new delhibengaluru thrasiostyle startup goat brand labs has raised 36 million in funding led by new yorkbased investment firm tiger global and flipkart ventures goat is an acronym for greatest of all timethrasiostyle refers to the business model where a firm buys growing online brands to build an assortment of products while helping these brands scale by investing in technology working capital and marketing efforts founded by rishi vasudev who headed the fashion vertical at flipkart goat brand intends to acquire thirdparty lifestyle brands to help them grow online rameswar misra cofounder of menswear brand turms has joined vasudev as cofounder of goat brand brands will differentiate themselves on the frontend and they will leverage backend efficiencies and economies of scale there are a lot of things in common across tech warehousing and logistics it is a proven model globally we would like to think of ourselves as digital pg or unilever for d2c directtoconsumer brands vasudev said many brands in the commerce world he said make it to the rs 25 crore revenue mark quickly but then they struggle with challenges like handling inventory funding managing channels and backend we will initially focus on home and kitchen and fashion and beauty categories he saidthe startup is one among several in india including mensa brands and globalbees that too recently raised funds mayfield nordstar and better capital participated in goats funding along with individual investors such as virender gupta of dailyhunt sujit kumar of udaan and ranjan pai of manipal groupwe acquire 51 to 80 stake in the brand then we allow the founders to run their firms vasudev said goat brand is in advanced discussions with at least 10 brands for acquisition ravi iyer svp and head of corporate development in flipkart said at flipkart we are consistently focused on identifying opportunities and building new partnerships that benefit the ecosystem at large our investment in goat brand labs is aligned to this intent as we aim to work with earlystage startups that have the potential to address emerging business and consumer requirements leveraging the power of technology