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 brands. Each one carefully conceived, crafted, and brought to life. More coming soon.
Collection X
Collection Y
Collection Z
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.