India, Feb. 6 -- D2C fragrance brand EM5 has secured an undisclosed investment from Indian cricketer Suryakumar Yadav. The startup has also onboarded Kumar as a partner in the company.

In a statement, EM5 said that the partnership is "rooted in strong audience alignment and shared sensibilities".

"EM5 is a young, homegrown brand that's genuinely committed to changing the fragrance game in India, and I've always loved how scent becomes a part of your everyday identity. As an investor and partner, I'm excited to be part of a journey that's building something authentic, digital-first, and rooted in India," said Yadav.

Founded in 2022 by Shashank Chourey, EM5 is a D2C brand that sells a range of products such as perfumes, roll-ons, foot sp...