Melorra, an Indian direct-to-consumer jewelry brand, has secured US$12 million in a series C funding round from Lightbox and BlackSoil Capital.

Other investors including Ravi Sheth, Great Eastern Shipping Company, the Burmans of Dabur, Rainmaker Ventures, and the Jeejeebhoy family office also participated in the round.

The company had earlier raised US$12 million from Lightbox in a previous round, bringing Melorra’s total funding to US$24 million, according to a statement.

Melorra will use the series C funding to enhance its technological capabilities, increase its brand visibility, and expand its employee base.

Since it started operations in 2016, the startup has been focused on the daily-wear gold jewelry market, employing a no-inventory approach and a computer-aided design tech.

The company claims to be the first to introduce 3D printing in making jewelry moulds in India.

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