



The Thrasio reset: How a Gurugram consumer durables startup scaled the ₹1,000 crore peak
₹24,000. They installed it in my flat the same day, and I have been using it regularly.”Since then, a friend bought the same gear on her recommendation and Dua has picked up other Lifelong products, including a duffel bag, a power bank and a pressure cooker.A few months before Dua’s purchase, Delhi-based advertising executive Kritika Sharda bought a ₹1,599 Lifelong power bank on quick commerce platform Blinkit on the eve of a trip to Manali. “I am very impulsive, both in travel and in buying,” said the 28-year-old.
“If I need something just before a trip, I prefer Blinkit. It’s fast, and even returns are quick.”More recently, Gurugram-based banking professional Vishal Tulsiyan bought a ₹11,000 Lifelong air purifier on ecommerce site Amazon. “I was particular about getting an air purifier with more than 300 sq.
ft range. I looked at the reviews and ratings on Amazon to zero in on Lifelong,” said Tulsiyan, adding that other brands priced over ₹20,000 did not offer the coverage that he was looking for. He ended up buying one more Lifelong air purifier a week later.Taken together, these purchases—a store walk-in, a quick commerce impulse buy, and a considered marketplace purchase—offer a snapshot of a shift that is still underway for Lifelong.From the outside, Gurugram-based Lifelong’s decade-old story looks familiar.
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