Brands
Bonjour says good morning to bamboo socks
MUMBAI: Socks are socks, right?
But no, not for the sock connoisseur!
They are very selective about the socks they wear. 100 per cent cotton socks, socks that breathe, are preferred in a country like India, especially in the more hot, humid cities or towns.
Then some executives like – Sunil Lulla – he of MTV fame – like to collect their highly colourful socks. Others have their socks differently coloured with the days on each. Many a company has special socks manufactured and have their brands put on them and they are given away to senior executives or to visitors at exhibitions. And yet others go for the plain vanilla, bland black and white socks, every day of the week.
The 47 year old Bonjour Socks brand is now banking on users going for its innovative bamboo sock range. Designed with an eco-friendly and sustainable fabric, this new collection promises a blend of comfort, style, and utility, making it a new year gift.
The bamboo socks range features multiple color options and boasts qualities such as odour resistance, breathability, and durability, catering to the evolving needs of today’s consumers. Bamboo, known for its natural antibacterial properties, ensures that these socks provide a fresh and hygienic experience throughout the day.
Simultaneously, Bonjour has kicked off its 7 Days No Smell campaign. The campaign features an engaging short film that highlights the remarkable odour-resistant quality of the bamboo socks, showcasing their ability to remain fresh even after seven days of wear. (Now if the socks don’t live up to that promise, Bonjour might run into a spot of bother. Because s consumer might dare wear them for the seven days and if they smell, it might start off a viral campaign! Bonjour, are you listening?)
The bamboo socks range are to be made available at affordable prices (according to the company) across Bonjour’s retail outlets and online stores. Bonjour serves more than 17,000+ retailers and over 180+ distributors across India.
“At Bonjour, we are committed to innovation and sustainability. Our new bamboo socks range is a testament to this vision, offering customers a product that is not only eco-friendly but also high-performing,” says Bomjour Socks MD Rajkumar . “With the 7 Days No Smell campaign, we aim to inspire confidence and provide a delighttful solution for daily comfot and hygiene.”
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Brands
Aman Gupta’s OFF/BEAT secures Rs 100 crore seed funding round
Bessemer backs new venture betting on AI and India’s digital shift
MUMBAI: Aman Gupta has raised Rs 100 crore in seed funding for his new venture OFF/BEAT, with Bessemer Venture Partners leading the round as it bets on a new wave of AI-led, consumer-first businesses in India.
The funding marks an early but significant push for OFF/BEAT, which is positioned to tap into a rapidly evolving market shaped by a digitally native generation and advances in artificial intelligence. The venture aims to build at the intersection of culture and technology, where brand identity and innovation increasingly go hand in hand.
Gupta, best known for co-founding boAt and scaling it into a Rs 3,000 crore-plus business, is now looking to apply those learnings to a new playbook. His focus this time is not just on building a consumer brand, but on leveraging AI and global networks to accelerate growth.
OFF/BEAT founder Aman Gupta said, “Having built from scratch before, I know what capital can do and what it cannot. This time, I was looking for partners with a global perspective who can help me leverage technology and AI, because that is where the future lies. Bessemer’s track record with companies like Anthropic, Shopify, Canva and LinkedIn says it all.”
The choice of investor reflects that ambition. Bessemer Venture Partners has backed global technology players such as Anthropic, Shopify, Canva and LinkedIn, bringing not just capital but strategic support and global reach.
Bessemer Venture Partners partner Anant Vidur Puri said, “We back founders who see around corners. Aman saw how a new India would come to think about aspiration, identity and quality, and built boAt as proof. He is now applying that same instinct to a market being reshaped by AI and by a generation with entirely new expectations.”
The investment comes at a time when India’s startup ecosystem is being reshaped by both consumer behaviour and technological disruption. Founders are increasingly expected to understand not just products, but the cultural shifts that drive adoption.
For OFF/BEAT, the journey is just beginning, but the signal is clear. In a market where attention is fleeting and expectations are rising, building something truly distinctive may be the only way to stay on beat.
