Antithesis raises ₹5 Crore in Pre-Seed Funding co-led by Rukam Capital and V3 Ventures

Antithesis, an emerging beauty and personal care disruptor in India’s rapidly growing landscape has secured ₹5 crore investment in its pre-seed funding. The round was co-led by Rukam Capital and V3 Ventures, marking a significant milestone for the young startup while aligning with the funds and their commitment to backing visionary brands that disrupt traditional markets while championing innovation.

The strategic investment is structured to support Antithesis’s aggressive growth plans as a digital first beauty company. Furthering product innovation, market and distribution channel expansion while also strengthening its brand presence in India’s dynamic personal care market. The funding will further be utilized to drive innovation in formulation, ensuring high-performance, multifunctional products that cater to the evolving needs of today’s consumers.

Commenting on the investment deal closure, Archana Jahagirdar, Founder and Managing Partner of Rukam Capital, says, “At Rukam Capital, we always look out for founders who are reimagining industries with fresh perspectives and innovative solutions. The personal care sector in India is evolving rapidly, driven by a growing demand for smarter, high-performance products that align with modern lifestyles.”

“At V3 Ventures, we’re so excited to see what’s happening in the BPC market in India. We’re probably one of the only places in the world where a tier 3 consumer also has serious product knowledge. When Aparna brought the idea of multifuncional products to us, we were instantly drawn to it because this was something unique amongst all the clutter.” said Arjun Vaidya, Co-founder and Managing Partner at V3 Ventures.

Founded by Aparna Saxena, former Partner at a prominent venture capital firm Good Capital, Antithesis is revolutionizing the beauty and personal care space in India through its innovative data-driven approach to product development and with a contrarian viewpoint of “the luxury of less” on the ever expanding personal care category.

The company’s unique methodology treats beauty and personal care products like technology products, allowing for continuous innovation and feature expansion based on consumer feedback and emerging trends.

“I identified a critical gap in India’s personal care market. Women were overwhelmed by complex routines and multiple products marketed as “essential,” yet they struggled to find solutions that delivered meaningful results. I want Indian women to feel less burdened by endless routines and get more value for their investments in personal care products.” said Aparna.

This funding round positions Antithesis to capitalize on India’s booming beauty market, projected to reach $27 billion by 2027, driven by increasing disposable income and rising beauty consciousness among India’s young population.

Rukam Capital, with a track record of backing high-growth consumer brands, has previously invested in brands like Beco, Sleepy Owl, Yoho, GO Desi, upliance.ai and Indus Valley amongst others. And, V3 Ventures is a founder led early stage fund backed by the Verlinvest group that invests in disruptive consumer companies across the globe including Kuku FM, Go Zero, Dil Foods, Ugaoo and Deconstruct.