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Afthonia-backed SubsidyX aims to facilitate disbursals worth Rs 50 crore in FY26

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SubsidyX, a web-based application that helps entrepreneurs in India to identify and access government subsidies and incentives, is aiming disbursals of Rs 50 crore this calendar year.

The majority of the disbursal will go into the manufacturing sector.

Founded by Abhishek Jain and Gajendra Jain in 2022, SubsidyX has facilitated subsidy management worth Rs 110 crore so far. This has empowered businesses across diverse sectors to secure financial assistance for their projects.

The government has a host of programs that are aimed to support local entrepreneurship and many of these include monetary benefits such as subsidies.

The Ahmedabad-based company helps entrepreneurs avail these programs and benefits.

SubsidyX, incubated by fintech focused Afthonia Labs, is actively streamlining and standardizing operations through technology-driven processes. It has an automated mechanism of asking questions to the users, and based on the answers it provides them a tailor-made analysis in report-like form for applicable subsidies.

“About 110 industries have directly benefited from our subsidy facilitation services. We have also built a strong ecosystem of 410 MSMEs that actively engage with our platform for subsidy identification, advisory, application assistance, and compliance support. Going forward, we aim to empower many more industries including MSMEs in particular through financial assistance,” said, Abhishek Jain Founder, SubsidyX

SubsidyX is designed in a manner to navigate the way through complex calculations of incentives as per their applicability, and provide amount of benefits available as per information provided.

The company’s role extends beyond just subsidy disbursals it acts as a strategic partner in their client’s financial growth journey. The platform is also useful for chartered accountants, consultants, and different industry bodies.

SubsidyX leverages technology to digitize the entire subsidy identification process, streamlining and accelerating application submissions through a technology-driven approach.

At present SubsidyX does not have any immediate plans for external funding. The company’s focus remains on strengthening technology, expanding reach, and enhancing service delivery to create a more impactful ecosystem for MSMEs.

More than 1,200 MSMEs have benefited from SubsidyX, receiving preliminary advisory services, customized subsidy reports, and expert guidance.

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KIKO Live onboards ISKCON incubatee company Haribol through ONDC

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Kiko Live, India’s first live commerce platform for retailers to sell online and also on ONDC has onboarded Haribol, a brand dedicated to A2 and crueltyfree products under the ISKCON initiative.By leveraging the ONDC network, Kiko Live is helping Haribol expand its online reach, bringing authentic and high-quality A2 products to a wider customer base.

Haribol, an ISCKON TOVP incubatee company, manufactures flavoured milk, cold-pressed oils, and Bilona ghee. With ONDC’s logistics support, Haribol products can now be delivered under an hour to most pincodes at aggressive prices.

Since its launch two weeks ago, Haribol has seen a rapid growth in online sales on the ONDC platform and is delivering several hundred orders everyday. The ONDC platform offers very low single digit commission rates, against 30-40% charged by other marketplaces, and these low commissions end up being passed on to end customers. According to Forrester, the home delivery business for neighbourhood retail stores is largely unorganised and is valued at $70 billion annually

Additionally, unlike other marketplaces, brands on ONDC receive their customer details, and can better build their remarketing strategies. Regular and repeat customers are offered better deals as well. This in turn enhances their shopping experience and ensures faster access to these premium offerings.

“At Haribol, we believe the best flavours come from real ingredients—just like in a traditional Indian kitchen. Our Flavoured A2 Milk is made with ethically sourced, DNA-tested A2 milk and blended with authentic, natural flavours, with no preservatives—just the kind of goodness you’d find at home. It’s our way of bringing back the purity and nostalgia of real dairy, rooted in time-honoured traditions. We are redefining dairy with purity, tradition, and innovation. Partnering with Kiko on ONDC makes it even easier for people to enjoy this wholesome experience, straight from our farms to their homes,” said YachneetPushkarna, CEO, Haribol.

AlokChawla, CEO, Kiko Live, said “Kiko Live remains committed to empowering retailers and D2C brands by providing the right tools on our seller panel. We also provide handholding and operational support tosellers to help them growaggressively and scale their business within the ONDC Network ecosystem without sacrificing huge margins to marketplaces.”

