The Indian answer to Thrasio is making some aggressive moves in the fashion, beauty-skin care, pets, and home-kitchen sectors.

Flipkart Ventures and Tiger Global backed G.O.A.T Brand Labs are taking D2C (direct-to consumer) brands to the next level, with 11 strategic brand partnerships.

G.O.A.T Brand Labs, a venture which started a few months back, acquires and scales D2C brands. The current acquisitions are in the fashion, beauty-skin care, pets and home-kitchen categories.

G.O.A.T was founded by Rishi Vasudev and Rameswar Misra, who bring with them decades of expertise in this space. Vasudev, a veteran retail executive, previously headed Flipkart’s fashion business.

“Each of our acquisitions is special and strengthens G.O.A.T Brand Labs as a D2C accelerator platform,” said Rishi Vasudev, Co-founder and CEO of G.O.A.T Brand Labs. “We are on course to enable passionate founders and their brands and scale at least twenty-five D2C brands to Rs 100 crore in the next 3-4 years.”

Frangipani, a Mumbai-based kids clothing brand, popular among Bollywood celebrity parents, is one of the first partnerships that G.O.A.T Brand Labs revealed. Some of the other acquisitions done by G.O.A.T Brand labs, which will be revealed soon, include a women’s lifestyle brand and a leading global inner wear and loungewear brand.

“I am extremely excited to announce Frangipani as our first investment. Sunaina and Mansi, Frangipani’s founders, have built their business with great love and care,” said Vasudev. “They have a very loyal base of consumers, including many Bollywood stars and their kids. Together we will take this proposition to a much bigger audience with speed and efficiency.”

The model is similar to US-based Thrasio, a digital consumer goods company that acquires private label Amazon FBA businesses and direct-to-consumer e-commerce brands.

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