India, Sept. 3 -- D2C smart crib brand Cradlewise has raised $12 Mn (about Rs.xx Cr) in a Series A funding round led by 3one4 Capital and Prudent Investment Management.

The San Francisco-headquartered startup plans to deploy the fresh capital towards growth, channel expansion, product R&D, and entry into new international markets.

Cradlewise, which currently sells its products through its own website and ecommerce marketplaces, plans to widen its distribution through offline retail stores, partnerships, and other channels. The startup said the strategy would help it reach parents across multiple touchpoints without relying on a single route to market.

Founded in 2019 by husband-wife duo Radhika and Bharath Patil, Cradlewise manufacture...