MAM
Eon Electric brings Goosebumps on board as creative partner
MUMBAI: Eon Electric has roped in Delhi-based agency Goosebumps to handle its creative mandate. The home appliance brand had called for a multiagency pitch that also saw a participation from Saatchi and Saatchi, Percept/H, DDB Mudra and RK Swamy BBDO.
Confirming the news to indiantelevision.com, Eon Electric marketing manager Saurabh Sinha said, “The size of the business is between Rs 150 million and 200 million. We were looking at someone to partner us in the strategy and creative processes of marketing the brand and after close inspection; we found Goosbumps fir the bill.”
Eon Electric was earlier part of the Indo Asian Fusegear group and was taken over by LeGron recently. Post the change in ownership, the company has plans of expanding it product portfolio to lights, fans, mobile accessories apart from modular switches and wires and cables. The company also plans to physically expand by setting up shop in Haridwar in the near future.
“Since we are planning to expand on a large scale, we thought it would be wise to get a professional agency on board,” revealed Sinha.
The media duties for the brand are carried out by an in-house team. Sinha averred that down the line, Eon Electric may get a media agency on board as well. As of now, the company‘s next project is to find a suitable digital agency to carry out the digital duties including social media.
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.
