Nutraceutical firm Botanic Healthcare on Tuesday said it raised Rs 250 crore (about $30 million) in equity financing in a round led by Stakeboat Capital, with participation from co-investors Abakkus Four2Eight Opportunities Fund and DS Group, one of Stakeboat Capital’s LP.

According to a company statement, the funding will enable Botanic Healthcare to consolidate its group entities and strengthen its presence in the rapidly growing global nutraceutical market.

“With this funding, we will expand our product offerings, strengthen our global footprint, and invest in cutting-edge research to meet the evolving needs of our customers,” said Gaurav Soni, Founder and Director of Botanic Healthcare.

Going ahead, the fundraise will fuel the next phase of growth for the company, entry into new markets, and build strategic partnerships, Soni added.

As part of its expansion strategy, the company aims to grow 5X over the next three years. It plans to enhance its product portfolio, boost its R&D through JV and strategic collaborations.

Along with investments in innovation, it is focusing on talent acquisition as well. The company is strengthening its R&D pipeline and hiring top professionals in research, production, quality assurance, and sales to scale its operations effectively.

“Their focus on innovation and clinically proven botanical extracts is poised to influence the future of health and wellness. This is their maiden PE funding round, and we are excited to partner with Botanic Healthcare as they continue their mission of delivering exceptional quality and sustainable solutions globally,” said Chandrasekar Kandasamy, Managing Partner, Stakeboat Capital.

Imagine scrolling through Instagram and seeing a friend tagged in stories from a concert you desperately wanted to attend. The aesthetic lighting, the crowd energy, and your friend’s apparent euphoria make you pause. But what if they weren’t actually there? Welcome to the unnerving world of “pay-to-flex” services, where for just 99 rupees, you can buy a better social life — at least online.

This growing trend, epitomised by platforms like Get Your Flex, offers people a chance to fake their presence at exclusive events, chic cafes, and coveted experiences they never attended. For a nominal fee, these services tag you in Instagram stories and photos that project the illusion of an enviable lifestyle. It’s like hiring a stunt double for your social media identity, but instead of performing dangerous feats, they perform “fake feats” of social grandeur. And shockingly, thousands are jumping on the bandwagon.

The Disturbing Reality of Manufactured Memories

The rise of such services highlights a deeper societal issue: the insatiable hunger for social validation. We’ve reached a point where people are willing to trade authenticity for the perception of popularity. This isn’t merely about boosting follower counts; it’s about curating a persona that others admire, envy, and aspire to emulate.

But here’s what’s terrifying: this trend isn’t limited to one or two businesses. It’s a reflection of how deeply social media has rewired our priorities. Philosopher René Girard’s theory of mimetic desire — the idea that we learn what to want by observing others — is now more relevant than ever. In 2025, we’re not just observing; we’re paying to pretend.

The Numbers Don’t Lie

The data paints a grim picture. A survey by Statista in late 2024 revealed that 62% of social media users aged 18-34 admitted to feeling pressured to portray a “perfect life” online. Furthermore, 48% of respondents said they had faked at least one aspect of their social media presence. Services like Get Your Flex are capitalising on this vulnerability, offering affordable solutions to maintain the illusion.

In India alone, the “fake lifestyle” industry is estimated to be worth ₹300 crore annually, fueled by a generation obsessed with filters, trends, and social capital. What’s even more alarming is the psychological toll: studies show a direct correlation between curated online personas and declining mental health. Deloitte’s Digital Wellbeing Report (2024) found that 67% of young adults experienced anxiety tied to their social media presence.

Why Do We Fall for It?

The allure of such services lies in their ability to tap into three core human insecurities:

1. Fear of Missing Out (FOMO): No one wants to be the person scrolling through event highlights feeling excluded.
2. Social Capital: In a world where “likes” translate to perceived value, an exciting online presence can open doors to friendships, opportunities, and even job offers.
3. Peer Pressure: As everyone flaunts their curated lives, the pressure to keep up becomes overwhelming.

