<\/p>\n
But, without the depth of legacy players, these platforms are starting small, relying on the still-evolving service-attach model to drive stickiness and encourage repeat usage, indirectly strengthening their business economics.<\/p>\n
Home-services platform Urban Company, which made a stellar stock-market debut on 17 September, is seeing measurable traction for its home-solutions brand Native, which contributed about \u20b9<\/span>75 crore, or roughly 11%, to its revenue of \u20b9<\/span>380 crore for the September quarter. The products business has expanded fourfold from \u20b9<\/span>29 crore in 2023-24 to \u20b9<\/span>116 crore in 2024-25.<\/span><\/p>\n The company, which has also started selling its water purifiers and smart electronic door locks on other e-commerce sites, sees this business improving its operating margins and helping it move towards profitability.<\/span><\/p>\n The goal is to \u201cremain connected with the customer both digitally through the app, and physically through our service network” to build long-term relationships, said Abhiraj Singh Bhal, Urban Company’s chief executive, during the second-quarter earnings call.<\/span><\/p>\n <\/p>\n Bhal clarified that water purifiers address a \u201cbig gap in the market”, where subscription-led adoption is proving effective\u2014a model, <\/span>Mint<\/span><\/i> <\/span>reported<\/span><\/a> on 26 June, its rival Livpure is also pursuing. Smart door locks, while still a niche category, have \u201csignificant headroom” and are expected to gain momentum as the market matures, he said.<\/span><\/p>\n While Bhal said the company plans to \u201cincrease the breadth of products in the same categories,” it is also planning to enter new categories, such as the air-conditioning space, according to two people familiar with its plans.<\/span><\/p>\n The company remains loss-making at an adjusted Ebidta level.<\/span><\/p>\n Mint<\/span><\/i> queries sent to <\/span>Urban Company<\/a> on Monday remained unanswered until publication.<\/p>\n MyGate is trying a similar tack. The gated-community security platform, backed by around $83.3 million from Tiger Global and Tencent, launched its smart door locks in October and is already preparing to expand beyond locks into adjacent categories such as security cameras and home-automation devices.<\/span><\/p>\n However, it is “several months away from launching another product”, said Abhishek Kumar, co-founder and CEO.<\/span><\/p>\n Kumar did not disclose revenue contribution or unit sales, saying the product business is still \u201ctoo nascent” to comment on. The buying experience is embedded within the app itself, and the company is now looking to build out a business-to-business channel by partnering with builders and developers to cross-sell locks as part of their housing offerings.<\/span><\/p>\n <\/p>\n HealthifyMe, which initially sold smart scales and continuous glucose monitors (CGM) only as a subscription, has also listed its products on e-commerce channels.<\/span><\/p>\n The wellness and nutrition platform, which has raised around $145 million from investors including Khosla Ventures, LeapFrog Investments and Sistema Asia Capital, has sold about 300,000 smart scales and 50,000 CGMs <\/strong>across its app, where it has 40 million users, and through e-commerce channels since late last year, when it began offering the devices outside subscription bundles.<\/span><\/p>\n \u201cThe biggest thing hardware adds is the ability to track data\u2014passively, continuously, and beyond what an app alone can capture,” said CEO Tushar Vashisht, adding that cheaper hardware and better AI now make richer data streams possible without much user input.<\/span><\/p>\n