Fireside Ventures backed 10club announces a strategic pivot

With a strategic pivot becomes a first of its kind consumer brand for the Home & Kitchen company as it accelerates and moves into the next phase of growth. The Fireside Ventures backed startup sets its eye on bringing structure and organising the unfragmented $30B Home & Kitchen industry. Led by Bhavna Suresh, Founder - 10clubhomes, the INR 100 Cr revenue run rate company has consolidated businesses into one robust brand that will now cater to India’s value segment in the Home & Kitchen space. 

This marks a significant milestone in the company's growth trajectory, optimising operational efficiency, enhancing synergies, and positioning the organisation to grow from INR 100 to a 1000 crores. 

Commenting on the announcement, Bhavna Suresh, Founder of 10clubhomes said, “Our homes define us. They are not just physical structures; they encapsulate our stories, dreams, and unique identities. With 10clubhomes, we want to build a brand, and not a business, that understands the Indian audience and resonates with them. Our philosophy is simple but entrenched in India’s culture and celebration of colour. Our offerings speak of India's love for bright and happy, yet functional needs. Delivering on the quality promise while being affordable for the price-conscious customer. We are excited for this new trajectory and  remain committed to setting new standards in the industry, ensuring that every home embodies the true essence of its occupants.”

The Industry and Opportunity:

India’s Home and Kitchen industry currently valued at $30B, is growing at a rapid pace but as a category it continues to remain mostly informal. Understanding the potential of the market and staying true to its commitment to make the consumer's experience seamless while ensuring quality products are offered at an affordable price point. 10Club over the last 2 years has acquired over 8000 SKUs and created a lean portfolio of 200 which are centred around 3 key themes: quality, functionality and bold colours, at affordable prices. 

The Business Model and Offerings:

With the vision to create one brand for every home need, and unconventional premise, 10Club embarked on a mission to redefine the concept of value for money for the Indian consumer before they set out to build an enduring brand. Their strategy was to start by nurturing businesses that thrived in the digital realm, and through a meticulous process created a portfolio that empowered consumers to Make friends with quality and offered products that are always functional, durable and colourful. They started by acquiring SKUs in the garden utility, baby furnishing and home fitness. Along the way, they incubated fresh categories, including home decor, storage and organisation, home furnishings, puja room essentials, kitchen must-haves, and bath accessories. These endeavours culminated in the birth of Their functional utility focus, adorned with vibrant pop colours, distinguishes them from the rest.

The Next Steps:

Following a phased wised approach, 10Club will be expanding its offline presence  through collaboration with partners like Wakefit, Pepperfry in phase one and will further strengthen their presence with flagship stores in the metros cities in phase 2. Staying true to the brand ethos, more than 85% of the sourcing by the brand is through local resources. Currently a INR 100 Crore GMV business, 10Clubhomes is making strides towards becoming the largest home & kitchen brand to be built out of the country.



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