Klub, a Revenue-based financing platform, today said it has invested more than Rs 50 crore into sustainable brands in 2022 through its capital platform.

This includes investments in companies such as non-comedogenic & vegan skincare brands; Neemli Naturals, an electric ride-sharing company; BluSmart Mobility, a plastic-free toy store; Ariro Wooden Toys, an eco-friendly home decor brand; Ecofynd, a solar energy company, Freyr Energy, and India’s leading electric scooter company, Hero Electric.

Founded in 2020 by Anurakt Jain and Ishita Verma, Klub continues to invest in loved brands of India without any equity dilution. The company has funded more than 380 brands across sectors in India, it claims.

Anurakt Jain, co-founder & CEO at Klub, said, “Today’s India is very different from the India we knew ten years ago. Sustainable industry a decade ago was hardly spoken about whereas today, at least 60% of the Indians are ready to pay a premium price for a sustainable product. We want to support this new pendulum of change by helping sustainable brands grow in the Indian startup ecosystem, even more in 2023 and future years to come. We are aiming to have at least 40% of our portfolio with such brands.”

The eco-friendly product market has grown geometrically over the last 7 years or so globally and India is no exception. A research study by TerraChoice, a global marketing company, revealed a 73% growth in the eco-friendly product market over the last 5-7 years and more new companies and products are making entry into this space with each passing day, it added.

Klub said it provides digital businesses with fast and flexible capital of up to Rs 30 crore without diluting equity.