About Us

Our Vision

Keeping ourselves deeply rooted in our Indian culture, we aspire to be India’s largest brand for all your home requirements. We achieve this by designing products based on customer insights, driven by data and crafted with care. We have built our supply chain, manufacturing facilities and online commerce from the ground up and market our products to you, the modern consumer. Our promise to you, is to deliver innovative products, at the best prices, that will enrich your home, health and happiness.

BHARAT KALIA

Co-Founder & CEO
Ex-Bain and Company

With 5 plus years of consulting experience, he has taken the Lifelong brand online with Lifelong Online. His vision is to build an ecosystem of distribution and service that reaches every household in India while facilitating honest pricing.

VARUN GROVER

Co-Founder & COO
Ex-Bain and Company

He has over 10 years of consulting experience and has specialised in working with large businesses globally. His passion for entrepreneurship has led him to look for innovative and creative solutions for complex challenges.

ATUL RAHEJA

Co-Founder
Lifelong Group

With more than 25 years of experience in the manufacturing and trade business, he founded the Lifelong appliances brand in 1985, pioneering the China sourcing model.

Customer-led Innovation with Iterative Focus to build a Brand for India

We understand that your needs as a consumer have evolved. You, now, search for functional modern solutions, for age-old challenges, simultaneously looking for great value for money and you’ve taken this search online. We, at Lifelong, have heard you and have crafted a solution for you. Our innovative products are designed driven by data and backed by consumer insights. We have set up a value chain efficiency through a tech enabled D2C model. This has enabled us in creating a winning value proposition for India and Indian households, where our functionally crafted products are priced at least 30% lower than traditional brands.

Our ability to challenge the most traditional home categories
TAKING PRODUCTS FROM IDEATION TO LAUNCH

Our product development cycle takes 60-90 days from ideation to launch, to ensure that your customer experience is unique and unmatched. A simple 3 step cycle: Input - Development - Refine & Launch


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.

Our Manufacturing Factories


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.