Saurabh Jain, Cofounder Livspace, Srivatsan Chari, Cofounder, Cleartax, Kunal Mahipal, Cofounder, Onsitego, Meghana Agarwal, Cofounder, Indiqube, Sunil Khaitan, MD and Head of India Capital Solutions Group, Goldman Sachs, have invested INR 4 Cr (~USD 500K) in Orange Sugar Kids wear brand.
The pre-seed angel funding round was led by Consumer Collective by Atrium and Ramakant Sharma as co-lead.
Founded by Tarun Agrawal, Payal Agarwal, and Bharath Gupta, Orange Sugar was established to address the growing demand for high-quality, comfortable, and stylish kidswear for children up to 10 years.
Tarun Agrawal, Co-founder of Orange Sugar, said, “Parents want kidswear that’s comfortable, safe, and designed for everyday life and not just for the occasional party or festival. Yet most kids brands focus on fashion and ethnic wear, which makes up barely 20% of a child’s wardrobe.
At Orange Sugar, we’re building India’s go-to brand for the other 80% premium everyday essentials that kids truly live in. This fundraise is a strong validation of our vision, and with the support of experienced investors, we’re ready to scale, innovate, and lead this category with uncompromised quality and trust.”
Nikita Dhingra (Partner, Consumer Collective), added, “Having run my own kidswear brand for over 5 years, I’ve seen firsthand the many challenges this category brings. What excites us about Orange Sugar is how effectively the team has solved for building a strong supply chain, delivering consistently high-quality products.
With such a passionate founding team at the helm, we truly believe Orange Sugar is on its way to becoming one of the most loved kidswear and kids’ lifestyle brands in India.”
The brand offers 100% cotton everyday basics that blend safety, durability, and modern design, catering to the expectations of contemporary Indian parents..
Editor’s Note
Until about two decades ago, consumers were comfortable to shop for their kids and themselves at Multi-brand Outlets (MBOs). Over time, these consumers, especially led by GenX and GenZ have moved to shop at Exclusive Brand Outlets (EBOs). .
This has led to exclusive brands and exclusive stores for children, especially for the aspiring middle-class.
Thanks to the e-commerce boom, easier returns and affordable pricing, several kids wear brands have done well over the last few years, though EBO profitability remains a challenge.
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