The content-commerce platform Lehlah obtained INR 12.5 crore seed funding from Gruhas for its operations to enable creators to earn revenue through affiliate product recommendations. The investment firm Gruhas operates as a joint venture between Nikhil Kamath of Zerodha and Abhijeet Pai who co-founded it with the Puzzolana Group. The funding acquisition will enable Lehlah to develop new product functions and grow its workforce while enhancing its market standing as India’s shopping platform governed by influencers expands.
Ashna Ruia established Lehlah in December 2022 with financial support from Essar Group director Prashant Ruia. Her venture includes Myntra, Meesho, Flipkart, Nykaa and Libas as well as Foxtale in their partnership network of e-commerce platforms and D2C brands. The platform began its operations with fashion and beauty items but recently expanded into home accessories and gadgets categories.
Lehlah conducts its operations with a member staff of 50 who split their workers between marketing operations in Mumbai and technological operations in Bengaluru. Brands pay commission fees to Lehlah only after their products sell through influencer promotion channels. The platform enables influencers to generate between INR 50,000 to INR 1,00,000 monthly earnings through its service which shows stable income potential for content creators.
Lehlah achieved its monthly gross merchandise value (GMV) at over INR 100 crore last year which indicates that annualized GMV could reach approximately INR 1,200 crore when maintained at the same growth pace. The platform supports more than 700,000 content production while adding approximately 10,000 influencers from multiple categories such as nano micro and macro influencers.
Nikhil Kamath states that modern shopping extends past traditional transactions by focusing on trust-building along with influence development and community bonding. Economic development will culminate in an interwoven shopping framework which enables customers to find products alongside their purchase process across platform platforms.
Lehlah serves customers through Instagram and YouTube channels which enable content creators to profit from their following and deliver products to a broad multicultural demographic. The new capital investment positions Lehlah to develop additional products along with enhancing its market position in India’s influencer commerce field thus establishing its role as a leading force in this growing industry sector.
