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Smytten operates a direct-to-consumer product sampling platform. It enables brands to offer targeted trials, letting users experience products before purchase. This data-driven model provides strategic customer acquisition for brands, empowering consumers to make informed decisions through personalized engagement.
Founded in November 2015 by Swagat Sarangi (ex-Google) and Siddhartha Nangia (ex-Unilever), both ISB alumni, Smytten addressed an unmet market need. Their insight: authentic product sampling bridges brands and consumers, overcoming traditional discovery limitations.
The platform serves D2C brands seeking market entry and consumers desiring personalized product exploration. Smytten envisions transforming product trials into a reliable, engaging experience, fostering confident purchase decisions. Its goal is an ecosystem where sampling drives brand growth and consumer satisfaction.
Smytten has raised $14.0M across 2 funding rounds.
Smytten has raised $14.0M in total across 2 funding rounds.
Smytten has raised $14.0M in total across 2 funding rounds.
Smytten's investors include MS&AD Ventures, Peak XV Partners (formerly Sequoia Capital India & SEA), Jonathan Boutelle.
Smytten is India's leading discovery and trial platform for premium lifestyle products, enabling consumers to sample items across categories like beauty, grooming, food and beverages, health and wellness, fragrances, and more before purchasing.[1][2][3][4] It serves urban millennials and discerning shoppers in the growing D2C market, projected to reach $100 billion by 2025, by curating experiences from over 900 brands including luxury names like Bvlgari and Calvin Klein, solving the problem of informed buying through free trials, verified originals, and seamless app-based shopping.[1][2][3][4] With 5 million+ users, top 20 Play Store ranking, and $20.6M in funding, Smytten demonstrates strong growth momentum as a consumer tech innovator.[1][4]
Smytten was founded in November 2015 in Bengaluru by Siddhartha Nangia and Swagata Sarangi (also referred to as Swagat Sarangi), both ex-ISB alumni with over 25 years of combined experience at Google, McKinsey, and Unilever.[2][3] The idea emerged from observing urban millennials' demand for curated premium shopping with trial options before commitment, filling a gap in e-commerce by blending discovery with experiential luxury.[3] Early traction came via a freemium model offering free trials from luxury brands exclusively on its app, leading to partnerships with 500+ premium brands and rapid user growth.[2][3]
Smytten rides the D2C boom in India, capitalizing on rising millennial demand for premium, experiential shopping amid a $100B market forecast by 2025.[1][3] Timing aligns with e-commerce maturation post-pandemic, where consumers prioritize trials to mitigate online purchase risks, amplified by smartphone penetration and urban lifestyle shifts.[1][4] Market forces like brand direct-sourcing and data analytics favor it, positioning Smytten as a bridge between luxury brands and mass discovery, influencing the ecosystem by standardizing product trials and boosting D2C adoption.[2][3]
Smytten is poised for expansion through deeper brand integrations, international trials, and AI-personalization amid D2C's sustained growth. Trends like wellness tech and sustainable luxury will shape it, potentially evolving its influence from trial pioneer to full-funnel D2C powerhouse. As India's top sampling platform scales from $20.6M funding, it redefines premium discovery for a $100B market.[1][3][4]
Smytten has raised $14.0M across 2 funding rounds. Most recently, it raised $13.0M Series B in May 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| May 1, 2022 | $13.0M Series B | MS&AD Ventures, Peak XV Partners (formerly Sequoia Capital India & SEA), Jonathan Boutelle | |
| Apr 1, 2016 | $1.0M Seed | MS&AD Ventures, Peak XV Partners (formerly Sequoia Capital India & SEA), Jonathan Boutelle |