Select Brands, incubated at the JITO Incubation and Innovation Foundation (JIIF), has secured Rs 6.5 crore in its Pre-Series A funding round, led by Agra Gwalior Pathways and Airen Holdings. Other marquee investors include We Founder Circle, Prataap Snacks, Apricot Foods, Workie, and IVY League Ventures.

According to a news release from the company, the cash will be used to grow its current operations, investigate new markets, and extend its reach through category development.

Founded in 2022 by Agam Choudhary and Saksham Jain, Select Brands’ journey began with the launch of Kyari in April 2022, a D2C brand offering home-grown plants. With multiple plant varieties catering to different needs and spaces, Kyari quickly gained traction among plant enthusiasts.

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We are expanding into new markets by introducing new brands while concentrating on the expansion of current ones. 30% of the funds will go toward new sub-brands, with the remaining 70% going toward Kyari, the company’s current sub-brand that is growing, according to a press statement from Choudhary.

JITO Incubation Centre is a structured program that helps with essential resources for startups, including vital components such as mentorship, a global network, technology, peripheral services (such as legal and financial assistance), and business connections, all under one roof.