Fireside Ventures backed 10club starts its offline journey by partnering with Wakefit

New Delhi, October 30, 2023: In a significant strategic shift, 10clubhomes.com is poised to emerge as India's pioneering consumer brand in the Home and kitchen sector as it accelerates into its next phase of growth. Supported by Fireside Ventures, the start-up, with an annual revenue of INR 100 Crores, is spearheading the effort to bring structure and organization to the currently fragmented $30 billion Home and kitchen industry. Under the leadership of Bhavna Suresh, Founder of 10clubhomes, the company has amalgamated various businesses into a single, robust brand, focusing on India's value segment within the Home and kitchen domain.

This transformation represents a pivotal milestone in the company's progression, aiming to optimize operational efficiency, enhance synergies, and position the organization for a growth trajectory from INR 100 Crores to 1000 Crores.

Bhavna Suresh, Founder of 10clubhomes, commented on the development, stating, "Our homes are a reflection of our identities, stories, and dreams. 10clubhomes aims to create a brand that resonates with the Indian audience by understanding their culture and love for vibrant colors. Our offerings represent India's affection for cheerful yet functional products. We are committed to maintaining quality while remaining affordable for price-conscious customers. We are thrilled about this new direction and are dedicated to setting new industry standards, ensuring that every home embodies the true essence of its residents."

The Industry and Opportunity:

The Home and Kitchen industry in India, currently valued at $30 billion, is experiencing rapid growth. However, it largely remains informal as a category. Recognizing the market's potential and staying true to its commitment to providing consumers with quality products at an affordable price, 10Clubhomes has been proactive in curating a portfolio that emphasizes three core themes: quality, functionality, and bold colors, all at budget-friendly prices. Over the past two years, the company has acquired over 8000 SKUs and streamlined this vast array into a lean portfolio of 200.

The Business Model and Offerings:

With a vision to establish a single brand to cater to all home needs, 10Club embarked on an unconventional mission to redefine the concept of value for money for Indian consumers. They started by nurturing digital businesses in areas such as garden utility, baby furnishings, and home fitness. They then expanded into new categories, including home decor, storage and organization, home furnishings, puja room essentials, kitchen essentials, and bath accessories, leading to the birth of 10clubhomes.com. Their product focus on functionality and vibrant colors sets them apart from the competition.

The Next Steps:

Following a phased approach, 10Club will expand its offline presence through partnerships with Wakefit and Pepperfry in the first phase and will solidify its presence with flagship stores in major metropolitan areas in the second phase. The brand's commitment to local sourcing remains strong, with over 85% of its products coming from local resources. Currently achieving an INR 100 Crore GMV, 10clubhomes is determined to become the leading home and kitchen brand originating from India.

About 10Club:

10Club is a uniquely Indian brand that adds value to every corner of your home. From tableware to towels, baby nurseries to bed linens, gardening tools to home gym equipment, and storage solutions of all sizes, 10Club prioritizes the little things you use daily. Their products are designed to be robust and beautiful, promising long-lasting quality in your home.