Building finest home and kitchen improvement brands
Building India's most trusted house
of home & kitchen brands.
Distributed across every channel where Indians shop — from D2C to the corner store.
Discover Our StoryA multi-brand portfolio
built for modern India.
Each brand in our portfolio owns a distinct emotional and functional territory within the home — targeting mass and mass-premium households with purpose-built identities.
Fragmented Market,
Consolidated Opportunity
India's home & kitchen category is large but deeply fragmented. No single brand owns multiple rooms of the home at mass-premium price points. We intend to change that.
Brand as
the Moat
Consumers trust specific brands for specific occasions. Purpose-built sub-brands create stronger emotional purchase triggers than any single generic name ever could.
Online First,
Offline Eventually
We build brand equity and unit economics digitally first — D2C and marketplaces — before expanding into physical retail as brands reach scale and recognition.
Every room.
Every occasion.
Four focused bets spanning the complete home — each category chosen for its scale, repeat-purchase potential, and emotional resonance with Indian consumers.
Home Furnishing
Bedroom · LivingDécor, Lighting & Home Improvement
Ambience · RitualKitchen Serveware & Cookware
Cook · Serve · EntertainAppliances
Utility · PerformanceWhere ideas become brands
We are building a portfolio of distinctive home and kitchen brands. Each one carefully conceived, crafted, and brought to life. More coming soon.
Built by operators
who've done it before.
Five seasoned leaders from API Holdings — the company behind PharmEasy and Thyrocare — coming together to build finest home and kitchen improvement brands.
Dheeraj Goyal
Co-Founder
Ex-Head of Customer Experience at API Holdings (PharmEasy and Thyrocare)
LinkedIn →Nitin Chugh
Co-Founder
Ex-Head of Growth at PharmEasy and Ex-Chief Commercial Officer at Thyrocare
LinkedIn →Let's build
the next chapter
together.
Whether you're a brand partner, investor, retailer, or talent — we'd love to hear from you.