Founded in 2020, Kiko Live has been helping small retailers build, manage, and scale their home delivery businesses with innovative SaaS solutions. Users can paste an entire grocery list directly into the search box, eliminating the need to search and select individual items. The app also suggests stores with inventories matching the list.

 

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Plant-based nutrition brand Plix has partnered GoKwik, a leading eCommerce enabler to further deepen its robust online presence and boost prepaid orders.

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Founded by Rishubh Satiya and Akash Zaveri, the Mumbai-based company sells a wide range of plant-based nutrition products, such as workout supplements, ingestible sunscreens, hair growth serums and skincare products.

Known for its innovative approach to making nutrition more interesting, Plix has a robust and extensive network of 130 million shoppers.

With this partnership, GoKwik aims to improve the shoppers’ experience from the first point of the checkout, right till its end for Plix.

With GoKwik’s data-intelligence-driven solutions, Plix expects a significant increase in order conversions, a higher prepaid success rate and enhanced cost efficiency.

“We are excited to team up with GoKwik as we embark on this new chapter of growth,” Plix’s Co-founder, Rishubh Satiya.

“GoKwik’s expertise in eCommerce enables us to transform our shoppers’ online experience on our website at every stage of their shopping journey. We are already seeing higher conversions owing to their innovative and intuitive KwikCheckout solution. In the next few months, we are expecting to see further meaningful increase in this number. GoKwik’s team has been incredibly supportive as we navigate the eCommerce landscape. We believe this partnership will solidify our brand presence and propel us to the next level of growth.”

GoKwik leverages technology and data-driven solutions, such as its innovative product
KwikCheckout, to help eCommerce brands enhance their growth by streamlining the checkout process. This improvement fosters a smoother shopping experience and boosts profitability.
Additionally, GoKwik’s network data intelligence effectively minimises return to origin (RTO) losses, which happen when COD orders are returned before delivery, leading to increased operational, logistics, and other expenses for eCommerce brands.

Further, KwikEngage, product of the strategic acquisition of Tellephant, is catering to increasing shopper engagement throughout the funnel and beyond.

“GoKwik aims to create an ecosystem where eCommerce brands can disrupt, thrive, and grow. Plix has driven major innovation in the Plant-based nutrition market. It quickly understood the needs of its target customers and hit the Product Market Fit by making products which are clean, natural and tasty. We are here and excited to support their ambitious growth goals,” said Chirag Taneja, Co-Founder and CEO of GoKwik.

“We are committed to helping Plix to boost its D2C presence, ensuring their customers always get an elevated shopping experience,” Chirag added.

GoKwik houses over 10000 eCommerce brands, including Lenskart, Neemans, Man Matters,
Shoppers Stop, and more, spanning fashion, beauty, health and nutrition, electronics, and other
critical categories in the online shopping space. It recently announced its global expansion plans with the acquisition of Return Prime – a Shopify-based returns management app.

Only 12.5% women occupy leadership roles in top NBFCs, MFIs; finds study by Venator Search Partners

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On the occasion of International Women’s Day, retained executive search firm Venator Search Partners conducted a study to understand the presence of women in the NBFC & MFI space. The study found that women constituted a mere 12.5% of a 250 person leadership team in the pool of NBFC& MFI’s studied, and a similar percentage was found in a 113 person leadership team in Microfinance institutions.

The study covered top 25 NBFCs and 10 Microfinance institutions. The number of women in leadership positions in NBFCs and MFIs in India is half of the global average of 24%. Globally women occupy only about 24% of executive roles in financial institutions, which is still an under representation.

The study found that 12 of the 25 NBFCs, and 2 of the 10 Microfinance institutions had no women in their leadership team. The study further showed that a large part of the senior women workforce was leading HR functions.

Of the 42 women in leadership roles, roughly 30% are leading the HR function, the study found. Other business support functions, specifically Compliance, Secretarial and Legal saw 11 people, comprised about 25% of the leadership roles. Business, operations, finance and risk functions did not have much representation from women in leadership roles in NBFCs and MFIs.

Ironically, the end customer base for micro lending institutions are women. While they lend to millions of women entrepreneurs, women employees with MFIs are significantly low.

