Rajasthan’s Startup Revolution, Shein’s Comeback, and Paytm Eyes Brazil

Rajasthan’s startup revolution takes the literary route at Jaipur Literature Festival, with 130 ventures under the iStart banner. Curefoods flexes star power, roping in Hrithik Roshan as investor while rebranding EatFit to ‘Kitchens of EatFit.’

Shein makes a quiet comeback to India via Reliance Retail after a five-year ban, and Amazon teams up with the UP government to uplift women entrepreneurs in Gonda. Meanwhile, Paytm eyes Brazil’s fintech market with a $1M stake in Dinie’s parent company, and Equirus writes a Rs 100 Cr cheque to merge its family office business with Credence.

Grab your simmering cup of StartupChai.in and unwind with our hand-brewed memes.

“Swagat Nahi Karoge Humara”: Shein Returns To India With Reliance Retail After Five-Year Ban

After a five-year ban, Shein has quietly re-entered the Indian market through a partnership with Reliance Retail, launching a new app under this alliance.

While Shein handles the tech side, Reliance retains full operational control, marking a strategic shift in its India playbook. Deliveries have begun in Delhi, Mumbai, and Bengaluru, with plans for a nationwide rollout on the horizon.

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“Sahitya Se Hogi Startup Ki Kranti”: Rajasthan’s Startup Revolution Takes Centre Stage at Jaipur Literature Festival

Rajasthan’s startup scene is stealing the spotlight at Jaipur Literature Festival 2025, with 130 startups showcasing their innovations under the iStart initiative. From foodtech disruptor MyEats to edtech changemaker We Are One, these ventures are redefining the desert state's entrepreneurial landscape.

Launched in 2017, iStart backs startups with grants up to INR 2 Cr, mentorship, and incubation—proof that it’s not just literature thriving in Jaipur’s vibrant air.

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“Aaila Jadoo”: Curefoods Ropes In Hrithik Roshan As Investor, Rebrands EatFit As ‘Kitchens of EatFit’

Curefoods has brought Bollywood’s Greek God, Hrithik Roshan, on board as an investor and brand ambassador as it rebrands EatFit to ‘Kitchens of EatFit.’ This new identity consolidates eight brands, including HRX by EatFit, Great Indian Khichdi, and Millet Express, reflecting a broader vision beyond just healthy meals.

With plans to expand across 10+ cities, the move signals a calculated shift in positioning—where celebrity influence meets the quiet ambition of scaling nutritious food.

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“Insaniyat Zinda Hai”: Amazon Partners UP Govt To Back Women Entrepreneurs At Gonda District

Amazon has partnered with the UP government to support women entrepreneurs in Gonda district through its Saheli programme. Under Brand ARGA, women-led businesses will receive training in digital marketing, product listing, and advertising strategies, aiming to strengthen their online presence.

With access to data-driven insights, these entrepreneurs are set to navigate customer preferences and market trends more effectively.

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“Aa Rahe Hai Hum”: Paytm Cloud Technologies to enter Brazil’s fintech market with $1M stake in Dinie parent

Paytm is making its move into Brazil’s fintech scene with a $1 million investment in Seven Technology LLC, the parent company of embedded finance startup Dinie.

Through its subsidiary Paytm Cloud Technologies, the deal secures a 25% stake, signaling Paytm’s strategic push beyond Indian borders. This marks a calculated step in expanding its global fintech footprint.

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“Hum Saath Saath Hai”: Equirus invests Rs 100 Cr to merge family office business with Credence Family Office

Equirus has invested Rs 100 Cr to merge its family office business with Credence Family Office, creating the newly branded Equirus-Credence Family Office.

This deal also marks the exit of TIW Private Equity after a six-year investment in Credence. The move reflects Equirus’s intent to consolidate its wealth management offerings with a sharper focus on high-net-worth clients.

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1. IPO-bound Shadowfax has secured INR 34 Cr in its Series F round, with investments from Mirae Asset and Nokia Growth Partners. As it eyes an IPO to raise up to INR 3,000 Cr, the logistics firm reported a net loss of INR 11.8 Cr in FY24.

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