EkAnek Networks, a new age e-commerce startup on September 14 said it has raised $5.4 million in a funding round led by Alpha Wave Incubation, a $300 million fund managed by Falcon Edge Capital.

Current investors for EkAnek include – venture funds Sequoia India, Lightspeed India, and Matrix Partners India also participated in the round. 

Kartik Sheth, founder of EkAnek said in a statement: “We are very excited to announce this fundraiser; the faith reposed by marquee investors in EkAnek is a great validation of the idea and the team behind this venture. UAE is an exciting and evolved beauty & grooming market.”

Navroz Udwadia, managing director of Falcon Edge Capital, said: “We are delighted to partner with EkAnek. Foxy will offer mobile-first consumers a differentiated approach to supply, curation, and fulfillment of beauty products. In addition, EkAnek’s unique B2B2C full-stack offering will drive tighter brand relationships with the platforms and consumers, to offer consumers globally an unrivaled experience of beauty products.”

EkAnek raised $10 million in a seed funding round led by Sequoia, Matrix, and Lightspeed in March last year. 

EkAnek runs a beauty and grooming platform Foxy, which offers customers a personalized shopping experience that incorporates selfie-analysis and targeted curation. Foxy will also offer local, regional, and international brands a platform to build relationships between brands, influencers, and shoppers.

This enables selling to consumers directly, including curation, logistics, marketing tools, influencer networks, and video commerce. EkAnek currently has over 120 brands and over 6,000 beauty and grooming influencers on the platform.

Since most of the upper-middle-class households are indoors and no concrete spending is taking place, is the reason personal care brands are doing well. Similar to mCaffeine’s funding, on 14th, September’ 20 itself. 

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