The Ethical Dilemma

While the concept of “pay-to-flex” might seem harmless or even amusing, it’s rooted in deceit. These services blur the lines between reality and fiction, raising ethical concerns. For brands and influencers, it’s a slippery slope. When authenticity is compromised, trust — the very currency of social media — is eroded.

Moreover, the normalisation of such practices perpetuates a toxic cycle. Younger generations, already grappling with self-esteem issues, are bombarded with unattainable standards. As one user aptly put it, “We’re no longer living our lives; we’re performing them.”

Final Thoughts

The rise of “pay-to-flex” services is a stark reminder of how deeply ingrained social validation has become in our lives. While it’s tempting to judge those who buy into the trend, it’s crucial to understand the societal pressures driving such behavior. In the words of renowned psychologist Carl Rogers, “What is most personal is most universal.” This trend isn’t just about them; it’s about all of us and the culture we’ve collectively built.

So the next time you feel tempted to “flex” your way into social acceptance, ask yourself: is it worth trading real memories for manufactured ones? After all, the most authentic flex is living a life you don’t need to fake.

Swedish fast fashion retailer H&M (Hennes & Mauritz) is moving its Indian headquarters from Delhi-NCR to Bengaluru, aiming to leverage the city’s ecommerce and fashion tech ecosystem, according to sources familiar with the matter.

H&M, which has over 100 employees in its corporate office, is reportedly shifting operations from its Saket office in Delhi to a location in North Bengaluru. The company did not respond to queries from YourStory regarding the move.

Last year, Louis Coucke, H&M India’s CFO and Country Controller, stepped down to join the Dubai-based Albatha Group. Eric Bennici, a long-time H&M executive succeeded Coucke, as confirmed by the company at the time. In 2024, H&M also appointed Helena Kuylenstierna as its India Director.

The fashion giant, which operates around 65 stores in the country, competes with global brands like Zara and Uniqlo, as well as a growing number of domestic startups.

Bengaluru has become a key destination for companies seeking top-tier talent in ecommerce, tech, and fashion.

The city is a hub for both traditional and digital-first apparel brands, including companies like Rare Rabbit, Mensa Brands, Newme, BlissClub, Snitch, Wrogn, Arvind Fashion, and Aditya Birla Group’s house of brands business, TMRW.

It also holds a strong foothold in the fast-fashion segment, with Tata Group’s fast-fashion venture Zudio originating in Bengaluru. Competitors like Reliance Retail and Aditya Birla Group have similarly launched fast-fashion offerings in the capital city of Karnataka.

Adding to its appeal, Bengaluru houses major fashion and ecommerce platforms like Walmart-owned Myntra, Reliance’s Ajio, Flipkart, and Meesho.

H&M—which previously sold exclusively on Myntra—expanded its presence last September when Ajio announced it would also carry the Swedish retailer’s products. Since the COVID-19 pandemic, ecommerce has emerged as a crucial channel for fashion retailers, prompting them to develop dedicated strategies, unlike in the past when it held less significance.

H&M’s relocation follows a similar move by quick commerce player Zepto, which shifted its headquarters to Bengaluru to capitalise on the region’s talent pool. Quick commerce companies, too, are expanding into new categories, including fashion and electronics.

These changes occur against the backdrop of Chinese fast-fashion giant Shein planning its return to India in partnership with Reliance.

Amid intensifying competition in India, leading players like Uniqlo, M&S, Zara, and H&M have faced sluggish growth and declining profits in FY24, impacted by subdued discretionary spending and a high inflationary environment.

H&M reported an 11% rise in operating revenue, reaching Rs 3,278.4 crore in FY24, as per filings with business intelligence platform Tofler. However, its net profit plunged 80% to Rs 8.32 crore from Rs 43.6 crore in the previous year. This follows a robust 40% growth in revenue to Rs 2,942 crore in FY23.

Globally, Stockholm-listed H&M reported flat sales and lowered profits in its third-quarter earnings affected by currency fluctuations, winding-down costs, and rising living expenses.