FMCG wholesale platform ApnaKlub raises $10 million

ApnaKlub, a two-year-old FMCG wholesale platform ApnaKlub, has raised $10 million from Tiger Global in a Series A fundraising round. In August 2021, they raised $4 million from Sequoia India’s Surge, Blume Ventures, Whiteboard Capital, and Flourish Ventures. ApnaKlub focuses on Tier 2 and 3 city social sellers and Kirana store owners. A user can utilise ApnaKlub to digitise their wholesale business as a rural wholesaler or extend their shopkeeping operation. 
 
The money will go toward improving infrastructure in key areas, growing the platform from 5,000 to 20,000 partners, and expanding the credit offering. Shruti and Manish, who have strong complementary backgrounds in product, strategy, and FMCG distribution, founded ApnaKlub with Whiteboard Capital in 2020. 
 
Shruti is an IIT Delhi graduate with a Harvard MBA and professional experience at Bain & Omidyar Network. Manish has extensive retail and FMCG experience, having held executive positions at Walmart India, Metro Cash & Carry, and Future Group.

FMCG wholesale platform ApnaKlub

“ApnaKlub assists merchants and traders in India’s Tier 2 and 3 cities in leveraging their combined demand and geographic presence into a thriving retail operation that offers more consumer choice and convenience. And delight by providing access to a wider range of products at comparable margins, as well as better credit and logistics terms than the status quo,” Shruti, ApnaKlub’s Co-founder and CEO, said.

According to the startup, it is attempting to solve the pain points of a $100 billion market. Wholesalers may enhance earnings and sales volumes by capturing a larger share of their customers’ wallets with ApnaKlub, which gives them access to over 1,000 SKUs. 
 
“Indian consumer packaged goods retail is valued at $100 billion, and kirana outlets control the great majority of current distribution routes.” Retailers and brands may use ApnaKlub’s digital supply chain and credit solutions to prosper in both online and offline channels, Tiger Global Partner John Curtius stated. 

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