Lifelong Online, a D2C brand based in Delhi NCR, just got $13 million (INR 114 crore) in funding from current investors. This puts their value at $500 million (INR 4,000 crore).
The money comes from investors like Sunil Kant Munjal of Hero and Tanglin Ventures. Lifelong Online plans to use it to grow their business by focusing on their D2C strategy for consumer goods. This move should make them a key player in India’s quickly growing D2C market.
Atul Raheja, Bharat Kalia, and Varun Grover started Lifelong Online in 2015. Since then, it’s become one of the fastest-growing D2C brands in India for consumer goods. They sell many products for homes, kitchens, health, and fitness, including gas stoves, mixers, treadmills, and yoga gear. They sell directly to consumers online and through platforms like Amazon, Flipkart, Blinkit, and Zepto.
This funding is happening at an important time. The consumer goods market in India should reach $34 billion by 2030. This growth is due to people having more money, the demand for stylish products in cities, and government programs that support local production. Lifelong Online already has six factories and makes about half of its products in India. Because of this, they’re in a good spot to take advantage of this market trend. By spending money on local production, they’re improving their D2C supply chain and meeting the demand for reliable, high-quality Indian brands.
Lifelong Online’s revenue for FY24 was INR 380 crore, up 12% from INR 339 crore in FY23. Even though they had a net loss of INR 63 crore, their sales show that their D2C strategy is working and that they can grow in a tough market. They’re up against big companies like Philips and Bajaj, as well as newer D2C startups like Nuuk and Atomberg.
The D2C market in India is booming, with many startups raising money and growing quickly. This year, Nuuk got $2 million from current investors, and Posha, which makes kitchen robots, raised $8 million in a Series A round led by Accel. Lifelong Online’s $13 million funding adds to this excitement, showing that investors believe in the future of Indian consumer goods brands.
In 2021, Thrasio, a US company, bought a large stake in Lifelong Online but later sold most of it back to the founders. This change let the brand focus on its D2C strategy with more independence. These kinds of deals show how the D2C market is changing and how Indian D2C brands can bounce back even when things are unstable worldwide.
With competition among D2C startups heating up, Lifelong Online’s wide range of products, D2C strategy, and strong investor support make it one of the best-funded D2C brands. With a $500 million value and new funding, they’re on track to become a leader in the D2C market and maybe even launch an IPO in the future.
Lifelong Online’s story shows that the next big thing in the Indian D2C market will be consumer goods. This growth will be supported by new ideas, investor confidence, and the ability to grow across different product types while keeping quality and affordability in mind.
