Strokes by Namrata Mehta, a homegrown cruelty-free lifestyle brand, has raised Rs 3.3 crore from investor Shriyam Bhagnani, the company announced in Mumbai on October 21, 2026, adding to the steady stream of startup funding in India for purpose-led consumer brands.
From a home-based venture to a lifestyle brand
Founded in 2020 by artist, architect and entrepreneur Namrata Mehta, Strokes began as a small home-based venture and has grown into a lifestyle brand specialising in bags and accessories, including handbags, totes, work bags and slings. The brand sells through its direct-to-consumer website, online marketplaces and offline retail outlets.
Built around a cruelty-free philosophy, Strokes pairs everyday functionality with a purpose-led approach: it contributes a part of its website sales towards the feeding and medical care of stray animals, an initiative inspired by Mehta's rescued cat, Chino. The brand plans to use the fresh capital to strengthen operations, expand its presence and scale its business across India.
The investor
Bhagnani, an actor who played the lead role in Sumo Didi, set to release on ZEE5 on October 23, said he brings a keen interest in distinctive Indian consumer brands and their growth potential. Celebrity-backed angel cheques continue to be a meaningful early signal for D2C brands in India.
Why it matters for founders
A clear values story — cruelty-free plus animal welfare — helped a bootstrapped accessories label attract capital without chasing deep discounts. For early D2C founders, a genuine mission can be as bankable as a growth chart.