D2C fragrance brand Fraganote has raised $3 million, or about Rs 28.7 crore, in a Series A funding round led by V3 Ventures (V Cube Ventures SA), with participation from existing investor Rukam Capital. V3 Ventures invested $2.6 million, while Rukam Capital infused $0.6 million. The latest investment comes after Fraganote raised $1 million from Rukam Capital in its pre-Series A round last year.
Founded in 2023 by husband-and-wife duo Garima Kakkar and Arjun Anand, Fraganote manufactures perfumes and fragrances and currently offers around 42 SKUs. The startup plans to use the fresh capital to strengthen brand identity, improve omnichannel distribution, and expand beyond perfumes into fragranced body care products.
Speaking about the company’s expansion plans, cofounder Garima Kakkar said the brand intends to introduce products such as body wash, mist, lotion, and other personal care offerings.
Fraganote currently generates around 60 percent of its revenue through its website, while quick commerce platforms such as Blinkit and Zepto contribute 20 percent. Ecommerce marketplaces including Nykaa, Myntra, and Amazon account for 10 percent of sales.
Offline retail contributes another 10 percent through kiosks and multi-brand outlets. The company currently operates kiosks across 14 tier I and II cities and plans to expand this network to 100 kiosks by the end of the year.
“The vision is a fully omnichannel brand with meaningful offline scale, a broad portfolio spanning multiple fragrance and personal care categories, and a global outlook that eventually takes India’s fragrance identity to international markets,” said Garima Kakkar, Founder, Fraganote.
Fraganote claims to have a customer base of 3 lakh and a repeat purchase rate of 35 percent. Its average order value stands at Rs 1,500.
The company positions itself as a mid-premium homegrown fragrance brand and uses storytelling as a key part of its marketing strategy.
Garima Kakkar said, “Every fragrance is launched with a narrative, whether that’s emotional, nostalgic, or even sensory. The visuals, the music, the packaging, all the content, we create a whole world around the fragrance and use storytelling as a core product mechanic.”
Alongside body care products such as hand creams, shower gels, body lotions, mists, and lip serums, Fraganote is also exploring expansion into home and car fragrances.
The startup handles product design and formulation internally, while assembly is managed through contract manufacturing partners. Borosilicate glass bottles and atomisers are sourced from China, while perfumes are procured from Europe, the Middle East, and India.
“We are on track now to do about Rs 60 Cr revenue by FY27, and it’s our target to complete Rs 100 Cr in 18 months,” she added.
Fraganote operates in India’s growing D2C fragrance market, which is expected to reach $3.8 billion by 2030 at a CAGR of 12 percent. The company competes with brands such as Secret Alchemist, Pilgrim, Plum, and Skinn by Titan.