Cohorts
Three cohorts. One for every stage of your brand.
Whether you’re at the idea stage, stuck after launch or ready to raise, there’s a cohort built for where you are. Every cohort is application-only, with one-on-one mentoring from founders who have built brands for real.
01 / ORIGIN
Origin
Idea → Launch
For founders with an idea and a category, ready to build. We take you from concept to a product that is live and selling.
- Idea & category validation
- Positioning, pricing & unit economics
- Manufacturer & packaging sourcing
- Compliance & listing readiness
- A launch plan for your first 100 customers
02 / MOMENTUM
Momentum
3–6 months in market, can’t scale
For brands that launched but stalled. The reasons are usually hidden from a first-time founder — we find them and fix them.
- A full brand & margin diagnosis
- Fixing CAC, RTO and repeat rate
- The right channel mix: D2C, marketplaces, quick commerce
- Distribution & sales readiness
03 / CAPITAL
Capital
6 months+ or ₹5L+ monthly revenue
For brands ready to scale hard and raise. We build the systems, the story and the investor access to do both.
- A scale playbook & monthly MIS
- Omnichannel & distribution expansion
- Fundraise readiness: deck, data, story
- Access to our curated investor network
Compare
Which cohort fits your brand?
| Origin | Momentum | Capital | |
|---|---|---|---|
| Where you are | Idea, or product in development | 3–6 months in market | 6 months+ in market, or ₹5L+ monthly revenue |
| The problem | Not sure where to start, or what it should cost | Launched, but sales have stalled | Growing, but need systems and capital to scale |
| What we work on | Validation, positioning, product, sourcing, pricing, launch | Diagnosis, unit economics, channels, retention, distribution | Scale playbook, MIS, distribution, team, fundraise |
| Where you end up | A launched, sales-ready brand | A brand that knows what to fix — and how to grow | A scale plan and an investor-ready story |
How selection works
Four steps from application to cohort.
1
Application review
We review each aspect of your application to make sure we are the right fit to build together.
2
Founder screening call
A short call with you to understand your vision and where the gaps are.
3
1:1 Sr. Partner call
You present your idea and brand, and get one-on-one insights and an honest analysis from our Sr. Partner.
4
Cohort onboarding
Based on the Sr. Partner’s review, your brand joins the right cohort — with one-on-one mentoring from founders who have built brands for real.
What founders get
Inside every cohort.
01
A clear playbook
Know exactly what to do, and in what order, for your category and stage.
02
Mentors who’ve built brands
One-on-one mentoring from founders and leaders who have built brands for real.
03
Fewer expensive mistakes
Avoid the MOQ, packaging, pricing and ad-spend traps that sink first-time brands.
04
Supplier & distribution access
Manufacturers, packaging suppliers, distributors and the partners you need to launch and grow.
05
A sales-ready brand
Listings, pricing, margins and channel readiness for D2C, marketplaces and quick commerce.
06
Founder network
Build alongside fellow founders and industry leaders — in your cohort and in our community.
07
Investor access
Access to our curated network of investors once your brand is ready to raise.
₹5L*
A grant for 2 shortlisted startups
Two startups shortlisted from the cohorts receive a grant of up to ₹5 lakh from our network of investors.
*Up to ₹5 lakh, on an equity basis. Terms are agreed with the investor.
FAQ
Questions about the cohorts.
Which cohort is right for me?
Origin is for founders at the idea or product-development stage. Momentum is for brands that have been in the market for 3–6 months but can’t scale. Capital is for brands 6 months+ in market or doing ₹5 lakh+ in monthly revenue that are ready to scale and raise. Not sure? Choose “Not sure — help me choose” on the application and we’ll guide you.
Is there a fee?
Yes — the cohorts are paid programmes. We share the fee and the exact plan for your brand on the 1:1 Sr. Partner call, once we understand where your brand stands and what it needs. Applying, and the screening call, are free.
How does the ₹5L grant work?
Two startups shortlisted from the cohorts receive a grant of up to ₹5 lakh from our network of investors, on an equity basis. Shortlisting depends on the progress and potential of the brand, and the terms are agreed with the investor at the time.
How long is a cohort?
It depends on the cohort and where your brand is today. We share the plan and timelines for your brand on the Sr. Partner call, before you commit.
Do you guarantee results?
No one honest can. We commit to the work, the mentoring and the deliverables agreed in your onboarding plan. Sales, funding and approvals depend on the market and on execution by both sides — and we’ll be straight with you about all of it.
Applications open
Your brand deserves a real launch.
Tell us about your idea or brand. Our team reviews every application personally.