CUNIN Raises $450K Pre-Seed to Build a Culture-Led Lifestyle Brand from India

CUNIN has raised $450,000 in a pre-seed funding round to build a new-age lifestyle brand from India. The round was led by ALL IN Capital and Huddle Ventures.

The startup is entering the premium fragrance and lifestyle space, but it does not want to be seen only as another perfume brand. Its larger aim is to build a culture-led consumer brand where products become part of personal identity, self-expression and community.

This is an interesting move because India’s D2C market is changing. Young buyers, especially Gen Z and urban millennials, are not choosing products only by price or basic utility. They also care about design, story, mood, values and how a brand feels when they use it.

What CUNIN is building

CUNIN is starting with fragrances and a new category called Carryable Perfume Accessories. These products are designed to be carried, worn, clipped or displayed instead of being kept hidden inside a bag or drawer.

In simple words, CUNIN wants perfume to become more visible and personal. A fragrance is usually private. You spray it and keep the bottle away. CUNIN is trying to make the product itself a part of style and identity.

This can appeal to younger buyers who like products that say something about them. Just like sneakers, phone cases, tote bags or smartwatches can become personal style markers, CUNIN wants fragrance accessories to work in a similar way.

Founder details

CUNIN’s founding team includes Kunal Shukla, Amish Bibhu and Afsal.

Kunal Shukla is the Co-founder and CEO. He earlier worked at NEWME, where he handled areas such as product strategy, partnerships, marketing and offline expansion. He has also built and exited earlier ventures.

Amish Bibhu has experience in merchandising and category expansion across multiple product lines. Afsal brings finance and operations experience, including work that supported omnichannel growth.

The founding year was not clearly mentioned in the source article, so it is better not to state it as fact.

How CUNIN will use the funding

CUNIN plans to use the $450,000 pre-seed funding for product development, hiring, brand building, offline expansion and the launch of its debut fragrance portfolio.

The company will also invest in content, community building, creator collaborations and brand experiences. This matters because culture-led brands are not built only through product listings. They need a strong voice, clear visual identity and regular engagement with customers.

For example, a normal perfume brand may focus mostly on notes, price and bottle size. A culture-led brand may create stories around mood, personality, imperfection, identity and daily use. That is the space CUNIN appears to be targeting.

The World of Antonyms

One of CUNIN’s creative ideas is called The World of Antonyms. Its fragrance names include IM-Perfect, DIS-Loyal, MIS-Placed and MIS-Aligned.

The idea is to turn words that usually sound negative into expressions of individuality. Instead of selling perfect-looking lifestyle imagery, the brand seems to be leaning into the idea that people are complex, imperfect and different.

This is a smart direction if done well. Many young buyers are tired of brands that sound too polished or too distant. A brand that talks about real personality, awkwardness, rebellion or contradiction can feel more relatable.

Why the premium fragrance market is attractive

India’s fragrance market has been growing as buyers spend more on grooming, personal care and lifestyle products. Earlier, perfumes were often seen as occasional purchases. Now, many consumers use different fragrances for office, gym, parties, travel and everyday wear.

Premiumization is also helping. This means buyers are willing to pay more for better design, better packaging, stronger brand story and a more personal experience.

CUNIN is trying to enter this space with a different angle. Instead of competing only on smell or price, it wants to build a world around the product.

Competitors CUNIN may face

CUNIN will face competition from both fragrance-first and lifestyle-led brands.

In India, brands such as Bella Vita, Renee, Skinn by Titan, The Man Company, Wild Stone and Bombay Shaving Company already have strong presence in fragrance, grooming or personal care. Global perfume brands also compete in the premium segment through online marketplaces and retail stores.

CUNIN’s challenge will be to stand out. A strong name and design idea can attract attention once, but repeat customers will depend on product quality, fragrance performance, pricing and overall experience.

Its advantage could come from culture and presentation. If the carryable perfume accessory idea becomes popular, CUNIN may create a stronger identity than regular perfume brands.

Why this funding matters

A $450,000 pre-seed round is early-stage capital. It is not meant to build a large company overnight. It is meant to help the startup test the market, launch products, build a team and understand customer response.

For CUNIN, this money can help shape its first product line and brand identity. The early months will be important because lifestyle brands are judged quickly by customers. Packaging, fragrance quality, website experience, social media voice and delivery experience all matter.

If customers connect with the idea, CUNIN can later expand into nearby lifestyle categories. The company has already indicated plans to move beyond fragrance over time.

Conclusion with key takeaways

CUNIN’s $450,000 pre-seed funding shows that investors are still interested in Indian D2C brands with a strong point of view. The startup is not trying to sell perfume in the usual way. It wants to make fragrance part of culture, identity and visible self-expression.

The idea is fresh, but execution will decide the outcome. Product quality, storytelling, pricing, creator-led distribution and offline presence will all play an important role.

Key takeaways

• CUNIN has raised $450,000 in pre-seed funding.
• The round was led by ALL IN Capital and Huddle Ventures.
• The startup is building a culture-led lifestyle brand starting with fragrances.
• Its first product focus includes Carryable Perfume Accessories.
• The founding team includes Kunal Shukla, Amish Bibhu and Afsal.
• CUNIN plans to invest in product development, brand building, hiring, offline presence and creator collaborations.

Facts Input- D2CInsider