About Us
OUR DREAM
In 2015, we started with one simple dream. A dream to be a part of every Indian home. So we got to work and built Lifelong Online with the modern Indian consumer at the heart of everything we do. With our products being welcomed into over 5 million households across the country, we have grown to be India’s leading D2C consumer durable brand. Because we are built for you. Built for India.
India is a melting pot of cultures. Here, everybody adds a unique essence to build the nation. Your choices are different. Your experiences are different. Your way of living is different. Then how can your needs be the same? At Lifelong Online, we understand this. That’s why we asked you, what it is you really want. And this is what you had to say. You want ingenious solutions to everyday challenges. You want more for less and you want it all available at your fingertips. We heard you and innovated just for you. Starting with a simple mixer grinder, we have steadily made our presence felt across multiple categories. From home and kitchen, we made a foray into health and wellness, sports and fitness, personal grooming, electronics, home improvement and home security. Today, we have over 15 bestsellers on prominent online marketplaces. From design to delivery, we have kept you, our consumer at the heart. That’s how we build solutions for India. That’s how we build products for you.
HOME AND KITCHEN
HEALTH AND WELNESS
SPORTS AND FITNESS
PERSONAL GROOMING
ELECTRONICS
HOME SECURITY
BRANDS BY LIFELONG
We grew in size. We grew in stature. But we wanted more. We wanted people to get up, take notice and start moving. So in collaboration with India’s greatest fitness icon, we launched Chaze by Milind Soman, an exclusive range of cycles available only Flipkart. The range is designed to help India embrace the joy of cycling whilst embarking on its fitness journey.
That’s not all. We wanted to rise above the noise and make every moment count. So we launched Vibez by Lifelong, an audio gear and smartwatch brand. We set out to transform people’s relationship with sound and time, by crafting innovative products that offered an immersive experience. An experience fit for every vibe.
With our proven performance in launching and scaling categories within 90 days, we have set up our ecosystem to ensure an unparalleled experience for you, our customer.
We identify your needs as a customer via channel and product review insights.
We engineer a functional design that fits your needs, by optimising across the value chain, from product specifications, design, supply chain to packaging.
We test the value proposition by conducting a test launch of the newly designed product and refine the design and positioning based on the feedback collected.
We combine these insights with a market attractiveness check that involves studying the category size, competition mapping, etc.
We then conduct a pre-launch quality testing to bring to you a product that greatly benefits you.
Once we are satisfied with the results, the product is launched for you to buy, order and use. We continuously collect and analyse the feedback, improving every product to better serve you.
We identify your needs as a customer via channel and product review insights.
We engineer a functional design that fits your needs, by optimising across the value chain, from product specifications, design, supply chain to packaging.
We test the value proposition by conducting a test launch of the newly designed product and refine the design and positioning based on the feedback collected.
We combine these insights with a market attractiveness check that involves studying the category size, competition mapping, etc.
We then conduct a pre-launch quality testing to bring to you a product that greatly benefits you.
Once we are satisfied with the results, the product is launched for you to buy, order and use. We continuously collect and analyse the feedback, improving every product to better serve you.
We started with shared manufacturing facilities and have come a long way since. We currently have 6 captive factories that drive 50% of our revenue. We are a proud participant of the Make In India movement with approximately 60% of our volumes from SKUs being manufactured in India, giving better margins and working capital terms. In the next 3 months, our first multi-line facility will go live, aligning with our vision of building multi-line, flexible, dedicated facilities that distribute to the 4 regions of India.