How 2 Brothers Bring Vedic Rituals to the Digital Age, Scaling Spiritual Commerce

In a world where fast fashion and flash sales dominate your feed, two brothers from India decided to bet big on something timeless: faith. Meet Aniruddha and Anurodh Singhai, the co-founders of Divine Hindu, a spiritual lifestyle brand that’s bringing ancient rituals to your doorstep, one certified Rudraksha at a time. 

And no, this isn’t your grandma’s puja store. This is tradition meets tech, with a side of startup swagger. 

From Rituals to Retail: The Divine Origin Story 

Growing up in a traditional Indian household, the Singhai brothers were no strangers to rituals, mantras, and the occasional hunt for a “real” Rudraksha. However, as they grew older, they noticed a gap: authentic spiritual products were hard to find, even in India. 

So in 2023, they launched Divine Hindu with a simple mission:
Make devotion accessible, authentic, and digital-first. 

What started as a humble online store is now a full-blown movement, serving thousands of customers across India and gearing up to go global. 

The Funding Blessing: ₹1.56 Cr in Seed Capital 

In July 2025, Divine Hindu raised ₹1.56 crore in seed funding, led by: 

• BeyondSeed 

• D2C Insider Super Angels 

• Signal Ventures 

This wasn’t just a cash injection, it was a vote of confidence in a brand that’s blending ritual purity with modern convenience. 

So, what’s the plan for all that funding? 

Here’s what the Singhai brothers are manifesting:

🚀 Product Expansion: More curated puja kits, wearable spiritual accessories, and ritual-based offerings 

🌍 Global Rollout: Launching in the US, UK, UAE, and Canada via Amazon Global 

🧘 Community Building: Creating a digital-first spiritual community rooted in Vedic traditions 

🛒 Omnichannel Growth: Scaling across Amazon, Flipkart, Blinkit, Zepto, and Instamart 

What Makes Divine Hindu So… Divine? 

Let’s be honest, there are plenty of online stores selling incense and idols. But Divine Hindu isn’t just selling stuff. They’re selling sanctity. 

Here’s how they stand out: 

In short: less Alibaba, more Ayodhya. 

The Product Line: From Rudraksha to Rashi 

Divine Hindu’s catalog is a spiritual buffet. Whether you’re a seasoned devotee or a curious millennial trying to decode your horoscope, there’s something for everyone. 

Bestsellers include: 

• Rudraksha Malas (1–14 Mukhi, lab-certified) 

• Tulsi & Karungali Bracelets 

• Sacred Idols (crafted by village artisans) 

• Gemstone Jewelry (aligned with your Rashi) 

• Curated Puja Kits (yes, they even include instructions) 

• Religious Books & Agarbattis 

And everything is lab-tested, certified, and blessed, because vibes matter. 

The Challenges: Not All Smooth Sailing 

Like any startup, Divine Hindu had its share of growing pains. Despite strong demand, they hit a few snags: 

• High COD Dependency: Prepaid orders were stuck at 8–9%, leading to cash flow delays and return-to-origin (RTO) headaches 

• Manual Workload: A lean team meant manually confirming orders and chasing customers post-purchase 

• Cart Abandonment: High website traffic, but many visitors ghosted before checkout 

To fix this, they partnered with GoKwik, a D2C enabler that helped automate upsells, reduce RTOs, and boost prepaid conversions. The result? Higher GMV and fewer headaches. 

The Mission: More Than Just Sales 

At its core, Divine Hindu isn’t just about selling spiritual products. It’s about reviving a culture. 

Their mission is to: 

• Enrich spiritual lives with authentic, meaningful products 

• Foster a community of seekers through content and conversation 

• Make Hindu rituals accessible to the next generation, without losing the essence 

As the founders put it: 

“We built Divine Hindu to serve today’s spiritual seekers with trust, tradition, and tech.” 

Going Global: From Rameshwaram to the World 

With the seed round secured, Divine Hindu is now eyeing the global stage. Their international expansion strategy includes: 

• Launching on Amazon Global 

• Targeting the Hindu diaspora in the US, UK, UAE, and Canada 

• Offering localized content and region-specific kits for festivals like Diwali, Navratri, and Raksha Bandhan 

Because faith doesn’t stop at borders, and neither does good packaging. 

Meet the Founders: The Singhai Brothers 

Aniruddha Singhai – Co-founder & CEO 

The elder brother and the strategic brain behind the brand. With a background in operations and a deep-rooted spiritual upbringing, Aniruddha ensures that every product meets the highest standards of authenticity. 

Anurodh Singhai – Co-founder & CMO 

The younger sibling and the creative force. Anurodh is the one making sure your Rudraksha looks good on Instagram while still being spiritually legit. 

Together, they’re the Ram-Lakshman of D2C spirituality, balancing tradition with trend, and rituals with reach. 

What’s Next for Divine Hindu? 

The brand is just getting started. Here’s what’s on the horizon: 

• New Product Categories: Think Ayurvedic wellness, spiritual wearables, and astrology kits 

• Tier-2 & Tier-3 Expansion: More pin codes, more blessings 

• Personalized Journeys: Using data to offer tailored recommendations based on your spiritual goals 

• Offline Pop-Ups: Because sometimes, you want to feel the vibes IRL 

Final Thoughts: Faith, But Make It D2C 

Divine Hindu is proof that you can scale a startup without selling your soul. In a market flooded with knockoffs and gimmicks, they’re offering something rare: authenticity. 

By blending ancient rituals with modern tech, the Singhai brothers are building more than a brand; they’re building a spiritual ecosystem for the 21st century. 

So whether you’re manifesting peace, prosperity, or just a better puja thali, Divine Hindus got your back. And your blessings. 🙏

Shop and Follow their Journey: Divine Hindu