MoroMaa has raised INR 1.5 Cr from Aviral Bhatnagar of AJ VC

MoroMaa, a beauty brand that imports Moroccan ingredients and promotes Moroccan beauty practices in India, has raised INR 1.5 crore from Aviral Bhatnagar of AJ VC in exchange for a 9% equity stake. The investment follows the brand's positioning as a niche "M Beauty" player seeking to introduce Moroccan sourcing and rituals to Indian consumers.

"MoroMaa is building what it calls M Beauty, a Moroccan beauty category in India," the company describes as it seeks to carve out a distinct segment in the Indian personal care market.

The seed infusion of INR 1.5 crore from Aviral Bhatnagar — operating through AJ VC — gives Bhatnagar a minority stake and provides MoroMaa with capital to scale product sourcing and market entry efforts. MoroMaa’s proposition centres on ingredients sourced directly from Morocco and an intention to translate Moroccan beauty practices for Indian consumers, positioning itself against both domestic natural-beauty labels and international entrants.

This transaction comes amid a broader wave of funding and advisory activity in India’s consumer and adtech sectors. In a separate, much larger round, AdOnMo secured USD 25 million in funding led by Singapore-based Rigel Capital and Indonesia-based Sinar Mas. Existing investors also participated in that round, where ValPro’s startup advisory vertical, Enablers, acted as the advisor.

• AdOnMo background: Founded in 2017 by Sravanth Gajula and Sandeep Bommireddi, the company provides outdoor advertising solutions using cloud-connected digital screens.
• Scale and ambition: AdOnMo currently operates in 24 cities with over 50,000 digital displays and plans to expand to 40 cities and grow its screen network to 100,000 displays, targeting more than 30 million unique viewers.
• Product capabilities: Its proprietary infrastructure includes dynamic creative optimisation, social media-driven ad triggers, and QR/NFC-powered interactions to deliver precision-targeted campaigns and measurable ROI.

The MoroMaa raise, while modest relative to the AdOnMo round, reflects growing investor interest in differentiated D2C beauty concepts that foreground provenance and ingredient storytelling. MoroMaa’s emphasis on direct sourcing from Morocco aims to give it a supply-chain and authenticity claim: a meaningful differentiator in a crowded natural-and-heritage beauty segment.

Enablers’ involvement in advisory roles across multiple transactions — from large-scale adtech funding to retail and healthcare deals — highlights the active role of specialist advisors in shaping capital flows across consumer and technology verticals. Other companies noted in recent advisory-backed transactions include Purple Style Labs, Glamyo, Shipskart and Otipy, illustrating a broad appetite for consumer, healthcare and B2B marketplace opportunities.

Outlook: MoroMaa will likely deploy the INR 1.5 crore to strengthen sourcing relationships in Morocco, refine its product range and accelerate customer acquisition in India. The 9% equity sold to Aviral Bhatnagar provides not only capital but potential strategic value from an investor network experienced in early-stage consumer plays. For MoroMaa to scale beyond a niche, it will need to convert provenance-driven positioning into repeat purchase behaviour and distribution partnerships — a challenge familiar to many boutique D2C brands as they move from artisanal origins to broader market adoption.