Bombay Shaving Company, D2C grooming and personal care start-up, secured INR 24 crore ($3 million) in debt funding from venture debt fund Alteria Capital.WHO: Visage Lines Personal Care is the Indian company that owns popular men's grooming brand Bombay Shaving Company, launched in 2016. Founded by Shantanu Deshpande, the company initially focused on men’s shaving and grooming products as a D2C brand. The brand has a portfolio of over 100 products across shaving, bath and body, skin, and beard care. In 2020, the brand expanded into women's hair removal with their brand “Bombay Shaving Company–Women,” which accounts for nearly 25% of the total business. Their products are now available on e-commerce platforms, including Nykaa, Flipkart, and Amazon, as well as in over 40,000 physical stores.WHY: The fresh capital will be used to further refine the start-up’s go-to-market strategy for the razor category and experiment with a few new products and innovation.IN THEIR OWN WORDS: “We are looking at almost 35% growth in FY25. Getting the brand a lot more salient through investments in the brand campaign for our core power products will be critical right now,” said Deshpande. “We are also looking to go from 12 cities currently to 25 cities and experiment more with offline (channel) than before.”Alteria Capital Managing Partner Ankit Agarwal told Inc42, “From redefining product formulations to pioneering new sub-categories and adopting innovative distribution channels, Bombay Shaving Company has not only challenged the status quo but has also earned its place as a preferred leading brand in this dynamic space.