Thrasio-style e-commerce roll-up startup Evenflow has acquired four consumer brands in India to expand their reach, portfolio and demand.
The acquisition includes two sports and fitness brands Vifitkit and Yogarise, Frenchware, a kitchen label and Cingaro, a gardening brand.
As part of the deal, the founders of Frenchware and Cinagro will also join Evenflow as consultants. At present, all four brands are on Amazon only but the company is in the process of onboarding them on other marketplaces including Flipkart, Meesho and Jiomart.
Founded by former Uber executive Utsav Agarwal, Evenflow aggregates third-party sellers on e-commerce platforms like Flipkart and Amazon. It acquires online marketplace sellers in a range of $200k-$1.5 million per brand.
Vifitkit, a three-year-old brand, has over 8,000 ratings on Amazon’s Yoga Mat vertical while Cinagro, started in 2017, based out of Hyderabad, is one of the bestsellers on Amazon and highest rated brands in the gardening category.
In 2021, Evenflow had acquired three brands including Xtrim, BabyPro and Rusabl.
Evenflow competes with the likes of e-commerce roll-up companies such as Mensa Brands, Upscalio, GlobalBees, 10club and GOAT Brand Labs. As per Fintrackr’s research, these companies had acquired around 46 brands in quick succession during 2021.
