The next generation consumer goods company, Palette Brands, which is building aspirational brands across high-growth verticals, has recently confirmed an influx of fund worth $2 million from its pre-series A funding round.

The funding round was led by Rockstud Capital. The funding round was also graced by the presence of existing investors IPV and Dholakia Ventures and some prominent angel investors Stoffer Anko Norden and Apurva Salapuria.

The startup was founded in 2022 by a group of e-commerce experts, Siddharth Gadodia, Young Yun, Himanshi Tandon & Bret Recor. All of the co-founders have 30+ years of experience in the field of product development, technology, operations, ecommerce, supply chain, and marketing.

The company Palette Brands is driven by a technology-enabled growth infrastructure that spans consumer research, product development, supply chain, marketing, and sales. The infrastructure was designed to build, launch, and scale modern consumer product brands.

Commenting about the investment in the brand, Abhishek Agarwal, Managing Partner of Rockstud Capital said, "The founding team comes with a diverse background and complementary skillset which is extremely important when you are building a brand in the consumer space in India. Also, there is a huge whitespace and potential for disruption when it comes to the cookware category in our country as consumers are seeking new product offerings and refreshing new designs."

According to a market report by Goldman Sachs reveals that, the number of affluent consumers in India will increase from around 60 million in 2023 to 100 million people by 2027. The brand claims that, they are disrupting through product innovation via high-performance materials, design aesthetics, superior functionality and value-for-money pricing.

Recently, the brand introduces ‘Unbottle’, which is a reusable and sustainable drinkware product and ‘Totem’, which creates accessories exclusively for the growing Apple consumer base in India.

Siddharth Gadodia told that, with the fresh funding, they will start a new cookware brand Ember.

He quoted, “This funding will predominantly focus on the launch of Ember, a cookware brand, as this category is ripe for innovation - with consumers looking to upgrade their kitchens while making healthier choices. This is a huge white space - marrying form and functionality. Ember aims to solve this by bringing India's first absolutely non-toxic cookware brand with non-stick properties and stunning looks."