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People · Commerce & Consumer Brands

Cricket star joins bootstrapped EM5 as partner

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Date
Company
EM5
What it does
D2C fragrance brand
Kind
People
Founded
2022
Sector
Commerce & Consumer Brands

What they do

EM5 sells perfumes and scented products through online channels

What happened

Suryakumar Yadav joined the startup as a partner with an undisclosed investment

Why it matters

The company grew revenue four times to INR 7.08 Cr in FY24

The details

  • Indian cricketer Suryakumar Yadav has joined EM5 as a partner.
  • The investment amount remains undisclosed according to available reports.
  • EM5 is a bootstrapped direct-to-consumer fragrance brand founded in 2022.
  • Founder Shashank Chourey built the business without external funding initially.
  • The startup was featured on the Inc42 FAST42 list for 2025.

The bigger picture

  • Investor interest in fragrances is rising due to GenZ purchasing power.
  • The sector values affordable luxury and clean ingredients heavily.

About the business

  • EM5 operates as a direct-to-consumer (D2C) fragrance brand.
  • Products include perfumes, roll-ons, foot sprays, and scented candles.
  • The brand also offers beard balms for male grooming segments.
  • Sales occur via its own website and major online marketplaces.
  • The company utilizes quick commerce platforms for fast delivery.
  • Revenue reached INR 7.08 Cr in fiscal year 2023-24.
  • This represents a four-fold increase from INR 1.43 Cr previously.
  • Growth plans include stronger retail and experiential presence expansion.

What happens next

  • Plans include launching exclusive collections for customers.
  • The brand seeks boutique perfumery partnerships for expansion.
  • EM5 aims for a stronger retail and experiential presence.

Founders

  • Shashank Chourey, Founder

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