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SaleBhai.com, an e-commerce marketplace for regional consumable items in India, has received INR 10 crore (US$1.5 million) in funding from Brand Capital, the VC arm of Times Group, for a minority stake.

This partnership will help SaleBhai to expand its footprint and acquire more customers in India and abroad, according to Co-founder Vishwavijay Singh.

Ahmedabad-based SaleBhai was founded by Singh, along with Purba Kalita and Pramod Rao.

The startup enables Indians living away from home to order a range of specialties directly from their hometowns. It focuses on requirements of over 17 diaspora communities living in big Indian cities as well as those living abroad.

The firm sources delicious consumable items — such as sweets, namkeen (a savoury flavour), chocolates, bakery, spices, dry fruits, beverages, and pickles — from over 100 cities and 250 select vendors. It also offers other products such as handicrafts, paintings, pooja items, handloom goods, and herbal and wellness items.

SaleBhai has earlier raised an undisclosed amount in funding from 12 HNI customers.