Lehlah, a content-commerce platform that enables creators to monetise their influence through affiliate-linked product recommendations, has raised Rs 12.5 crore in a seed funding round led by Gruhas, the investment firm cofounded by Zerodha’s Nikhil Kamath and Abhijeet Pai of Puzzolana Group.
The startup plans to use the fresh capital to introduce new product features, expand its team and reach, and strengthen its position in India’s growing influencer-led shopping ecosystem, founder Ashna Ruia told ET.
Founded in December 2022 by Ruia—daughter of Essar Group director Prashant Ruia—Lehlah partners with ecommerce platforms such as Myntra, Meesho, Flipkart, and Nykaa, along with D2C brands like Libas and Foxtale.
Currently focused on fashion and beauty, Lehlah is now expanding into home accessories and gadgets. It recently partnered with Flipkart to market a wider range of products, including homeware, kitchen appliances, and other household essentials.
The company operates with a 50-member team, with its marketing division based in Mumbai and its technology team in Bengaluru.
Lehlah’s business model runs on a commission-based structure: when a sale is driven by a creator, brands pay a commission to the platform, which then shares a portion with the influencer.
Over the past year, Lehlah claims to have surpassed a Rs 100 crore gross merchandise value (GMV) monthly run rate, indicating an annualised GMV of approximately Rs 1,200 crore if the current pace continues. The platform has also facilitated the creation of over 700,000 content pieces. It currently has around 10,000 influencers, spanning nano, micro, and macro categories.
According to Ruia, influencers on Lehlah earn an average of Rs 50,000 to Rs 1,00,000 per month, highlighting the platform’s potential to create sustainable income opportunities in the creator economy.
The funding comes as India accelerates its adoption of influencer-led commerce, mirroring trends in China. This shift is being fuelled by rising digital adoption and growing consumer trust in influencer recommendations.
“Shopping today isn’t just about products—it’s about trust, influence, and community. People don’t want to be sold to; they want recommendations from those they relate to. The future of commerce may belong to platforms that empower individuals to monetise their influence while making discovery and purchasing seamless. Only time will truly tell,” said Kamath.
Last month, SoftBank-backed Meesho launched a content creator marketplace as part of its content-commerce expansion. This includes the Meesho Creator Club, an in-house affiliate programme offering influencers real-time performance analytics, faster payouts, and collaboration opportunities.
Unlike Instagram or YouTube, Lehlah does not position itself as a social media competitor. Instead, it leverages these platforms as distribution channels, enabling creators to monetise their audiences across multiple networks.
The startup plans to use the fresh capital to introduce new product features, expand its team and reach, and strengthen its position in India’s growing influencer-led shopping ecosystem, founder Ashna Ruia told ET.
Founded in December 2022 by Ruia—daughter of Essar Group director Prashant Ruia—Lehlah partners with ecommerce platforms such as Myntra, Meesho, Flipkart, and Nykaa, along with D2C brands like Libas and Foxtale.
Currently focused on fashion and beauty, Lehlah is now expanding into home accessories and gadgets. It recently partnered with Flipkart to market a wider range of products, including homeware, kitchen appliances, and other household essentials.
The company operates with a 50-member team, with its marketing division based in Mumbai and its technology team in Bengaluru.
Lehlah’s business model runs on a commission-based structure: when a sale is driven by a creator, brands pay a commission to the platform, which then shares a portion with the influencer.
Over the past year, Lehlah claims to have surpassed a Rs 100 crore gross merchandise value (GMV) monthly run rate, indicating an annualised GMV of approximately Rs 1,200 crore if the current pace continues. The platform has also facilitated the creation of over 700,000 content pieces. It currently has around 10,000 influencers, spanning nano, micro, and macro categories.
According to Ruia, influencers on Lehlah earn an average of Rs 50,000 to Rs 1,00,000 per month, highlighting the platform’s potential to create sustainable income opportunities in the creator economy.
The funding comes as India accelerates its adoption of influencer-led commerce, mirroring trends in China. This shift is being fuelled by rising digital adoption and growing consumer trust in influencer recommendations.
“Shopping today isn’t just about products—it’s about trust, influence, and community. People don’t want to be sold to; they want recommendations from those they relate to. The future of commerce may belong to platforms that empower individuals to monetise their influence while making discovery and purchasing seamless. Only time will truly tell,” said Kamath.
Last month, SoftBank-backed Meesho launched a content creator marketplace as part of its content-commerce expansion. This includes the Meesho Creator Club, an in-house affiliate programme offering influencers real-time performance analytics, faster payouts, and collaboration opportunities.
Unlike Instagram or YouTube, Lehlah does not position itself as a social media competitor. Instead, it leverages these platforms as distribution channels, enabling creators to monetise their audiences across multiple networks.
