It will also support the launch of CUNIN's debut fragrance portfolio and its Carryable Perfume Accessories category.

Founded by Kunal Shukla, Amish Bibhu and Afsal Ashraf, CUNIN is starting with fragrances but plans to expand into broader lifestyle categories. It wants to build a consumer brand centred on identity, community and storytelling.

The founders previously worked at fashion brand NEWME, where they held roles across product strategy, marketing, partnerships, merchandising, finance, operations and offline expansion.

CUNIN's first product range includes fragrances and Carryable Perfume Accessories, which the company describes as perfume products designed to be worn, clipped and carried as part of a person's identity. Pre-registration is currently open through the company's website.

Its debut collection, The World of Antonyms, uses names such as IM-Perfect, DIS-Loyal, MIS-Placed and MIS-Aligned. The collection is designed to encourage consumers to embrace different aspects of their identity, rather than follow conventional ideas of perfection.

The investment comes as fragrance and lifestyle-focused consumer brands in India continue to attract investor interest, helped by demand from younger consumers for products linked to identity, design and self-expression.

CUNIN will initially focus on expanding its fragrance portfolio while investing in content, brand experiences and community building. Over time, it plans to enter adjacent lifestyle categories and collaborate with creators and cultural figures as part of its broader brand strategy.