FMCG wholesale platform ApnaKlub has raised $10 million in its series A funding from Tiger Global. In August 2021, a $4 million round they raised from Sequoia India’s Surge, Blume Ventures, Whiteboard Capital and Flourish Ventures.

ApnaKlub focuses on social sellers and kirana-store owners from tier-2 and tier-3 cities. With ApnaKlub, users can digitize their wholesale business as a rural wholesaler or expand their business as a shopkeeper. The funding will be used to deepen infrastructure in key states, expand the platform from 5000 to 20,000 partners and build out the credit product.

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In 2020, ApnaKlub was incubated with Whiteboard Capital by Shruti and Manish, who came with a complementary background in product, strategy and FMCG distribution.

“ApnaKlub helps retailers and traders in Tier 2 and 3 cities of India to leverage their collective demand and geographic presence into a flourishing retail business, which provides greater consumer choice and delight by providing access to a wider range of products at comparable margins, as well as better credit and logistics terms than status quo,” said Shruti, co-founder & CEO, ApnaKlub.