Backed by four decades of manufacturing experience, the company is combining international kitchenware brands, consumer education and domestic manufacturing to tap into India’s evolving kitchen needs.
Mumbai-based thinKitchen is building a premium, kitchen-first omnichannel platform aimed at making better-designed kitchenware more accessible to Indian consumers. Founded in 2018 by Anand Baldawa and his wife, Manushi Baldawa, the business builds on the family’s manufacturing legacy through Seeba Industries, established in 1986.
The company initially partnered with international kitchenware brands to understand Indian consumer preferences before developing its own platform. Today, its portfolio spans 12 categories and nearly 48 subcategories, with over 1,500 SKUs across 35-plus international brands, alongside its proprietary brand, Culinex.
Building an Omnichannel Kitchenware Platform
thinKitchen operates across its D2C website, e-commerce marketplaces, quick commerce, modern trade, general trade and institutional channels. Its distribution network covers more than 250 online and offline touchpoints and reaches over 6,700 PIN codes across all 28 states and eight Union Territories. Its fulfilment network can service approximately 98% of Indian PIN codes within 48–72 hours.
The company follows an education-led approach to help consumers understand product quality, utility and design before purchasing. Product selection considers customer needs, the problems products solve and suitable pricing, supported by search behaviour, feedback and sales data.
Manufacturing Strength and Global Partnerships
Its manufacturing capabilities come through Seeba Industries, which operates an 80,000 sq. ft. facility in Gujarat with a stated capacity of approximately two million pieces per month. The business offers OEM, ODM, contract manufacturing and private-label solutions to international partners.
This creates a two-way business model: bringing global kitchenware brands to India while manufacturing products in India for international markets.
Targeting 3–5X Growth
Over the next five years, thinKitchen aims to grow its overall business three to five times. Its priorities include expanding distribution, strengthening existing brand partnerships, scaling contract manufacturing and developing Culinex.
The company also plans to improve purchasing efficiency, inventory turnover, manufacturing productivity and cash generation. Remaining family-funded, it is prioritising sustainable growth and stronger financial discipline.
As India’s kitchenware market evolves, thinKitchen is positioning itself at the intersection of global product innovation, domestic manufacturing and changing consumer preferences.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
