E-commerce aggregator Evenflow’s arm eyes 10x sales growth in 18 months

E-commerce aggregator Evenflow said its subsidiary Rusabl – a sustainable brand in personal, home and kitchen care – will enter newer categories, including cookware, tableware, and drinkware, to grow its sales 10 times in the next 18 months.

Evenflow acquired Rusabl in 2021 , its second acquisition last year, for an undisclosed amount.

Evenflow said it is targeting the $12-billion Indian market of home and kitchen consumable products. The kitchen ecommerce segment alone is a Rs 10,000-crore market, and Rusabl saw five times the growth in revenue since the acquisition.

“When we acquired the brand, the majority of its revenue was driven by a few SKUs. Post integration, we figured out white spaces and have successfully launched new adjacent products such as bamboo chopping boards and bamboo towels. Rusabl now is a more diversified business catering to the growing demand for eco-friendly consumer products.” said Utsav Agarwal, co-founder and chief executive officer, Evenflow.

Founded by former Uber executive Agarwal in 2021, Evenflow aggregates third-party sellers on e-commerce platforms such as Flipkart and Amazon . It acquires online marketplace sellers with revenue in the range of $200k-$2 million per brand and helps them scale up.

So far, most kitchen segments are either unbranded or have high price tags at an unorganised level.

“We find seller labels and scale them into big brands and are currently building those capabilities across the value chain – supply chain, marketing, sourcing, etc. The idea is to ensure the Indian consumers get more branded, reliable options in spaces where there aren’t any, so the sellers and their products can maximize their potential.” Agarwal added.


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