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India’s startup funding market saw two very different early-stage updates on 18 Sept 2026. On one side, beauty and lifestyle startup MoroMaa raised Rs.1.5 crore from Aviral Bhatnagar of AJ VC. On the other, digital gold savings platform Jar raised Rs.29 crore from existing investor Unitary Fund.
Both deals are small compared with large funding rounds, but they point to two strong consumer trends. Indian buyers are trying new beauty categories, and many users are still looking for simple ways to save small amounts regularly.
MoroMaa – Bringing Moroccan beauty to India
MoroMaa is a Mumbai-based beauty, lifestyle and body care startup founded by Soundous Moufakir. The brand was launched in June 2026 and focuses on Moroccan beauty products and rituals for Indian consumers.
As per reports, MoroMaa raised Rs.1.5 crore from Aviral Bhatnagar’s AJ VC in exchange for a 9 percent stake. This fits AJ VC’s standard pre-seed model, where it typically invests Rs.1.5 crore for 9 percent equity.
MoroMaa wants to build what it calls “M Beauty”, or Moroccan beauty, as a category in India. Its products use ingredients sourced from Morocco and are designed for Indian buyers who are looking beyond regular beauty and body-care brands.
Funding purpose – Product range and distribution
The new money will help MoroMaa expand its product portfolio, improve distribution and build awareness around Moroccan beauty in India.
This matters because beauty is not only about making products. A new brand has to educate customers, explain ingredients, build trust, create repeat purchases and get shelf space online and offline.
For example, many Indian buyers know Korean beauty well today because brands spent years building that category. MoroMaa is trying to do something similar with Moroccan beauty, but at an early stage.
Its competitors include D2C beauty and personal-care brands such as mCaffeine, Plum, Minimalist, Mamaearth, Nykaa-owned brands and imported beauty labels.
Jar – Making small savings easier through digital gold
Jar is a Bengaluru-based digital gold savings platform founded in 2021 by Nishchay AG and Misbah Ashraf. The app helps users save small amounts in digital gold, often by rounding off online transactions or setting daily savings.
Jar has raised Rs.29 crore from existing investor Unitary Fund. Reports say the funding values the company at around Rs.3,155 crore post-money.
The startup’s larger aim is to make saving easier for people who may not regularly invest in stocks, mutual funds or other financial products. Gold is already trusted by many Indian families, so Jar uses that familiarity to build a daily savings habit.
Funding purpose – Working capital and business needs
Jar is expected to use the latest funding for working capital and general corporate purposes. This can include operational expenses, product improvement, partnerships and user growth.
The timing is important because digital gold and tokenized gold products are facing closer regulatory attention in different markets. For a fintech company, strong operations and compliance become as important as customer growth.
Jar competes with fintech and savings platforms such as Gullak, PhonePe, Google Pay, Paytm, Groww and other gold investment options offered by jewellers and financial apps.
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