Influencer commerce startup LehLah has raised Rs 12.5 crore in a seed funding round led by Gruhas, the investment firm of Nikhil Kamath and Abhijeet Pai. LehLah’s platform allows creators to monetize their influence by sharing affiliate links for curated product recommendations. Users can purchase products directly through these recommendations.
The startup was founded by Ashna Ruia, a member of the billionaire Ruia family who founded Essar Group. LehLah has collaborated with major e-commerce platforms and D2C brands such as Libas and Foxtale. LehLah has achieved a 46% month-on-month increase in gross merchandise value.
The platform hosts over 700,000 content pieces. The newly raised funds will be used for product development, enhancing brand visibility, and expanding the team. Kamath stated, “People don’t want to be sold to; they want recommendations from those they relate to.
The future of commerce may belong to platforms that empower individuals to monetize their influence while making discovery and purchasing seamless.”
Gruhas is an investment venture focusing on prop-tech, sustainability, and consumer brands.
Gruhas leads funding in LehLah
It has investments in over 50 companies.
Gruhas recently launched a Rs 300 crore fund in partnership with real estate major Brigade Group. The fund aims to support startups focused on real estate technology and sustainability. Influencer-led, content-driven commerce is witnessing rapid growth in India.
This growth is driven by increasing digital adoption and consumers’ trust in influencer recommendations. Major e-commerce platforms are also capitalizing on this trend. Myntra introduced “M-Live” in 2021, a live video streaming section on its app where influencers showcase products.
Meesho recently launched Creator Club, a platform enabling content creators to directly collaborate with sellers on Meesho’s platform. The rise of content commerce signifies a transformative shift in consumer behavior and e-commerce strategies. It leverages the power of digital influencers to drive sales and enhance user engagement.
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