Brands
Miraggio scoops the summer with a creamy new drop
MUMBAI: This summer, fashion got a little sweeter. Miraggio has stirred up the accessories scene with Summer Scoop, a limited-edition handbag collection inspired by the creamy colours and indulgent textures of iconic ice cream flavours. Think zesty mango, silky vanilla, and moody chocolate—served not in cones, but on your arm.
The brand dished out more than just bags. It kicked off the launch with an influencer-led mystery campaign—sending out cryptic PR hampers featuring ice cream scoopers, scratch cards, and secret notes that teased a flavour-forward reveal. The final treat? An exclusive pop-up in Mumbai, where creators, media, and contest winners discovered their personalised ‘flavour’ in bags—and on cones.
To up the sensory ante, Miraggio teamed up with artisanal ice cream brand Indu, offering guests scoops that matched the bags: pistachio white chocolate matcha, milky chocolate, and saffron mango, among others. The result was an Instagrammable frenzy of reels, countdowns, and colour-coordinated content that had influencers—and their followers—licking their screens.
“With Summer Scoop, we set out to do more than launch a collection, we wanted to craft an experience and launch one of our most unique campaigns yet. Fashion, much like food, evokes memory, mood, and indulgence, so we leaned into that feeling. By drawing inspiration from ice cream flavours and creamy textures, we created bags that are meant to be felt—literally and emotionally. From the buttery finishes to our flavour reveal at the pop-up, every detail was designed to tickle the senses, spark curiosity, and serve up a little joy,” said Miraggio founder & CEO Mohit Jain.
By blending nostalgia, sensory cues, and a dash of cross-industry flair, Miraggio’s campaign hit the sweet spot. Summer Scoop wasn’t just a launch—it was a tasty masterclass in storytelling that you could almost taste.
Brands
Pre-seed funding fuels nailinit, India’s new-age nail care brand
Gruhas Collective Consumer Fund backs Gen Z-focused beauty startup
MUMBAI: nailinit, a community-first nail care startup targeting Gen Z and millennials, has raised Rs 2.5 to Rs 3 crore in a pre-seed round led by Gruhas Collective Consumer Fund and Marsshot VC, alongside a clutch of consumer, technology and operator angels.
Backed by entrepreneur and investor Nikhil Kamath, Gruhas Collective Consumer Fund is betting on nailinit’s attempt to give India’s nail care aisle a long overdue makeover. The fresh capital will be used to deepen distribution across quick commerce and D2C channels, build its community engine, and accelerate product innovation in a category that is high frequency but still light on strong brands.
Founded by Tanishq Ambegaokar and Shubham Singhal, nailinit is positioning itself at the crossroads of beauty, self-expression and culture. The brand wants nails to be more than a finishing touch. It sees them as a canvas for identity, content and commerce.
“At nailinit, we are building for a generation that sees beauty as self-expression, not just routine,” said Ambegaokar. “The nail category in India has largely been underserved by strong brands. This capital allows us to invest in product depth, community and distribution in a thoughtful and long-term way.”
Singhal added that while the brand’s tone may be playful, its operating focus is sharp. “This round strengthens our supply chain, expands our digital footprint and enables disciplined execution as we scale.”
The funding round drew notable angels including Shashank Kumar of Razorpay, Arjit Johri of Marsshot VC, Yash Jain, formerly of NimbusPost, Karan Jindal of Meta, Jivraj Singh Sachar of ISV Capital, Nishank Jain of Accel, Yashvardhan Kanoi, Ashwarya Garg of HYPD, Venus Dhuria of Phot.AI and Amishi Parasrampuria of The Whole Truth.
Gruhas Collective Consumer Fund fund manager Gauri Kuchhal, believes the opportunity lies in shifting habits. “Nail care remains underpenetrated in India, with consumers relying on time-intensive salon visits. As convenience and self-expression gain ground, press-on nails can unlock more frequent and experimental usage. Nailinit is well-placed to expand beyond press-ons into adjacent categories.”
The brand is currently the only nail care player in India blending product-led retail with a dedicated kiosk at Jio World Drive in Bandra, where customers can walk in for services while discovering the range. It has also built early traction across quick commerce platforms such as Zepto and Blinkit, with a launch on Instamart in the pipeline, and is available on Amazon, strengthening its omnichannel presence.
In a space long dominated by salon chairs and scattered labels, nailinit is attempting to file, shape and polish the category into something sharper. With fresh funding in hand, the startup is setting out to prove that in beauty, small details can make a bold statement.
