Bengaluru-based lifestyle startup CUNIN has raised $450,000 (around ₹3.9 crore) in a pre-seed funding round co-led by All In Capital and Huddle Ventures. The startup plans to use the fresh investment to develop new products, grow its team, strengthen its brand, and expand into offline retail stores.
Started by three former leaders from fashion brand NEWME, CUNIN is trying to create more than just a perfume brand. The company wants to build a lifestyle brand where products represent identity, self-expression, and culture, especially for Gen Z consumers.
Founded by Former NEWME Executives
CUNIN was founded by Kunal Shukla, Amish Bibhu, and Afsal, who previously worked together at NEWME, one of India’s fastest-growing fashion brands. Each founder brings experience from different parts of the business, including product development, merchandising, finance, and operations.
Kunal Shukla, 26, is the Co-Founder and CEO of CUNIN. He was part of NEWME from its early days and worked on product strategy, marketing, partnerships, and offline expansion. Before joining NEWME, he also started and exited several businesses, including a cloud kitchen venture and Foodeo, a food-tech platform supported by Razorpay Rize.
Co-Founder Amish Bibhu, also 26, managed buying, merchandising, and category expansion at NEWME. His experience in using data to understand customer demand is expected to help CUNIN build new products.
The third co-founder, Afsal, 27, spent nearly four years managing finance and operations at NEWME. He helped build the systems needed to support the company’s fast growth, and he now brings the same experience to CUNIN.
The founders say they are not only building a fragrance company but also creating a brand that connects with young people through culture and self-expression.
A New Category Called ‘Carryable Perfume Accessories’
CUNIN wants to stand out from traditional perfume brands by introducing what it calls “Carryable Perfume Accessories.” Instead of keeping perfume bottles inside a wardrobe or drawer, the company has designed products that people can wear, clip onto their belongings, and carry as part of their everyday style.
The brand believes that today’s Gen Z consumers want products that reflect their personality. Its message encourages people to accept their imperfections and be themselves instead of trying to fit in.
The company’s tagline, “You might be one of us. For the IM-perfects,” reflects this idea.
CUNIN has also taken a different approach to naming its first fragrance collection, “The World of Antonyms.” Rather than using common perfume names inspired by flowers or places, the products are named IM-Perfect, DIS-Loyal, MIS-Placed, and MIS-Aligned.
According to the founders, these names are part of a larger branding idea. They want customers to recognise these unique words and connect them directly with CUNIN.
At present, the company’s products are available only through its direct-to-consumer website.
Funding to Support Expansion Plans
The newly raised funding will help CUNIN speed up product development and add more talent to its team. The company also plans to invest in brand building, content creation, and customer experiences to increase awareness.
Another major focus will be expanding into offline retail so customers can experience the products in physical stores. Over time, CUNIN plans to grow its fragrance range before moving into other lifestyle categories.
The startup also wants to work with international creators, designers, and cultural influencers to build a global presence.
The investors believe India’s premium fragrance market is growing quickly because of higher spending, changing consumer preferences, and increasing demand from Gen Z shoppers.
Sanil Sachar, Founding Partner at Huddle Ventures, said future consumer brands will succeed by combining culture with business. He added that the founders have the right mix of skills and a clear vision to build a unique global brand from India.
Aditya Singh, Founding Partner at All In Capital, said the firm had closely watched the founders during their time at NEWME. Their strong execution and different approach to brand building gave the investors confidence to support CUNIN from the beginning.
With fresh funding, an experienced founding team, and a unique brand identity, CUNIN is now preparing for its next stage of growth as it looks to make its mark in India’s fast-growing lifestyle and fragrance market.