Exclusive: D2C Brand Metaman Bags Funding From KL Rahul To Launch Perfume Range

D2C men’s lifestyle brand Metaman has raised additional funding from cricketer and existing investor KL Rahul for the launch of its perfume range.

Besides the investment, Rahul will also become the brand ambassador of the startup, its cofounder and CEO Harsh Maskara told Inc42. However, he declined to disclose the funding amount.

Maskara said that Metaman will use the capital for the launch and marketing of the fragrance range, which is set to be launched on August 30. The startup will also use a part of the funds to enter new lifestyle products segments, expand its apparel offerings, and open more retail stores. 

Founded in 2022 by Maskara and Anil Shetty, Metaman began operations as a D2C jewellery brand for males. In 2023, it acquired millennial-focussed luxury jewellery brand Drip Project for $1 Mn.

Metaman currently sells chains, bracelets, pendants, and apparel for men via Drip Project’s website. It also has an offline store in Mumbai. The startup is backed by the likes of actor Suniel Shetty, Zerodha cofounder Nikhil Kamath, BookMyShow founder Ashish Hemrajani, Razorpay cofounder Shashank Kumar, among others.

Maskara said that Metaman aims to become a comprehensive men’s lifestyle brand, following the model of global brands like Zara.

“Having KL Rahul reinvest and join as brand ambassador is a significant milestone for us… We’re reimagining Drip Project’s premium perfumes under the Metaman banner, and Rahul’s involvement will help us connect with our target audience more effectively,” he added. 

Commenting on the investment, Rahul said, “I’m excited to continue my journey with Metaman. Their commitment to quality and innovation in the men’s lifestyle space aligns with my personal values. This fragrance line is something I believe young Indians will truly appreciate.”

The development comes at a time when a number of D2C startups have emerged in the country over the last few years on the back of rising internet connectivity and improving access to smartphones. As a result, investors and celebrities are lining up to invest in D2C brands. 

Just last month, Olympian PV Sindhu invested in D2C wellness brand Hoop. Earlier this year, actor Ranveer Singh invested in products and smartwatch maker boAt, while he is also the co-owner of D2C brand Bold Care. 

Meanwhile, Rahul is an active investor in the Indian startup ecosystem and counts D2C fitness brand Boldfit in his portfolio. He has also invested in vehicle financing startup OTO and men’s apparel brand XYXX.