Distributed across every channel where Indians shop from, D2C to the corner store.
A brand-led approach 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
- Products
- Bedsheets, curtains, cushion covers, throws, pillow inserts
- Trigger
- Gifting, festive refresh, new home setup
- Model
- Multiple brands at distinct price tiers and aesthetics
Decor, Lighting & Home Improvement
- Products
- Pooja essentials, incense, diyas, accent lighting, wall decor
- Trigger
- Daily ritual, festive & spiritual occasions, home refresh
- Model
- Occasion-led brands with high repeat purchase frequency
Kitchen Serveware & Cookware
- Products
- Dinner sets, serving platters, cookware sets, storage, bakeware
- Trigger
- Gifting, kitchen upgrade, entertaining, new household
- Model
- Range brands covering everyday use to gifting occasions
Appliances
- Products
- Small kitchen appliances, grooming, home comfort, air care
- Trigger
- Replacement, upgrade, gifting, new home
- Model
- Performance-led brands built on reliability and value
Where ideas become brands
We are building a portfolio of distinctive home and kitchen products. Each one carefully conceived, crafted, and brought to life. More coming soon.
Furnishings
Home Decor
Kitchen Needs
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.
Let's build the next chapter together.
Whether you're a brand partner, investor, retailer, or talent ‚ we'd love to hear from you.