Cohort 01 · Origin · Idea to Launch
Origin: from idea to a launched brand.
For founders with an idea and a category, ready to build. We take you from concept to a product that is live, compliant and selling — without the expensive first-timer mistakes.
Is this you?
This cohort is for you if…
- You have a product idea and a category in mind, but no clear roadmap.
- You’re talking to manufacturers and don’t know what MOQs, costs or timelines are normal.
- You want to launch without burning lakhs on the wrong packaging, agency or inventory.
- You’re ready to commit the time and capital to build a real brand.
What we work on together
The Origin programme.
01
Idea & category validation
Test demand, competition and price points before you invest in inventory.
02
Positioning & brand
Who it’s for, why it’s different, and how it shows up on the shelf and in the feed.
03
Product & manufacturing
Shortlisting and negotiating with contract manufacturers — sampling, MOQs and quality checks.
04
Packaging & compliance
Packaging suppliers, label requirements and the registrations your category needs.
05
Pricing & unit economics
Your MRP built from cost of goods up, with margins that survive marketplaces, ads and returns.
06
Launch & first customers
Store, listings and a plan for your first 100 paying customers.
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 validated product and clear positioning
- Manufacturer and packaging partners in place
- A pricing model with healthy unit economics
- A launch-ready D2C store and marketplace plan
- A clear plan for your first 100 customers
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 Origin.
Do I need a product ready to apply?
No. Origin is built for the idea and product-development stage.
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 Origin?
Tell us about your brand. Our team reviews every application personally.