Editorial Team

Underlining its commitment to scaling promising e-commerce players, UpScalio, a leading roll-up e-commerce company that invests in and grows online-first brands, has invested in four auto accessories brands.

Autofurnish, Destorm, Urban Lifestylers, and MotoTrance are leading manufacturers of Car Foot Mats, Car Body Covers and Bike Body Covers with prominence across Amazon and Flipkart. They were established by a strong founding team comprising Puneet Arora (18+ years at Birlasoft, Polaris and Solidcore Systems), Ruppal Wadhwa (15+ years in auto accessories manufacturing and trading), and Chakit Khattar (10+ years in Naaptol, Intex and LetsBuy).

UpScalio aims to boost the brands’ presence in Auto Covers, Mats, Car Organizers, Electricals, etc. Leveraging their D2C brand websites, UpScalio will bolster customer experience and connect, encouraging customers to purchase multiple accessories in a single transaction.

To enable this growth plan, UpScalio is geared up to open up opportunities with new marketplaces, vertical channels, and partnerships with auto enthusiast communities. An expansion to global markets is also on the cards. On the back of its efforts, it looks to scale the brands to an ARR of INR 100 crore.

Speaking on the investment, Gautam Kshatriya, Co-Founder and CEO, said, “The category has a committed customer base, and has incredible growth potential. All four brands have successfully used variety and customisation to grow. Scaling them will require a dynamic mix of product expansion, customer engagement, and key partnerships to solidify their leadership position. The founders have built much-loved brands and we’re thrilled to partner with them to grow them exponentially.”

Puneet Arora, Co-Founder and CEO, said, “We cater to customers who are passionate about their vehicles and we needed to partner with someone who understands the human side of this business. UpScalio’s obsession with customer experience impressed us in that regard. Moreover, their strategy for our growth and expansion is quite skillful, and we firmly believe that they have the operational expertise to deliver on our shared goals.

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