“The poor representation of women in leadership does not in any way suggest a lack of capability or potential. We have many success stories of women entrepreneurs in microfinance like Kalpana Sankar of Belstar, Purvi Bhavsar of Pahal Financial, Padmaja Reddy of SpandanaSphoorty and Ananya Birla of SvatantraMicrofin& many others, who have started and grown NBFC & MFIs,” said Bharati Mujumdar, Director Operations at Venator Search Partners.

With strong capabilities and sharp minds, women in the corner office not only bring about a different perspective to decision making but also sends a signal of inclusive leadership and showcases them as role models. It is well acknowledged that the BFSI industry has witnessed remarkable transformation with regards to women at all levels.

Many organizations have had women leaders at the helm, including SBI, ICICI Bank, Axis Bank, Standard Chartered Bank, JP Morgan Chase, Bank of America, Aditya Birla Capital, HDFC Life Insurance etc. ICICI Bank was one such organization which encouraged women at leadership positions. This allowed a very large number of successful women CEOs to industry and industry bodies.

“As we celebrate International Women’s Day, it is important to think how do we encourage more & more lady stalwarts in our financial organizations. Women are entrepreneurial and they should make a fair share of representation in the leadership. Targeted leadership development programs, mentoring and creating of inclusive work environments and family support systems will go a long way to providing equal opportunities to women,” she added.

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Arva Health Raises $1M in Pre-Seed led by All In Capital to Build India’s Next-Gen Fertility Clinics

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Fertility care startup Arva Health has announced that it has raised $1 million in pre-seed funding, led by All In Capital, with participation from iSeed, Bharath Founders Fund, and Galaxy.

Fertility care in India is largely fragmented, expensive, and weighed down by stigma. However, Arva Health is changing that. Founded by Dipalie Bajaj and Nidhi Panchmal, Arva is creating a new standard in fertility care, integrating expert medical care, diagnostics, and personalized support under one roof.

The first flagship clinic in Whitefield, Bangalore will provide fertility testing, consultations, egg freezing, and IVF in a modern, judgment-free setting.

“We are not in the business of diagnosing infertility but in the business of helping people have babies. By improving access and experience, we can dramatically improve outcomes for millions of people,” said Dipalie Bajaj, co-founder and CEO of Arva Health.

A New Model for Fertility Care in India
Unlike traditional fertility centers, Arva offers comprehensive, patient-first reproductive care. From at-home fertility testing and expert consultations to IVF, egg freezing, and fertility coaching, Arva supports individuals and couples at every stage of their fertility journey—whether they are trying to conceive, freezing their eggs, or exploring options for the future.

Arva’s Bangalore clinic is designed to redefine the fertility experience, moving beyond cold, clinical settings to create a warm, welcoming space where patients feel comfortable, supported, and in control of their reproductive choices.

“Fertility care needs a rebrand. Too often, people feel lost, rushed, or judged in this process. We are  building clinics that put patients first—where they feel heard, supported, and empowered every step of the way. Whether they are exploring their options, preserving their fertility, or ready to start a family, Arva is a place they can trust,” said Nidhi Panchmal, co-founder of Arva Health.

Scaling Clinics & Expanding Access
Since its launch last year, Arva has helped over 4,000 women navigate their fertility, built a 40,000-member community, and scaled at 60% month-over-month.

The funding will fuel the launch of India’s first network of tech-enabled fertility clinics, beginning in Bangalore. The aim is to make reproductive care affordable, accessible, and free from stigma. The company plans to open clinics in ten locations, including Mumbai and Delhi, by 2027. Additionally, the company intends to expand into men’s fertility services and develop a digital platform to offer continuous support for fertility.

“We invested in Arva Health because infertility is becoming a huge problem in India and Arva is solving the overlooked but crucial pre-IVF aspects of fertility care that can make all the difference for patients. They start from fertility testing and emphasise on egg freezing and pre-conception care that help couples explore all options before considering more invasive treatments. Arva Health represents the future of reproductive care tailored to contemporary women and couples- delivering healthcare that today’s patients deserve,” said Kushal Bhagia, Founder, All In Capital.

At the core of Arva’s success is its world-class team—a dedicated group of doctors, embryologists, care coordinators, engineers, and fertility advocates committed to making fertility care accessible and empowering.

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Premium daily commute service Cityflo enters Delhi, aims to deploy 100 buses this year

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Cityflo, India’s leading premium app-based commute service, has announced its expansion into Delhi to cater to the daily transit needs of corporate professionals.

