D2C fitness brand Boldfit seeks $100-M from PE funds

Bengaluru-based Bling Brands, the company operating the direct-to-consumer (D2C) fitness brand Boldfit , has initiated a process to raise USD 80-100 million from private equity funds. The company has mandated Avendus as the exclusive advisor for the transaction.Potential investors identified include Sofina, Verlinvest, Venturi Partners, the private equity arm of Motilal Oswal, and Kedaara Capital. The firm is targeting a valuation of INR 3,000-4,000 crore.Founded in 2019 by Pallav Bihani and Aasshna Guptaa, Boldfit designs, manufactures, and sells a wide range of products across fitness and sports categories, including equipment, sports shoes, sneakers, and apparel.