MAM
Swizzle gets a seed funding boost to bolster its Mocktails’ range
Mumbai: Bengaluru-based new-age beverage startup Swizzle – pioneering provider of Made-in-India mocktails crafted entirely with natural ingredients – has announced raising an undisclosed amount in seed funding from multiple angel investors. The recently-concluded equity-based seed investment round was led by Swizzle’s existing investor Mrs. Monika Rao, and witnessed participation from another prior investor Dr. Akshay Singhal, Founder & CEO, of Log9 Materials; while the new investors of this round include Deepak Gambhir and Sri Harsha Thota. Swizzle had, back in 2022, raised its first funding round, the proceeds from which has been spent by the startup towards product development and obtaining product-market fit. Till date, the startup has raised cumulative funding of over Rs one crore.
The newly acquired seed capital shall enable Swizzle to promote its exciting new range of premium canned mocktails on a grand scale in the near future. Moreover, the startup plans to use the funds towards team building (hiring skilled and talented people across sales, distribution, marketing, and other roles), inventory enhancement (building up more inventory to increase in-store product availability and meet surging demand), quality control (maintenance of premium, high-level standards across the production value chain), and expansion of its distribution network (optimizing logistics, partnerships, and systems in order to ensure smooth and widespread availability of Swizzle mocktails, especially on the retail side). Additionally, a significant portion of these funds shall also be allocated towards marketing and brand-building initiatives such as online and offline campaigns, pop-ups and events, branded packaging and collateral creation, and so on, with the end-goal of increasing brand awareness and reaching a wider potential user base.
Speaking about the fundraise, Swizzle co-founders Vrinda Singhal and Deepender Singh said, “We are super excited to announce our latest seed fundraise, which marks a pivotal milestone in Swizzle’s journey, and catalyses our mission of revolutionizing the beverage industry in India. It allows us to introduce our line-up of refreshing mocktail products to a wide audience across both the B2C and B2B segments, and establish a strong presence across retail locations. By August 2024, we aim to be accessible in more than 1000 locations and plan to extend our reach to several new cities across the nation, thus bolstering our distribution network. And the latest funds raised shall play an instrumental role in achieving this goal through implementing effective marketing and go-to-market strategies, thereby propelling us forward to experience accelerated growth in the years to come, and helping us become the preferred choice for more and more beverage enthusiasts across India.”
Rao said, “Swizzle has demonstrated a unique ability to innovate and bring to market a range of high quality mixers. Their revamped hip and cool branding and packaging will help them scale and acquire the upwardly mobile young customer base across Tier 1 cities. This category is still young and favours ready to consume innovative products. Swizzle is placed uniquely to capture this market segment”.
MAM
Ajio launches Dhurandhar merchandise collection with Jio Studios
Limited edition range inspired by the film starts at Rs 349 on Ajio.
MUMBAI: When cinema meets the wardrobe, fandom doesn’t just stay on the screen, it walks out onto the street. Ajio, India’s fashion e-commerce platform, has launched an exclusive merchandise collection inspired by the spy-action film Dhurandhar, extending the film’s bold on-screen personality into everyday fashion.
The limited-edition range has been created in collaboration with Jio Studios and features graphic driven apparel and statement silhouettes that draw directly from the film’s high-energy aesthetic and characters.
Designed to appeal to both movie fans and style conscious shoppers, the collection translates the cinematic swagger of Dhurandhar into wearable fashion pieces starting at Rs 349.
The collection includes graphic T-shirts featuring iconic movie quotes, signature tees inspired by actor Ranveer Singh and limited-edition signed Pathani outfits that echo the larger-than-life style associated with the film’s characters.
Also part of the line-up is a collection inspired by Sara Arjun, translating her on-screen styling into contemporary silhouettes designed to appeal to younger audiences and fashion forward fans.
With bold typography, statement graphics and confident tailoring, the range blends cinematic storytelling with streetwear aesthetics, turning the film’s cultural energy into a fashion statement.
The collaboration reflects Ajio’s growing strategy of using fashion collaborations to tap into pop culture moments and entertainment properties.
By bringing elements of popular films into apparel, the platform allows audiences to move beyond simply watching a film and instead wear their fandom, making cinema part of everyday style.
Produced by Jio Studios and B62 Studios, Dhurandhar has emerged as one of the most talked-about action thrillers in recent times, known for its high-octane storytelling and larger-than-life characters.
The film, written and directed by Aditya Dhar, is also set to expand into a franchise, with the sequel “Dhurandhar: The Revenge” scheduled to release in theatres worldwide on March 19, 2026.
By launching the merchandise collection ahead of the sequel, Ajio and the film’s producers are extending the film’s universe into fashion, giving fans another way to connect with the story and its characters.
The Dhurandhar merchandise collection is now available exclusively on Ajio, bringing cinematic attitude, bold graphics and spy-thriller swagger straight into the wardrobes of fans.