Founded in 2015 by IIT Bombay alumni Jerin Venad, Rushabh Shah, Ankit Agrawal, and Sankalp Kelshikar, Cityflo aims to provide an alternative commuting solution with its luxury buses.

Already having served over 2.5 million corporate professionals in Mumbai and Hyderabad, Mumbai-based Cityflo is poised to transform the daily journeys of Delhi’s professionals by offering a superior and safer alternative to existing transport options.

Cityflo will initially operate on high-demand routes like DLF Cyber City, with connectivity across all major residential hubs across Delhi, in order to provide direct home to office services.

The company aims to deploy 100 buses in Delhi within the first year, serving over 80,000 customers in DLF Cyber City. The Delhi expansion is projected to contribute an additional Rs 25 crore to the company’s topline this year.

“Delhi’s commuters are facing challenges with unreliable schedules and subpar vehicle conditions, even from global mobility players. We are here to change that narrative. Our commitment is to provide a dependable, comfortable, and seamless travel experience that professionals can count on every day,” said Jerin Venad, Co-founder and CEO, Cityflo.

Cityflo will also be entering into strategic partnerships with renowned corporates in the city, as part of its Cityflo Corporate program, ensuring seamless integration into daily work commutes at scale.

“Unlike existing commute options that leave professionals dealing with last-minute cancellations, unhygienic conditions, and unpredictable schedules, Cityflo is designed to be a reliable, premium alternative,” added Venad.

CityFlo is not only addressing the challenges faced by individual commuters, but it is also assisting companies in offering their employees a smooth and stress-free journey to work.

In the coming months, Cityflo plans to rapidly expand its fleet and enter newer markets, aiming to become the go-to solution for professionals seeking a premium and trustworthy commute.

CityFlo is backed by several marquee investors including Lightbox Ventures, Anupam Mittal, Alteria Capital, India Quotient and others.
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Credit Awareness Platform Zavo launches Gamified Credit Management App, Targets 150 Million Users

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Financial empowerment platform Zavo has launched an app designed to help users develop credit habits through gamified tools, insights, and plans.

Zavo is improving the financial ecosystem by enhancing credit scores, facilitating loan settlements, and providing instant loans and credit cards with the help of technology. Zavo motivates and educates individuals to build strong credit profiles for better loan access and personalized credit options.

Since its pilot launch in December, Zavo has achieved over 200,000 downloads across Android, iOS, and APK platforms, with over 80,000 monthly active users, indicating strong engagement and adoption.

Zavo aims to target the 150 million credit-conscious individuals in India by offering instant loans, credit-building tools, and debt settlement solutions..

Zavo simplifies financial education, empowering users to set credit goals, track progress, and earn rewards for reaching milestones.

Founded by Kundan Shahi in 2024, Zavo aims to revolutionize credit management in India. Despite being a rapidly growing economy, only 10% of Indians have access to formal credit, leaving over 160 million people underserved due to inadequate credit history or low scores.

“The Indian credit landscape has long been riddled with inefficiencies, excluding millions from the financial mainstream. At Zavo, we are passionate about driving financial inclusion by enabling every Indian to access the benefits of formal credit. Our platform is designed to provide a guided and enjoyable experience that transforms the often-daunting task of credit improvement into a fun and motivating journey. We believe this will positively contribute to India’s evolving credit landscape,” said Kundan Shahi, Founder of Zavo.

Zavo aims to be the go-to platform for debt management by leveraging NPCI BBPS technology to simplify loan repayments, empower customers with negotiation tools, and promote financial well-being. This innovative approach marks a new chapter in India’s credit landscape, making credit management more accessible and inclusive for all.

By partnering with lenders and utilizing data-driven strategies, Zavo unlocks better financial opportunities, enabling users to save more, borrow smarter, and achieve long-term financial success.

With over 100 million users actively monitoring their credit scores, the demand for structured credit-building solutions is higher than ever. Additionally, the instant loan segment, valued at ₹2.48 trillion, presents significant opportunities for responsible credit access.

As financial literacy improves and digital credit services become mainstream, Zavo is positioned to serve millions of Indian users seeking credit-building, settlement, and lending solutions.

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GetVantage launches India’s first AI-powered financing platform for MSMEs, commits ₹500 crores to 1000+ businesses in next 12-18 months.

