New Delhi, July 19 -- It's on an unusually warm Friday afternoon in May that I make my way to the head office of women's apparel company Blissclub in Bengaluru's HSR Layout. The office is staffed with Gen Z and young millennials and kitted with a table tennis table. The founder and CEO of the brand, Minu Margeret, looks ready to step out for a spot of badminton in her black shorts and green T-shirt.

It's pure coincidence that I am meeting Margeret, 35, a few days after the D2C company, founded in 2020, successfully raised Rs.45 crore in its Pre-Series B round funding. According to multiple reports online, the round had existing investors Elevation Capital and Eight Roads Ventures participating along with debt funding from Alteria Capital...