Image Source: INC42
In a significant boost to India’s direct-to-consumer (D2C) landscape, Lifelong Online, a rapidly expanding consumer durables brand, has secured $13 million in funding at a striking post-money valuation of $500 million. This fresh capital, raised from Lifelong’s ongoing roster of investors, signals robust market confidence and marks the beginning of a bold new phase for the company, known for its wide range of home, kitchen, health, and fitness products. Here’s a comprehensive look at the latest development:
Key Highlights:
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Lifelong Online, founded in 2015, specializes in two primary verticals: home and kitchen appliances as well as health and fitness equipment.
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The $13 million (INR 114 crore) funding round was led by existing investors including Hero’s Sunil Kant Munjal and Tanglin Ventures.
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The new valuation stands at $500 million (INR 4,000 crore), reflecting notable investor confidence and promising market trajectory.
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The funds raised will be used for general business expenses, expansion plans, and strengthening technology and distribution networks.
Company Background:
Lifelong Online was founded by Atul Raheja, Bharat Kalia, and Varun Grover, and has since grown into a household name, serving over 10 million homes across India. Its product catalogue—more than 300 items—caters to everyday needs, ranging from mixer grinders and cookware to treadmills, yoga accessories, and grooming essentials. The brand’s philosophy centers on innovating daily life with accessible, affordable, and locally crafted solutions.
Investment Details:
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Existing backers led the round, underscoring their confidence in Lifelong’s vision and execution.
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In an earlier phase, US-based Thrasio acquired Lifelong Online, but later transferred most of its stake back to the cofounders, signaling a renewed focus on founder-led direction for the brand.
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Lifelong’s products are widely available on major e-commerce platforms like Amazon, Flipkart, Blinkit, and Zepto, broadening its reach across more than 10,000 Indian pin codes.
Strategic Priorities Post-Funding:
This new capital infusion is set to accelerate several key initiatives:
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Enhancing product innovation by leveraging feedback and market insights.
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Expanding the reach into more pin codes, aiming for deeper rural penetration.
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Streamlining supply chain operations to ensure reliable access to products.
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Investing in technology, particularly for better customer experience and omnichannel distribution.
Portfolio and Impact:
Lifelong Online’s extensive portfolio includes sports, fitness, personal grooming, and home solutions, empowering consumers with choices for healthy lifestyles and efficient homemaking. The brand’s focus on quality and reliability continues to attract millions of Indian households each year.
Investor & Leadership Insights:
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Hero’s Sunil Kant Munjal and Tanglin Ventures remain integral long-term partners.
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Lifelong Group’s chairman, Atul Raheja, and the founding team are driving strategy and operational excellence.
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The company plans to use the new funds for general corporate purposes and further business growth, although the exact breakdown has not been disclosed publicly.
Market Confidence and Brand Evolution:
The $500 million valuation and the continued support from investors illustrate Lifelong Online’s ability to both scale and differentiate in the highly competitive D2C segment. The return to founder-majority ownership post-Thrasio signifies the importance of strong local leadership in sustaining and innovating brand growth.
Conclusion:
Lifelong Online’s latest funding round cements its position among India’s leading consumer durables startups. Looking ahead, the company’s focus on expanding product innovation, enhancing distribution, and maintaining a customer-centric approach is set to reshape everyday living in India.
Source: Inc42, NewsPointApp, LeadsOnTrees
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