Start-up Phases raises Rs 3 mn funding on 'Indian Angels' OTT show

Davangere, Karnataka-based natural skincare startup Phases, which offers clean and effective skincare products specially formulated to cater to the skin of tweens and teens, has raised angel funding of ₹30 Lakhs against 20 per cent equity dilution, from Aparna Thyagarajan, Co-Founder & Chief Product Officer, Shobitam, Inc. This equity funding deal was recently secured by Phases through their participation in ‘Indian Angels’ – a revolutionary angel investment show that’s currently streaming on OTT platform JioCinema. Prior to this, Phases had remained bootstrapped primarily by its co-founders.

Phases is the brainchild of Sannjana Raghu Amberkar, a passionate mompreneur, who started the company back in 2021, along with her co-founder and husband Raghu Amberkar. The startup will be utilizing the newly-acquired angel funds to bolster multiple strategic areas such as product development, optimization of customer experience, marketing and brand visibility enhancement, growth and expansion, among others. These in turn shall fuel Phases’ long-term aspiration and vision of becoming the most prominent player in the teens-and-tweens-skincare market in India. 

While leading her brand’s ‘pitch’ in front of the distinguished angel investors’ panel on Indian Angels show, Sannjana presented a compelling narrative and emphasized on bringing Phases’ brand purpose and mission to life. She shared how and why she had got inspired to begin her entrepreneurial journey, after realizing the lack of safe and non-toxic skincare options for her teenage daughter. Sannjana’s heartfelt story, combined with Phases’ unique positioning and focus on the teen-and-tween skincare segment, commitment to sustainability, and their meticulous product formulation and packaging, impressed all the Angels on the show. At the end of her presentation, Sannjana received two separate investment offers from two Angels – Ajinkya Firodia, Managing Director of Kinetic Engineering and Aparna Thyagarajan, Co-Founder of Shobitam, with the latter offering her a better deal than the former. Thereafter, Sannjana instantaneously chose to accept Aparna Thyagrajan’s offer and closed the deal. 

Speaking about the fundraise, Sannjana Raghu Amberkar, Co-Founder, Phases said, “We are thrilled to announce our first angel funding raised from ‘Angel’ Aparna Thyagrajan via the Indian Angels show, marking a pivotal moment in Phases’ journey. In Angel Aparna, we have found a mentor and partner-in-growth who truly believes in our vision. The capital infusion will not just help us in meeting our immediate business needs and expansion goals, but additionally over the long-term, it shall open many doors for strategic partnerships and enhance Phases’ market positioning. Apart from financial support, Aparna’s backing brings to us strategic guidance and industry insights as well, and her mentorship will certainly prove invaluable for us in navigating challenges, making informed decisions, and fostering sustainable growth for Phases.”

“At Phases, our mission is to empower tweens and teens to embrace their unique journeys throughout their adolescence with confidence, authenticity, and healthy, glowing skin. Looking ahead, we at Phases are super-excited about our journey in the upcoming years, as we aim to achieve robust revenue growth and profitability, and simultaneously initiate strategic product launches and expansion into new categories. In doing all of that, we will remain fully committed towards providing safe and effective skincare solutions for teens and tweens, and continue to relentlessly strive to make a positive impact in terms of adolescent and teenage skincare practices,” adds Sannjana Raghu Amberkar.

As of today, Phases is marketing and selling its products through its own website, and select e-commerce marketplaces like Amazon, Flipkart, and Suspire. Their entire product range aims to address the growing need for gentle yet effective skincare formulations suitable for delicate, developing skin of youngsters, and solve various common skincare issues faced by teens and tweens including hormonal changes, acne, etc. 

Notably, Phases’ skincare products are made with ingredients that are plant-based and backed by science; they are toxic chemical-free, synthetic fragrance-free, vegan, cruelty-free, and sustainable. The products are co-created in collaboration with tweens and teens, which means the brand listens to and actively involves its target group during product development, thereby ensuring the products meet their exact needs. Their products have undergone clinical trials and testing, and have been certified as non-irritant and dermatologically tested, thus highlighting the brand's dedication to quality, efficacy and safety. At present, the brand’s bestselling, most-popular products include Splash (a gel cleanser) and Poise (a balancing, hydrating moisturizer). In the near future, Phases plans to introduce a few more products with a focus on addressing additional skincare needs of teens and tweens.