10Club Secures $40M Seed Funding to Pioneer Thrasio-Style Model in India
A Landmark Seed Round for India’s E-Commerce Aggregator
10Club, a promising six-month-old Indian startup, has made waves by raising $40 million in seed funding—one of the largest seed rounds in South Asia. The startup aims to replicate the Thrasio model in India, acquiring and scaling small e-commerce brands.
Key Investors and Funding Details
- Co-led by: Fireside Ventures (a top Indian consumer-tech investor) and an undisclosed global investor
- Other participants: HeyDay, PDS International, Class 5 Global, Secocha Ventures, and boAt founders Aman Gupta & Sameer Mehta
- Unconfirmed: Whether the round includes debt (common in Thrasio-style ventures) or is a single tranche
What Is 10Club’s Business Model?
10Club specializes in acquiring small brands thriving on platforms like Amazon, Flipkart, and Nykaa, then scaling them into larger enterprises. As stated on their LinkedIn:
“Great businesses grow on e-commerce giants but struggle to scale. We step in, letting entrepreneurs exit and reap the rewards of their hard work.”
The Rise of Thrasio-Style Ventures in India
10Club joins a growing list of Indian startups emulating the Thrasio playbook:
- Mensa Brands (founded by ex-Myntra CEO) recently raised $50M.
- UpScale is in talks with Germany’s Razor Group for funding.
Why This Model Works
These firms target mid-to-high-end product categories with limited competition—often overlooked even by Amazon’s private labels.
For context, Thrasio (HQ: New York) has raised $1.3B+ since late 2020 and consolidated 100+ third-party Amazon sellers.
Investor Perspective: Fireside Ventures Weighs In
Vinay Singh, Partner at Fireside Ventures, shared:
“India’s online-first brands are at a revolution’s cusp. VC and acquisition models can co-exist to turbocharge growth. With 10Club, we’ll help entrepreneurs unlock their brands’ full potential.”
Singh will also join 10Club’s board.
10Club’s Roadmap Ahead
Co-founder Bhavna Suresh (ex-CEO of Lamudi) revealed:
- The startup has already built a centralized platform.
- Signed $15M in letters of intent from multiple brands.
- Fresh funds will fuel operations and new acquisitions.
Industry Reactions
Twitter buzz highlights optimism:
“‘Thrasio for India’ could expand markets by acquiring emerging brands. Marketplaces might invest in partners instead of launching private labels.” — Suchita Salwan
Final Thoughts
With this funding, 10Club is poised to lead India’s e-commerce aggregation space, offering entrepreneurs lucrative exits while scaling niche brands. The Thrasio model’s adaptation in India signals a transformative shift in how online businesses grow and exit.
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