Chennai-based D2C food-tech startup Cookd has secured ₹16 crore in a Pre-Series A round, led by Spring Marketing Capital with support from Eternal Capital, Sun Icon Ventures, and PeerCheque. The funds will be used to deepen its presence in Tamil Nadu and foray into new South Indian markets like Kerala and Andhra Pradesh. Known for its content-first strategy and viral culinary videos, Cookd is aiming to revolutionize how India cooks at home.
A Strategic Leap for Cookd’s South India Expansion
Cookd’s latest funding round marks a pivotal moment in its journey as a D2C brand. Founded in 2020 by Aathitiyan V.S., Cookd has built a niche by combining content-led customer acquisition with an expanding portfolio of ready-to-cook food products. The fresh capital injection of ₹16 crore will be primarily used for:
- Expanding into new geographies: While Cookd already enjoys a strong footprint in Tamil Nadu, it now plans to enter Kerala and Andhra Pradesh, tapping into their growing demand for easy-to-cook, authentic South Indian food.
- Increasing offline distribution: The brand already has a presence in over 1,600 retail stores and aims to expand its offline footprint aggressively.
- Boosting omnichannel presence: Cookd is available across major quick commerce platforms such as Zepto, Swiggy Instamart, and Blinkit. The company plans to strengthen its D2C capabilities and improve fulfillment speed in tier-1 and tier-2 cities.
Backing From Trusted Names in the Investment Ecosystem
The Pre-Series A funding round was led by Spring Marketing Capital, a fund known for its brand-building expertise. Also participating were:
- Eternal Capital
- Sun Icon Ventures
- PeerCheque
This funding follows Cookd’s previous raise of approximately $1.9 million in June 2025, bringing its total funding to $3.72 million across six rounds.
The startup’s ability to attract repeat and new investors reflects the market’s confidence in its hybrid strategy of storytelling and culinary innovation.
Content as a Growth Engine
One of Cookd’s unique advantages lies in its viral digital content, which acts as a top-of-funnel driver for customer acquisition. The brand’s short-form recipe videos have built a loyal community online, with:
- Over 6 million followers across platforms
- 150–170 million monthly video views
This content ecosystem has helped Cookd build a deeply engaged audience, seamlessly converting viewers into customers through integrated product placements and shoppable links.
Product Portfolio and Market Fit
Cookd’s product line includes:
- Biryani kits
- Masala mixes
- Cooking pastes
- Recipe kits
- Preservative-free gravies
These offerings are designed to suit the needs of urban millennial consumers looking for authenticity, convenience, and control in home cooking.
The brand’s flagship biryani kit has become a category leader on quick commerce platforms, and its masala range is now a staple across many South Indian kitchens.
Founder’s Vision
Speaking about the raise, Aathitiyan V.S., Founder and CEO of Cookd, said:
“With the fresh funds, we are building a new category of cooking products that combines authenticity, convenience, and control. Our goal is simple: help people cook more often and with joy.”
His vision is rooted in enabling users to explore regional cuisines at home without the hassles of sourcing ingredients or mastering complex recipes.
What’s Next for Cookd?
With its Pre-Series A round completed, Cookd is expected to focus on the following growth levers:
- Deeper penetration in South India
- Increased warehouse and logistics capacity
- R&D on new SKUs across Indian cuisines
- Strengthening brand storytelling with creator collaborations
As demand for “chef-style” home cooking rises in India’s metro and tier-2 cities, Cookd’s hybrid strategy of product innovation and content virality positions it well for a potential Series A round in 2026.
The D2C food products segment in India is witnessing rapid growth, projected to reach $10 billion by 2026, driven by urban lifestyle changes and increased digital adoption. Brands like Cookd, which merge entertainment with utility, are expected to lead this transformation.
