FreeCultr, which was launched as an exclusive online fashion brand on 2 December 2011, has raised over $4 million from Sequoia Capital. According to the company, FreeCultr is the newest venture launched by the Smile Group. Sequoia Capital is the first investor and the investment will be used to develop a strong in house design team and a seamless ecommerce platform. The funds will also be utilized to maintain inventory for products and acquiring new talent.  FreeCultr plans to expand rapidly and will soon be available internationally.

Shailendra Singh, Managing Director, Sequoia Capital said, “We believe India has a dearth of differentiated consumer brands in fashion and apparel, and the Internet is becoming a viable channel for the launch of new brands – FreeCultr is a new apparel brand, first launched on the internet. We liked the FreeCultr brand positioning and are excited to partner with Sujal, Sandeep and the team.”

“FreeCultr addresses the need for a premium, high street fashion brand which delivers the best of everyday casual wear direct to consumers across the country and internationally,” said Sujal Shah, CEO and Co-Founder of the company, adding, “We are integrating e-commerce and fashion to give our consumer the best value for money, choice, and consistently updated product range. The investment from Sequoia Capital is a strong endorsement of our business and will help us build a world class product range and brand.”

Harish Bahl, Chairman of FreeCultr and Smile Group said, “We are certain that the energy and excitement that FreeCultr exudes will transgress domestic boundaries. It is our endeavor to reach every corner of the country and expose the modern and discerning Indian consumer to this vibrant brand which has an extraordinary combination of style and affordability. It is also our aim to create a Global brand which showcases India’s capabilities and talent in the apparel and lifestyle segment. We are proud to add another jewel to the Smile portfolio and eagerly await consumers to partake of the movement called FreeCultr.”