Swmabhan Commerce Pvt. Ltd, which operates FMCG brand Rage Coffee, has raised funding from a clutch of investors led by startup investor Refex Capital, Keiretsu Forum, Wazir Advisors founder Harminder Sahni and former CavinKare joint managing director TD Mohan, the company said in a statement, as per media report.
Other investors include former TVS Electronics CEO Prakash Katama, former SonyLIV business head Uday Sodhi, actor Rannvijay Singh Singha, Gemini Paints founder A Kumar and Spero Group of Companies managing director Sawan Gupta.
Post funding, Sahni and Refex managing partner Sridhar Parthasarathi to join Rage’s board.
The total amount raised remain undisclosed. But it has been said that funds will be utilized to launch new products, scale up its production, strengthen its team and expand its omnichannel distribution presence.
Rage Coffee founder Bharat Sethi said the company’s approach to supply chain, sourcing, consumer segmentation, product research and development, and a hybrid distribution model will help it build a strong brand.
Sahni said that he was confident in his investment because of Rage Coffee’s “unique” approach to blends, flavours, packaging and multichannel distribution.
New Delhi-based Rage Coffee was founded in 2018, primarily focuses on emerging coffee categories. The company says its products include a proprietary small-batch crystallised coffee infused with plant-based vitamins. Rage Coffee also sells its coffee products in tube shots for portability and even markets and sells merchandise such as clothing and flasks.