For Real, an online factory outlet marketplace reimagining branded value shopping in India, has raised INR 3.2 Cr in a pre-seed funding round led by Titan Capital. The fresh capital will be deployed to strengthen the company’s technology stack, onboard brand partners, and accelerate early user acquisition as it builds a structured, brand-safe channel for off-price retail in India.
As India’s fashion and D2C ecosystem moves at an increasingly fast pace—marked by shorter product cycles, rapid experimentation, and frequent new launches—the challenge of managing excess inventory has grown sharper. While merchandising and demand forecasting have evolved, inventory liquidation has largely remained fragmented, opaque, and dependent on unorganised or legacy channels. This disconnect has created inefficiencies for brands and a suboptimal discovery experience for value-focused consumers.
Founded by Anurag Sheth and Mohit Sheth, For Real is addressing this gap by building what it calls India’s first dedicated online factory outlet marketplace—a platform designed specifically for liquidation inventory. By separating off-price sales from primary commerce, For Real enables brands to clear excess stock in a predictable and transparent manner, without eroding brand equity or disrupting core sales channels. For consumers, the platform offers a discovery-led value shopping experience focused on branded products rather than cluttered, discount-driven feeds.
Commenting on the investment, a Titan Capital spokesperson said,
“We backed Anurag and Mohit because they have a clear understanding of a persistent and structural problem faced by brands—excess inventory. Their approach is not about short-term discounting, but about building a disciplined, tech-led off-price marketplace that preserves brand integrity. As the ecosystem matures, we believe this clarity of vision positions For Real well for long-term impact.”
Unlike traditional ecommerce platforms optimised for fresh inventory and predictable replenishment cycles, liquidation inventory behaves very differently. It is long-tail in nature, with limited stock per style and high variance across SKUs. Forcing both inventory types into the same discovery flow has often resulted in cluttered feeds, poor relevance, and friction-heavy experiences—particularly for value-first shoppers. For Real is building its platform ground-up with these dynamics in mind, designing discovery and merchandising systems specifically for off-price inventory.
Anurag Sheth, CEO and Co-Founder, For Real, said,
“For Real is built to fundamentally change how brands liquidate inventory and how consumers discover value. We are creating a brand-safe channel that separates liquidation from fresh merchandise, allowing brands to move excess stock without compromising their primary channels. This funding helps us take the first big step towards building that ecosystem at scale.”
From a consumer standpoint, the company is focused on simplifying value shopping—reducing noise, improving relevance, and shortening the time it takes to find the right product at the right price.
Mohit Sheth, CTO and Co-Founder, For Real, added,
“Value shopping in India has been broken for years. Cluttered feeds and poor discovery make the experience unnecessarily hard. At For Real, we are building a purpose-designed discovery engine that surfaces the right products faster and removes friction for value-first shoppers. The outcome is a faster, cleaner, and more intuitive shopping journey.”
With the pre-seed round in place, For Real plans to expand its brand catalogue, continue refining its discovery-led product experience, and lay the foundation for scale as organised off-price retail gains momentum in India.
About For Rea
For Real is an organised off-price marketplace built to help brands liquidate excess inventory efficiently while protecting long-term brand equity. Designed as a dedicated channel separate from primary commerce, the platform enables legacy and D2C brands to clear unsold inventory in a structured and predictable manner. For consumers, For Real offers access to premium brands at compelling prices through a discovery-led value shopping experience. The company aims to bring transparency, reliability, and scale to off-price retail in India.
About Titan Capital
Titan Capital is a venture capital firm that partners with founders at the pre-seed and seed stages to help build category-defining companies. The firm supports entrepreneurs across the entire company-building journey and has invested in 250+ startups across India and the US. Titan Capital’s portfolio spans consumer internet, AI, SaaS, fintech, logistics, and brands, with notable investments including Mamaearth, Ola, Razorpay, Urban Company, Shadowfax, OfBusiness, Credgenics, Giva, and InVideo, among others.
