Direct to customer brand aggregator Mensa Brands has launched home textiles and décor brand Folkulture in the Indian market. The business already retails Folkulture in the UK, US, and Canada and plans to scale it to become a Rs 500 crore brand.
“This is the right time to bring Folkulture to India, where Indians are focusing on sustainable yet beautiful décor options for their homes,” said Mensa Brands’ chief executive officer Ananth Narayanan, India Retailing reported. “We have kicked off our journey in India through Folkulture’s direct-to-consumer website so that we can build a strong community and launch products based on our consumer’s preferences.”
Folkulture launched in 2015 and retails good spanning 30 product categories ranging from home textiles to home décor, kitchenware, dining, home fragrances, and lifestyle goods among others. The brand was acquired by Mensa Brands in 2021 and since then, Folkulture has grown by approximately 150%.
“Leveraging Mensa’s tech, operations and marketing teams, we have successfully launched new product categories in the US like Folkessence as well as collaborated to launch the brand in India via D2C,” said Folkulture’s co-founders Chaiti Jain and Rinkesh Mehta.
Bengaluru-based Mensa Brands acquires stakes in direct-to-consumer brands and currently counts over 25 brands in its portfolio including beauty, fashion, and personal care labels. The business also operates a number of fast moving consumer goods brands.
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