D2C enablement startup POP has secured $30 million in fresh funding from Razorpay. This strategic investment aims to strengthen POP’s position as a leading ecommerce infrastructure provider for emerging consumer brands in India.
Founded in 2023, POP offers end-to-end tools to help brands launch and scale their own online stores. With this funding, the company plans to enhance its product suite, onboard more merchants, and expand value-added services such as logistics, analytics, and customer engagement tools.
The investment signals Razorpay’s growing interest in supporting digital commerce. For POP, it’s more than capital—it’s a deep partnership. By tapping into Razorpay’s financial network, POP will be able to offer better checkout experiences, integrated payment tools, and embedded finance solutions to merchants.
The funds will also be used to strengthen the startup’s technology backbone. POP aims to roll out advanced customisation features for storefronts, improved inventory management, and tools that help brands track customer behaviour in real-time.
This move comes as India’s D2C ecosystem continues to mature. More brands are choosing to go independent, avoiding large marketplaces in favour of better margins and direct relationships with their consumers. POP plays a key role in powering this transition.
The startup is already working with dozens of new-age brands and plans to double its merchant base by the end of the year. Its goal is to become the go-to launchpad for D2C brands in Tier 1 and Tier 2 cities.
POP also plans to focus on inclusive business models—offering support in multiple Indian languages and providing flexible pricing plans to empower small business owners, artisans, and regional sellers.
The partnership with Razorpay gives POP the boost it needs at a crucial stage of its journey. As the ecommerce enablement space heats up, POP’s vision is clear—democratise digital retail for every brand that wants to sell online, without losing identity or margins.
In the coming months, expect to see POP launching newer AI-powered tools, smarter dashboards, and merchant-first upgrades. This round sets the stage for its next phase of growth, where technology meets empowerment and every brand gets the tools to thrive.
This marks a key moment in India’s D2C landscape—where agility, innovation, and financial backing are shaping the future of retail.
