Delhi | July 2026
Highlights
- Funding: USD 450,000 pre-seed round led by ALL IN Capital and Huddle Ventures.
- Focus: Accelerate debut Fragrance Category and Carryable Perfume Accessories.
- Strategy: Invest in product innovation, content, brand building, and community development.
- Vision: Build India’s next global lifestyle brand through culture as much as commerce.
Announcement
CUNIN, a culture-led lifestyle brand, has raised USD 450,000 in pre-seed funding from ALL IN Capital and Huddle Ventures. The capital will be used to accelerate product development, strengthen the team, expand offline presence, and invest in brand building and community engagement.
Founded with the belief that enduring consumer brands are built through culture and identity, CUNIN is entering India’s premium fragrance market with a differentiated approach, creating products that serve as symbols of self-expression rather than mere consumables.
Kunal Shukla, Co-Founder & CEO, CUNIN: “CUNIN is built as a global cultural IP designed to resonate far beyond India. We are creating for a generation that values self-expression over conformity. Our vision is not simply to build products people consume, but to create symbols, stories, and experiences people emotionally connect with. We tell people to stay IM–Perfect, stay IM–Mature. In many ways, CUNIN represents that one friend your parents warned you about, the notorious misfit who stands by you when it matters most.”
Sanil Sachar, Founding Partner, Huddle Ventures: “The next generation of consumer brands will be built through culture as much as commerce. CUNIN understands both. We were impressed by a founding team that combines complementary operating experience with a bold vision to build a culture-first lifestyle brand for Gen Z.”
Aditya Singh, Founding Partner, ALL IN Capital: “Having closely seen the founders execute at one of our portfolio companies, we had strong conviction in their ability to build. In a fast-growing fragrance category, CUNIN is taking a differentiated, brand-first approach with strong creative vision and deep consumer understanding.”
Founding Team
- Kunal Shukla (26): Former NEWME leader in product strategy, marketing, partnerships, and offline expansion. Built and exited ventures including a cloud kitchen and Foodeo (incubated by Razorpay Rize).
- Amish Bibhu (26): Led buying, merchandising, and category expansion across 14 categories at NEWME.
- Afsal (27): Built NEWME’s finance and operations infrastructure, enabling rapid omnichannel growth.
Together, the founders believe products attract consumers, but culture creates enduring brands.
Product Differentiation
- Carryable Perfume Accessories: Designed to be worn, clipped, and seen, an extension of persona.
- Creative Language: The World of Antonyms, evocative names like IM-Perfect, DIS-Loyal, MIS-Placed, MIS-Aligned.
- Exclusive Availability: Products available via cunin.in.
Market Context
India’s premium fragrance market is growing rapidly, driven by Gen Z consumers, rising disposable incomes, and premiumisation. CUNIN aims to build a design-led lifestyle brand that competes through culture, identity, and community rather than product alone.
Future Plans
- Scale fragrance portfolio.
- Invest in content, brand experiences, and community building.
- Expand into adjacent lifestyle categories.
- Collaborate with international creators and cultural tastemakers to strengthen global footprint.