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Getvantage launched GrowthSahay at MumbAI Tech Week 2025, Asia’s largest AI festival, organized by Tech Entrepreneurs Association of Mumbai and the Government of Maharashtra.

GetVantage, which is also the  founding member of the Priority Sector Lenders Association of India (PSLAI), is committed to expanding credit access for India’s MSMEs with GrowthSahay that will provide provide instant, seamless access to any form of growth capital to the small and medium businesses.

With GetVantage and PSLAI aiming to double MSME credit access within the next 3–5 years, GrowthSahay platform leverages the advanced framework of OCEN to provide swift, hassle-free, and non-dilutive funding ranging from ₹1 lakh to ₹1 crore.

Designed for GST-registered MSMEs, Growth Sahay offers unsecured working capital financing without collateral.

Growth Sahay has been running in beta for the past six months, during which it successfully facilitated over ₹100 crores in funding to more than 600 MSMEs across India. It plans to facilitate around Rs 500 crore to over 1000 MSMEs in the next 12-18 months.

The platform offers a 100% digital, frictionless experience, ensuring transparency, security, and faster payouts. Businesses can access funding based on their cash flows with disbursements as quick as 72 hours and benefit from follow-on funding through a single application.

Bhavik Vasa, Founder & CEO of GetVantage, shared,
“Our role as a founding member of PSLAI underscores our commitment to India’s MSMEs.
GrowthSahay is purpose-built to address the critical credit gap for over 64 million MSMEs. Whileonly 14% of MSMEs in India have access to credit today, initiatives like Growth Sahay, built on India Stack infrastructure like OCEN, aim to double credit access within the next 3–5 years.”

As a founding member of PSLAI, GetVantage is at the forefront of reshaping the credit landscape for MSMEs. PSLAI unites stakeholders across the credit ecosystem, including fintechs, lenders, and policymakers, with the goal of driving sustainable and inclusive growth in India’s MSME sector.

Sharad Sharma, Co-Founder of iSPIRT Foundation, commented,
“Significant change, not incremental improvements, are essential in this sector and with the right product developments, cash flow-based financing and policy support, credit in this sector could double to nearly Rs 130 trillion in the next few years and achieve 2x growth in the next 3-5 years.”

Jaya Saha, of HutsandLooms, SME from Howrah, West Bengal shared experience,
“Accessing working capital was our biggest challenge. GetVantage has been a game-changer for our business and our artisans, helping us grow 150% QoQ and empowering our community.”

Eligible businesses operating for at least 24 months with a minimum last six months’ average MRR of ₹1 lakh can benefit from flexible loan terms ranging from 3 to 12 months.

The launch of Growth Sahay aligns with the Government of India’s mission to strengthen MSMEs through programs like Pradhan Mantri MUDRA Yojana, Startup India, and others.

By complementing these efforts, Growth Sahay and PSLAI aim to propel the MSME sector toward contributing to a $5 trillion economy by 2025–26.

68% workforce said longer working hours demotivating: Venator Search Partner’s survey

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Taking forward the debate on the hot topic of longer work hours, Venator Search Partners, a retained leadership search firm focused at banking & financial services sector, conducted a survey on critical aspects of workplace stress, productivity, compensation, and generational perspectives. 62% of the respondents said that an unreasonable expectation at work was the primary cause of stress. 28% felt that a difficult boss caused stress and only 10% said that long working hours stressed them out.

 

Although long working hours was not a leading cause of stress, 68% of the respondents felt that long hours lead to a demotivated workforce and higher attrition rates. A 2023 Assocham report had also given similar findings, where 65% of Indian employees believed that extended work hours stifle creativity, hindering organizational productivity and growth.

Deloitte India’s 2022 report estimates that workplace stress costs the Indian economy an annual $14 billion, underscoring the urgent need for systemic interventions to address these challenges.

 

The survey also revealed that a majority of employees, or 84%, don’t get paid more if they work for extended hours. There’s also a clear preference against measuring performance by the number of work hours. 80% of respondents said that organizations should prioritize performance metrics centered on outcomes rather than time spent.

 

Employers must consider aligning compensation policies with actual work hours to improve employee satisfaction. Around 84% of the respondents said that their preferred work week is between 40-50 hours; only 2% supported a work week exceeding 50 hours. Employees can balance their personal and professional commitments well if they have a 40-50 hour work week.

