DIRECT, formerly ShopKirana, is a B2B - commerce company focused on technology and supply chain innovation that aims to empower retailers to be competitive by providing technology, operational expertise and scale advantage.

DIRECT connects brands and traditional retailers with the help of technology and supply chain innovation.

DIRECT was founded in 2014 by Tanutejas Saraswat, Deepak Dhanotiya, and Sumit Ghorawat. The company is headquartered in Indore, Madhya Pradesh, India.


Direct works directly with brands and helps them with distribution network and market intelligence. With direct platform, the kirana stores can discover, order, get delivery and make payments for all the brands in one place.


Direct claims to be the first mover on selling groceries directly to retailers from brands. It currently works with 50,000 kirana stores in eight cities across four states —Madhya Pradesh, Uttar Pradesh, Rajasthan and Gujarat. 


Direct is backed by Info Edge, Oman India, Sixth Sense Ventures, Trifecta, AET Fund, Incubate Fund, Akatsuki, Ajanta LLP, Gunosy Capital, and others. The company raised $38M in Series C round on Jan 26, 2022. This brings Direct's total funding to $53.1M to date.



  • Year founded: 2014
  • Funding Info: $53.1M over 6 Rounds (Latest Funding Type: Series C)
  • Yearly Revenue: NA
  • Employee Size: 201-500
  • Business Valuation: NA
  • City/Town: Indore
  • State: Madhya Pradesh
  • Country: India
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