% of Indian consumers, the brand is committed to delivering targeted, effective skincare solutions rooted in local needs and global standards.
The successful funding round positions Asaya as a strong player in India’s beauty and personal care industry, which continues to attract investor attention due to its fast paced growth and demand for personalized, effective skincare.
