What Rozana does

Rozana is a rural commerce platform operating across 21,000+ villages in Uttar Pradesh and Haryana, serving over 1 million active rural households with everyday consumer goods including groceries, FMCG, electronics, footwear, and personal care products. Founded in 2021 by Ankur Dahiya, Mukesh Christopher, and Adwait Vikram Singh, the company combines a digital ordering platform (Rozana Customer App) with a network of 75-86 physical retail experience centres and a last-mile delivery workforce of 35,000+ women micro-entrepreneurs using the Rozana Sarthi Peer App. Products are sold at or below MRP with multiple payment modes including COD, digital wallets, and online payments processed via Razorpay.

The company's core technology consists of two mobile applications, a website (rozana.in), and a contract-manufactured private label brand called Samuh (launched February 2026 with 80 SKUs across seven categories at sub-₹10 price points). AI is referenced for first-time consumer onboarding and personalized product recommendations, though no proprietary AI models or research output is disclosed. In February 2026, Rozana also operates 'Rozana Hyper Mart' as a storefront brand.

Rozana generates revenue primarily through direct product sales (transaction-based) of consumer goods to rural households, supplemented by the Samuh private label FMCG business which reached ₹100 crore annualized revenue run rate within three months of launch. The company is targeting Rs 600 crore in FY26 revenue, supported by expansion to 200+ retail stores and entry into two to three additional Gangetic belt states. It has raised approximately $56.5 million+ across four funding rounds (2021 seed, 2022 Pre-Series A, 2024 Series A, 2026 Series B), with Bertelsmann India Investments as the lead investor in both Series A and B, and a current valuation of approximately $200 million.

Name

Rozana

Legal name

Rozana Rural Commerce Private Limited

Website

https://rozana.in

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Rozana is a rural commerce platform serving over 1 million households across 21,000+ villages in Uttar Pradesh and Haryana through a hybrid digital and physical retail model, powered by 35,000+ women micro-entrepreneurs acting as last-mile delivery agents.

Ownership category

akta.pro rank

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Product Sales: Direct sales of consumer goods including groceries, electronics, footwear, FMCG, home essentials, beauty and personal care, books and stationery to rural consumers through online platform and physical retail stores

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Rozana operates a hybrid omnichannel rural commerce platform that sells consumer goods (groceries, electronics, footwear, FMCG, home essentials, beauty and personal care, books and stationery) directly to rural households across 21,000+ villages in Uttar Pradesh and Haryana. Distribution combines mobile apps (Rozana Customer App, Rozana Sarthi Peer App) with 86+ physical retail experience centres and last-mile delivery by a network of 35,000+ women micro-entrepreneur partners. The company also sells its own private-label FMCG brand Samuh (sub-₹10 sachets) manufactured through 100% contract manufacturing.

Product overview

Rozana operates as a unified rural e-commerce platform combining digital commerce with physical retail infrastructure. The core offering consists of the Rozana platform (website and mobile apps), supported by two companion mobile applications: the 'Rozana Sarthi Peer App' for women micro-entrepreneur partners and the 'Rozana Customer App' for end consumers. Physical presence is maintained through Retail Experience Centres (physical stores) across villages. The company also operates 'Samuh', its private label FMCG brand offering budget-friendly products across multiple categories. The platform leverages AI and community networks of 35,000+ women entrepreneurs to serve over 21,000 villages.

Differentiator

Problem solved

Functional benefit

Brands

• Samuh: In-house FMCG brand launched in February 2026, operating on 100% contract manufacturing model with sub-₹10 sachet strategy across 80 SKUs in seven categories, sold exclusively through Rozana's village network. Reached ₹100 crore annualized revenue run rate within three months of launch.

Products and services

• Rozana Rural Commerce Platform Hybrid omnichannel rural commerce platform offering over 1,000 products (groceries, electronics, footwear, FMCG, home essentials, beauty and personal care, books and stationery) to rural Indian households, combining mobile apps, physical retail experience centres and a network of 35,000+ women micro-entrepreneur partners for last-mile delivery.
• Samuh Private Label FMCG Brand In-house FMCG private label brand offering budget-friendly consumer goods (sub-₹10 sachets) across 80 SKUs in seven categories including groceries, home essentials, personal care and beauty, sold exclusively through Rozana's village network and manufactured via 100% contract manufacturing.

Quantifiable outcome

• Reached 1 million+ active households across 21,000 villages
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature3 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Meesho: Social commerce platform targeting Tier 2+ and rural Indian consumers with a similar low-cost, community-led model. Directly competes in the same rural e-commerce category with overlapping customer segments.
• DealShare: Community group buying platform focused on value-conscious Indian households, including tier 2/3 cities. Operates a similar peer-commerce model targeting price-sensitive consumers with comparable SKU breadth in FMCG and groceries.

Broad incumbents

• JioMart: Reliance's omnichannel commerce platform that has explicitly expanded into rural and tier 2/3 India. Competes broadly with Rozana in grocery and FMCG delivery, with substantially larger capital and infrastructure backing.
• Udaan: B2B commerce platform connecting manufacturers, wholesalers, and retailers across India including smaller towns. Comparable in addressing distribution inefficiency in India's smaller markets, though operating B2B rather than B2C.

Emerging players

• DeHaat: Rural commerce and agri-input platform serving Indian farmers with a network of micro-entrepreneurs. Comparable in its rural last-mile network model and village-level distribution approach, though anchored in agriculture rather than general consumer goods.
• ShopKirana: B2B commerce platform enabling small kirana retailers in tier 2/3 India to source inventory digitally. Comparable in rural/semi-urban retail enablement thesis, though operating on the supply side to retailers rather than directly to consumers.
• Country Delight: D2C dairy and essential food brand delivering directly to households, including in smaller cities. Comparable in direct-to-home rural/semi-urban delivery model and use of technology for sourcing and consumer engagement.
• Ninjacart: Agritech supply chain platform moving produce from farmers to retailers and businesses. Comparable in solving rural supply chain inefficiency in India and using technology to bridge fragmented village-level demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/Rozana_ecom
• Facebookfacebook.com/MyRozana
• LinkedInlinkedin.com/company/rozana

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds5 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rozana