Suryakumar Yadav Back D2C Fragrance Brand EM5

D2C fragrance brand EM5 has secured an undisclosed investment from Indian cricketer Suryakumar Yadav. The startup has also onboarded Kumar as a partner in the company. 

In a statement, EM5 said that the partnership is “rooted in strong audience alignment and shared sensibilities”. 

“EM5 is a young, homegrown brand that’s genuinely committed to changing the fragrance game in India, and I’ve always loved how scent becomes a part of your everyday identity… As an investor and partner, I’m excited to be part of a journey that’s building something authentic, digital-first, and rooted in India,” said Yadav. 

Founded in 2022 by Shashank Chourey, EM5 is a D2C brand that sells a range of products such as perfumes, roll-ons, foot sprays, scented candles and beard balms. The startup sells its products via its own website, online marketplaces and quick commerce platforms. 

EM5 also featured on the 2025 edition of Inc42’s FAST42 list. 

The D2C brand clocked a revenue of INR 7.08 Cr in the fiscal year 2023-24 (FY24), up 4X from INR 1.43 Cr in the year-ago fiscal. 

The bootstrapped startup last year told Inc42 that it was working to establish a stronger presence in select retail and experiential spaces to improve brand visibility and engagement. At the time, it was also exploring partnerships with boutique perfumeries and looking to launch exclusive collections. 

The development comes amid growing investor interest in the D2C fragrance, driven by the rapid growth of affordable luxury, focus on clean ingredients and growing purchase power of GenZ customers. 

Earlier this month, D2C perfume brand Secret Alchemist raised $3 Mn (INR 27.1 Cr) in a seed round led by Hindustan Unilever’s venture arm, Unilever Ventures, in a mix of primary and secondary transactions. 

At the heart of all these is the broader Indian beauty and personal care market, which is expected to become a $28 Bn+ opportunity by 2030.

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