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Is Samantha Prabhu joining Secret Alchemist to launch a new era of wellness and aromatherapy?
Actress Samantha Prabhu has taken a significant step into the startup world by becoming a co-founder of Secret Alchemist, a direct-to-consumer (D2C) wellness brand specializing in aromatherapy. This move not only marks her entry into the wellness sector but also coincides with the brand’s recent achievement of raising $500,000 in a seed funding round led by Inflection Point Ventures (IPV), with contributions from prominent investors including Siddharth Shah, founder of Pharmeasy, and Rishubh Satiya, founder of Plix.
Founded in 2021 by Ankita Thadani and Akash Valia, Secret Alchemist focuses on creating a diverse range of products centered around essential oils and holistic wellness. The brand aims to utilize the newly acquired funds to enhance its marketing strategies, strengthen its brand presence, and expand its customer base. Thadani expressed enthusiasm regarding Prabhu’s involvement, highlighting that her personal journey with aromatherapy aligns perfectly with the company’s mission to promote wellness at its core.
Samantha Prabhu shared her personal connection to aromatherapy during her healing journey abroad, where she discovered the comforting effects of essential oils. She emphasized how this experience motivated her to seek out a trustworthy brand upon returning to India. After trying Secret Alchemist’s products and experiencing their positive impact firsthand, she felt compelled to share this transformative experience with others. “It’s not just about investing in a brand—it’s about believing in the power of natural remedies to bring true well-being,” she stated.
The funding will also facilitate team expansion and operational scaling as the company prepares for the festive season. Secret Alchemist plans to broaden its product offerings by introducing pure-grade essential oils available in various forms, including creams, mists, and shower gels. Currently, the product lineup includes roll-ons, candles, pain management solutions, hair care products, and skincare items. Additionally, the company provides bulk order options and consultations with certified aromatherapists.
The beauty and personal care market in India is experiencing rapid growth, valued at $31.5 billion with an annual growth rate of 30%. The D2C body care segment alone is valued at $2.6 billion. Secret Alchemist aims to tap into this expanding market by targeting consumers who prioritize sustainable and wellness-focused products.
Samantha Prabhu’s investment in Secret Alchemist marks her fourth foray into the startup ecosystem. She has previously invested in brands such as SustainKart, Nourish You, and The Souled Store. This trend of celebrity involvement in startups is becoming increasingly common in India; for instance, actor Nayanthara recently invested in the event tech startup Ticket9.
As Secret Alchemist embarks on this new chapter under Samantha Prabhu’s co-leadership, it is well-positioned to make a significant impact in the wellness sector. The combination of Prabhu’s influence and the founders’ expertise in aromatherapy is expected to drive growth and foster a deeper connection with consumers seeking holistic wellness solutions.
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D2C Brand Neeman’s Raises $4 Million for Tier 2/3 Store Expansion & Eco-Friendly Shoes
Hyderabad, January 13, 2026 Neeman’s, India’s leading D2C footwear brand famed for sustainable shoes and patented PIXLL® technology, has raised $4 million from existing investors. This funding boosts its cumulative capital past $10 million since 2015, with a post-money valuation nearing $50 million. CEO Vijay Chahoria emphasized offline retail as the “next frontier,” planning 50+ new stores in Tier 2/3 cities like Jaipur and Lucknow to blend eco-friendly innovation with hands-on customer experiences.
In India’s booming D2C ecosystem where footwear sales hit ₹1.2 lakh crore in 2025 Neeman’s targets hybrid retail amid high online CAC and 25-30% returns. Backed by vegan, machine-washable shoes priced ₹2,000-4,000, the brand leverages PIXLL® (5x more breathable than leather) for carbon-neutral comfort. Recent 5x revenue growth to ₹100 crore ARR, 1M+ pairs sold via Myntra and stores, and awards at India D2C Summit 2025 position it ahead of rivals like Paaduks.
Neeman’s offline expansion India eyes the $15B sustainable footwear market by 2028, fueled by PLI schemes, Gen Z’s 70% eco-preference (Nielsen), and Southeast Asia exports. Challenges like real estate costs are offset by data-driven inventory and omnichannel QR tech. Watch for Q1 2026 launches in Hyderabad and Bengaluru redefining D2C success through authentic, “Wear the Change” branding.
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Centre Mulls Revoking X’s Safe Harbour Over Grok Misuse
The Centre is weighing the option of revoking X’s safe harbour status in India after its AI chatbot Grok was allegedly misused to generate and circulate obscene and sexually explicit content, including material seemingly involving minors. The IT Ministry has already issued a notice to X, directing the platform to remove unlawful content, fix Grok’s safeguards, act against violators, and submit a detailed compliance report within a tight deadline. If the government finds X’s response inadequate, it could argue that the platform has failed to meet due‑diligence standards under Indian law, opening the door to harsher action.
Under Section 79 of the IT Act, safe harbour protects intermediaries like X from being held directly liable for user‑generated content, provided they follow due‑diligence rules and promptly act on legal takedown orders. Revoking this protection would mean X and its officers could be exposed to criminal and civil liability for obscene, unlawful, or harmful content that remains on the platform, including AI‑generated images from Grok. This prospect significantly raises X’s compliance risk in India and could force tighter moderation, stricter AI controls, and more aggressive removal of flagged posts.
The Grok episode also spotlights the regulatory grey zone around generative AI, where tools can create harmful content at scale even without traditional user uploads. Policymakers are increasingly questioning whether AI outputs should still enjoy the same intermediary protections as conventional user posts, especially when they involve women and children. How the government ultimately proceeds against X over Grok misuse could set a precedent for AI accountability, platform responsibility, and safe harbour interpretation in India’s fast‑evolving digital ecosystem.
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How Pronto Is Redefining 10-Minute Home Services in India with a $25 Million Fundraise
Home services startup Pronto is in advanced talks to raise about $25 million at a near-$100 million valuation, underscoring strong investor confidence in India’s fast-growing 10-minute home services market. This potential round would be the company’s third major funding milestone after its $2 million seed and $11 million Series A in 2025, backed by marquee investors such as General Catalyst, Glade Brook Capital, Bain Capital and new participant Epiq Capital. The fresh capital is expected to further strengthen Pronto’s positioning as a leading tech-led household help platform for urban consumers.
Pronto operates a 10-minute on-demand home-services platform that connects users with trained, background-verified workers for everyday tasks like sweeping, mopping, utensil cleaning, laundry and basic cooking. Using a hub-and-spoke, shift-based model, the startup stations workers at hyperlocal hubs, enabling sub-10-minute fulfilment and more predictable earnings compared to the informal domestic-help market. Founded in 2024 by Anjali Sardana and based in Delhi NCR, Pronto has already expanded from Gurugram into major cities such as New Delhi, Mumbai, Bengaluru and Pune, and is handling around 6,000 daily bookings with nearly 1,300 active professionals as of December 2025.
The upcoming $25 million fundraise is expected to be used to enter more metros, deepen presence in existing neighbourhoods with additional hubs and upgrade Pronto’s technology for smarter routing, shift planning and real-time operations. A significant portion of the capital will also go into training, retention and benefits for its workforce to maintain consistent service quality at scale, especially as competition heats up from rivals like Snabbit and Urban Company in the rapid home services space. This near-$100 million valuation not only validates Pronto’s model but also highlights a broader shift toward organised, tech-driven domestic-help solutions in India’s largely informal home-services market.

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