Keychain Secures $30M Series B to Scale AI-Powered CPG Platform from India

U.S.-based CPG startup Keychain has raised $30 million in Series B funding to expand its India-based development team and accelerate growth across North America. The round was led by Wellington Management and included participation from existing investor BoxGroup, bringing Keychain’s total funding to $68 million.

Headquartered in New York but operating as a distributed company, Keychain plans to double its engineering, product design, and analytics teams in Gurugram from 35 to 70 employees in the coming months, targeting around 100 within a year. The India-based team already makes up half of the startup’s 70-person global workforce, with the remainder spread across New York and Austin, handling partnerships, sales, and go-to-market operations.

Keychain’s decision to anchor its engineering and product development in Gurugram is a calculated strategy, leveraging India’s deep talent pool and cost-effective expertise. The startup’s India team will play a central role in enhancing its current platform, used by over 20,000 brands and retailers, while developing new AI-driven tools for manufacturers under the KeychainOS suite. The first module, already live, helps manufacturers comply with food safety standards by transforming raw data into auditor-ready reports and responding to natural language queries.

Beyond its existing partnerships with major retailers like 7-Eleven and Whole Foods and CPG brands such as General Mills, Keychain plans to expand its platform to additional categories, including pet care and household products. Currently serving the U.S. and Canadian markets, the company is targeting Europe as its next expansion territory.

Founded in 2023 by Oisin Hanrahan, Umang Dua, and Jordan Weitz, Keychain draws on the founders’ prior experience at Handy and Angi, where they faced challenges in building long-term, scalable engineering teams in the U.S. Dua’s New Delhi background has helped anchor Keychain’s core teams in India, allowing the startup to build a sustainable, commercially minded engineering organization.

India serves not only as a back-office hub but as a frontline for product innovation. Keychain follows the model of companies like Deliveroo, Gojek, and Grab, using Indian engineering talent to develop global products without operating in the local market. This approach allows continuous development cycles across time zones while accessing top-tier technical skills.

KeychainOS is set to compete with traditional ERP systems like Oracle, QAD, and Plex, offering modules for procurement, inventory, and production planning, alongside the existing food safety compliance tool. AI is also embedded in the platform’s search and discovery layer, helping retailers quickly identify suitable third-party manufacturers across food, beverage, supplements, health, and beauty categories.

The startup operates a freemium model, offering the platform free to brands and retailers, while manufacturers pay to access KeychainOS and get discovered. With over 30,000 manufacturers on the platform, the company earns an average of around $20,000 per manufacturer annually, with subscription fees ranging from $10,000 to over $100,000.

Keychain’s recent Series B round, led by Wellington Management and supported by existing investors like BoxGroup, brings total funding to $68 million, with more than $50 million in reserves. The capital will be used to scale the India team, accelerate product development, enhance KeychainOS, integrate AI into operations, and support the company’s expansion across North America and Europe.