 

In cities like Mumbai, Bangalore, and Delhi, where commuting can take 2-3 hours daily, 90% of respondents said that 12-hour workdays were impractical. They felt that employers should take into account the traffic congestions and commuting realities.

 

“While the ideal solution remains elusive, companies should strive to adapt to the evolving demands of the modern workforce. Businesses and employees should reflect on what constitutes a healthy, productive work environment in today’s corporate landscape,” said Deepraditya Datta , Founder Venator Search Partners

 

In answer to the critical question on if generations have a difference in thought with regards to work-life balance, 66% of participants believed that there was no correlation between age and preference for long working hours. However, 30% felt that baby boomers are more likely to favour extended hours, while 4% thought the same for Gen Z.

Family health nutrition brand Fitspire raises 1Mn usd in pre-series A round valuing more than Rs 100 Cr from McDonalds India (North and East) Promoter & others

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Family health nutrition brand Fitspire raises 1Mn usd in pre-series A round valuing more than Rs 100 Cr from McDonalds India (North and East) Promoter & others

Fitspire, a growing family health nutrition and protein supplements brand, has secured 1Mn USD in a bridge round for Series A preparation at a valuation of 100+ Crores. The funding was led by McDonalds India (North and East) Promoter Mr Anant Agarwal, MM Agrawal Group (MMG), along with angel investors from AKG financials.

The Delhi-based start-up will use the fresh funds to further strengthen its ecosystem and accelerate market expansion, build the brand, and create new revenue streams.

Earlier this year, Fitspire, owned by Starcap Wellness Pvt Ltd, had raised funds from investors like Jaipuria family office Ruchirans- Anuraag , Sohil-Ashish Chand – LC Nueva Capital  , Dheeraj Jain – Redcliffe Group  Amit Singhal – Fluid Ventures and Ivor Braganza – Next 5 Ventures Oman , and by international singer Sukhbir Singh.

“Our goal is to make healthy eating convenient, accessible, and enjoyable for everyone. This investment will serve as a catalyst for Fitspire’s next phase of growth. We plan to strategically allocate these funds to drive expansion across new product lines, accelerate our quick commerce capabilities, strengthen our offline business initiatives, and explore international business opportunities. Our sales have already seen significant growth of over 150% this year, driven by increased consumer demand,” said Vipen Jain, Founder & CEO  Fitspire.

Fitspire aims to capture 2% of the total nutrition market in India, currently valued at approximately USD 11.85 billion and projected to grow to USD 28.70 billion by 2032.

“As a society, it is imperative that we promote healthy eating habits, and Fitspire is at the forefront of this movement. Our collaborations with leading vending machine companies like Vendiman and Grubox have established our presence in Indian airports, corporates, and public spaces. Additionally, our partnerships with Supply Port, Buyceps, Coco Mart, and Bon Voyage have further expanded our footprint across prominent locations nationwide.This investment will be instrumental in further enhancing our presence across these channels, while also exploring new avenues for growth,” Jain added.

“MMG Group is thrilled to strengthen our partnership with Fitspire and explore further strategic discussions. We have been collaborating with Vipen, Nidhi, Hinah, and their team for over six months now, and we are very impressed with their product innovation, marketing expertise, and overall execution quality. We look forward to the exciting journey ahead,” said Anant Agarwal, promoter McDonalds India and MM Agrawal Group (MMG)

According to Jain, Fitspire’s sales grew by over 100 percent in 2024, driven by increasing demand for protein products, consistent customer engagement, product expansion, and an omnichannel approach. As part of its ambitious expansion plans, Fitspire is launching a new range of innovative products, including protein shakes, protein cookies, protein chips, protein spreads, and protein-enriched bakery products. These products will be marketed under Fitspire’s ‘House of Protein’ umbrella, reinforcing the brand’s vision of becoming a leading family health and nutrition brand.

Fitspire was founded in 2020 by Vipen Jain, an alumnus of IIM Lucknow, along with co-founders Nidhi Jain and Hinah Sawhney. The company has quickly become a prominent player in the protein health sector, specialising in vegan and vegetarian products. Fitspire caters to various segments, including sports nutrition, Vitals , healthy snacking and personal wellness .