New Delhi, Jun 13 (KNN) Palette Brands, a consumer goods company previously operating under the name White.Inc, has successfully raised close to USD 2 million in a pre-Series A funding round.

The investment was led by Rockstud Capital, with participation from existing investors IPV, Dholakia Ventures, and angel investors Stoffer Anko Norden and Apurva Salapuria.

The newly acquired capital will be primarily dedicated to the launch of Ember, a cookware brand under the Palette Brands umbrella.

According to the company's statement, the cookware category presents an opportunity for innovation, as consumers seek to upgrade their kitchens while making healthier choices.

Siddharth Gadodia, Founder, erstwhile White Inc., expressed the company's aim to address a gap in the market by "marrying form and functionality in the cookware category."

Ember aims to introduce a non-toxic, non-stick cookware brand catering to this demand.

Citing a report by Goldman Sachs Research, Palette Brands highlighted the projected growth of affluent consumers in India, expected to increase from approximately 60 million in 2023 to 100 million by 2027.

The company's strategy is to cater to this aspirational, affluent consumer segment by offering premium products with exceptional design and value.

Palette Brands currently encompasses two other brands: Unbottle, a drinkware line, and Totem, an Apple accessories brand.

The start-up was founded in 2022 by Siddharth Gadodia, Young Yun, Himanshi Tandon, and Bret Recor.

(KNN Bureau)