Cohort 02 · Momentum · 3–6 months in market
Momentum: for brands that launched — and stalled.
For brands 3–6 months in market that can’t scale. The reasons are usually hidden from a first-time founder — we find them, and fix them.
Is this you?
This cohort is for you if…
- You launched 3–6 months ago and sales have plateaued.
- Your ads show a good ROAS, but your bank balance doesn’t agree.
- Cash-on-delivery, returns or RTO are eating your margin.
- You’re not sure which channel to double down on — website, marketplaces or quick commerce.
What we work on together
The Momentum programme.
01
Brand diagnostic
A full review of product, pricing, margins, channels, content and customer data.
02
Unit economics fix
Contribution margin after cost of goods, shipping, RTO, marketplace fees and ads — and how to improve it.
03
Channel strategy
Where to focus between your website, Amazon and Flipkart, and quick commerce — and in what order.
04
Performance & content
Ad structure, creatives and the signals that tell you when to spend more, or stop.
05
Retention & repeat
Repeat purchase, reviews and WhatsApp and email flows that bring customers back.
06
Distribution & sales readiness
Getting ready for distributors, modern trade and quick-commerce listings.
What you leave with
Outcomes we build towards.
Every brand is different, so your onboarding plan sets out the exact deliverables and timelines for your brand.
- A clear diagnosis of what’s holding the brand back
- A unit-economics model you can grow on
- A focused 90-day growth plan
- Channel and distribution priorities
- Mentors to pressure-test every decision
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.
Get mentored by leaders from
Our network of mentors
Beauty & personal care
Fashion & accessories
Women’s hygiene
Beverages
Skincare
Beverages
FMCG
Pet food
Fragrance
E-commerce
Activewear
FAQ
Questions about Momentum.
My brand is older than 6 months but still small. Which cohort?
Apply for Momentum and tell us your numbers. The Sr. Partner call will confirm the right fit.
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.
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
Ready to apply for Momentum?
Tell us about your brand. Our team reviews every application personally.