Can Homestrap Become The IKEA Of Smart Storage Solutions In India?

When Priyanka and Akash Mehta welcomed their first child, they found themselves facing a new challenge — keeping their home organised while managing the ever-changing needs of a growing family. Like many Indian households, they struggled with space constraints, overflowing cupboards, and the constant need for functional storage. This led them to realise a broader market gap in India’s home organisation space, inspiring them to create Homestrap in 2016.

What started as a simple idea to make storage more efficient soon turned into a full-fledged brand dedicated to offering aesthetically pleasing, smart storage solutions tailored for Indian homes. Today, Homestrap has empowered over four million customers, providing practical and stylish organisation solutions that seamlessly blend function with design.

Innovating Storage For The Indian Household

India’s home organisation market remains largely unstructured, with traditional storage options often lacking durability, efficiency, and visual appeal. Homestrap addresses this by designing products that cater specifically to the needs of Indian consumers, considering factors like humid weather, dusty environments, and fabric diversity.

The brand’s extensive product range includes stackers for clothes, saree covers, moisture absorbers, functional organisers, and foldable storage boxes. Among its bestsellers, the patented Clothes Stacker helps optimise wardrobe space, while the Saree Cover ensures delicate fabrics stay protected from dust and moisture. 

The Moisture Absorber has become a staple in Indian homes, tackling dampness and preserving stored items, and the Foldable Storage Box provides a sturdy yet space-saving solution for everyday storage needs. Homestrap’s premium Gulmohar Collection brings a touch of elegance to organisation, offering stylish yet functional organisers perfect for wedding trousseaus and daily essentials.

Scaling Up Through Omnichannel Expansion

From an online-first model, Homestrap has successfully expanded into an omnichannel retail strategy, ensuring its products are easily accessible across platforms. The brand has built a strong presence on major marketplaces like Amazon and Flipkart, catering to urban and semi-urban customers alike. Quick commerce platforms such as Zepto, Blinkit, and Swiggy Instamart have further accelerated its growth by addressing immediate customer needs through instant delivery.

The brand’s market positioning has been further strengthened by its appearance on Shark Tank India Season 2, where it secured equity and debt funding from Anupam Mittal. 

Homestrap’s revenue for FY24 reached INR 29.73 Cr, marking a 49% increase from the previous fiscal year. With a strong demand for home organisation solutions, the D2C brand expects to reach INR 50 Cr in FY25 and aims to cross INR 80 Cr by 2026. The brand is focused on expanding its retail footprint, growing its quick commerce presence, and introducing new product lines that cater to evolving consumer needs.

[Authored By Anirudh Trivedi]