Brands
Vega aims to refresh cosmetic industry with SERY
NEW DELHI: Personal care appliances brand Vega has forayed into the cosmetic brand with the name SERY. The company launched its product through e-commerce channels including its own website. SERY has entered the market with an easy-to-use, stick format make-up range.
The brand has roped Bollywood actress Amyra Dastur as the brand ambassador. As part of the association, Dastur will be featured in the latest launch campaign video.
The company has expanded its footprints at a time when the cosmetic industry has been facing a steep decline due to the pandemic. Not only India but across the APAC region, many cosmetic brands have witnessed net sales decreased in the past few months.
SERY MD Sandeep Jain shared, “The Covid2019 pandemic has had a negative impact on the industry. But many indigenous brands have started creating stronger e-commerce presence since offline has taken a hit. Individuals, particularly millennials, continue to purchase items via e-commerce platforms besides buying products directly from their favourite brands’ websites. So, having a strong presence in leading e-commerce platforms will be of help. However, retail will continue to be a point of focus for us in the near future.”
VEGA has been a known brand in the personal care market. The company started its operation in 2006 as a makeup brush brand but transformed itself into a one-stop-shop brand for beauty care accessories and personal care appliances by 2013.
“Ever since we launched Vega in the Beauty Accessories and Personal Care Appliances category, our aim was to diversify into other segments. Although our initial plan was to bring everything together under one roof, we realised that launching a fresh brand would help in transforming the market without losing the intrinsic values of the respective brands,” he said.
The idea behind launching a new brand, in an already cluttered market, was to bring the consumers something different and unique as a concept. “Being unique in terms of the pricing model and the product itself is of huge importance to brands today. The advent of the digital age has exposed the younger generation to a whole new world of products that are better, cheaper and more easily accessible,” he added.
The brand mentioned that it’s not possible to have a retail presence right now, but a large population continues to shop from their favorite retail store instead of e-commerce.
Jain also added that the pricing is competitive and comparable to big brands. Instead of the regular OOH billboard style of campaigns, the brand will look at digital for now.
Brands
Home Essentials raises Rs 70 Cr in pre-series B round
360 One Asset leads funding as D2C brand scales stores and supply chain
GURGAON: Home Essentials, a fast-rising direct-to-consumer brand in India’s home and kitchen space, has secured Rs 70 crore in a pre-series B funding round led by 360 One Asset, with participation from existing backer India Quotient.
The fresh capital is set to fuel the company’s next phase of growth, with a clear focus on offline expansion, supply chain muscle, and sharper product innovation. Over the next three years, the brand plans to scale revenue to Rs 500 crore and reach five million Indian households.
Founded in 2024 by brothers Tanishq Jain and Divyam Jain in Gwalior, Home Essentials has moved swiftly from small-town start-up to national contender. Built on a simple but compelling idea that Indian homes deserve products that are practical, pleasing to the eye, and fairly priced, the company has carved out a niche between high-end luxury labels and no-name utility goods.
From airtight storage solutions to ergonomic loose furniture, its design-first approach has struck a chord with a young, aspirational consumer base. In under two years, the brand has served more than a million customers while maintaining strong unit economics and a clear path to profitability.
Offline retail now forms a key part of the growth blueprint. The company plans to operate 20 stores across India by the end of the year, strengthening its omnichannel presence and bringing its tactile, experiential format to both Tier 1 and Tier 2 cities.
360 One Asset senior fund manager Sumit Jain said, the brand is reshaping a highly fragmented category with products that combine aesthetics and function. He noted that the founders have demonstrated disciplined execution and capital efficiency while building a business that resonates with modern Indian households.
India Quotient partner Madhukar Sinha, added that the firm backed Home Essentials early after identifying a clear gap in the market for thoughtfully designed yet affordable home utilities. He said the new funding would help the company expand its catalogue and broaden its national reach.
For Home Essentials co-founder and CEO Tanishq Jain, the mission is straightforward but ambitious. He said the company aims to become the go-to destination for well-designed home and kitchen essentials, with experiential stores reinforcing what began as a strong online play.
Co-founder and chief marketing officer Divyam Jain, emphasised that winning in India’s D2C space requires more than sharp branding. A deep understanding of consumer aspiration, tight supply chain control, and operational efficiency are just as vital, he said, describing 360 ONE Asset and India Quotient as partners in building a high-performance organisation.
In a category long defined by cluttered shelves and uneven quality, Home Essentials is betting that good design, fair pricing, and disciplined execution can turn everyday living into a more polished affair.
