Partnership · Commerce & Consumer Brands

Suryakumar Yadav joins EM5 as investor and partner

By Startup Enthusiast · 6 February 2026

What they do

EM5 sells perfumes and scented products directly to consumers online

Cricket star Suryakumar Yadav joined as investor and partner; Aman Gupta is a co-founder of boAt and an investor in EM5

The bootstrapped brand posted INR 7.08 Cr revenue in FY24 with four-fold growth

Indian D2C fragrance brand EM5 has onboarded Suryakumar Yadav as an investor and partner.
Co-founder of boAt, Aman Gupta, also joined as an investor in this deal.
The investment amount was not disclosed in the available reports.
EM5 was founded in 2022 by Shashank Chourey to serve the mass-premium segment.
The brand positions itself by offering accessible high-performance perfumes with culturally familiar scent profiles.
EM5 recently featured on the Inc42 FAST42 list for 2025.
The company plans to establish a retail and experiential presence through boutique partnerships.

EM5 operates as a direct-to-consumer brand selling fragrances and personal care items.
Its product portfolio includes perfumes, roll-ons, foot sprays, scented candles, and beard balms.
Sales are conducted through its own website, online marketplaces, and quick commerce platforms.
The brand targets the mass-premium segment with everyday usage and familiar scent profiles.
EM5 achieved significant revenue growth, increasing from INR 1.43 Cr to INR 7.08 Cr.
Founders aim to expand physical presence via exclusive collections and boutique perfumery partnerships.

Establish retail and experiential presence through partnerships with boutique perfumeries.
Launch exclusive collections to enhance brand visibility and customer engagement.