Thracio, the US-based company that pioneered the model of acquiring private brands heroine and raising them, entering India and is close to making its first takeover of a local brand.

World’s largest third-party acquirer Private Label Business on Amazon in talks with consumer durables brand lifetime online For a takeover, people informed of the matter.

Lifelong Online will also be the medium through which Tharsio will build its India business, sources informed.

thrasio Expect to pay $30-$50 million for the acquisition.

Tanglin Ventures, backed by Udaan co-founder Sujit Kumar and Flipkart Group CEO Kalyan Krishnamurthy, is expected to exit. Tanglin holds over 20% stake in the startup.

Post the acquisition, Thresio plans to invest up to $500 million in India as it has recognized the country as one of the largest available consumer markets.

“He (Thrasio) will run India operations through the Lifelong India team. The final modalities for the acquisition are being finalized and should be closed in a month or two.

Lifelong online sells consumer durables across segments such as kitchen, grooming, home appliances, fitness, lifestyle and accessories.

According to sources, its monthly peak sales have been in the range of Rs 40-50 crore and it is known for its kitchen and home appliances.

Bharat Kalia, cofounder and CEO of Lifelong Online, declined to comment. Thresio did not respond to emails as of press time Sunday.

Thracio’s India stake comes at a time when several startups emulating its model have raised hundreds of millions in funding in the past few months amid growth for direct-to-consumer brands aided by massive growth in e-commerce .

Major Indian startups in the space are Goat Brand Labs, backed by Flipkart’s venture arm, and Tiger Global; Mensa Brands, founded by Ananth Narayanan, former CEO of Myntra, backed 10Club and SoftBank
globalbees.

Mensa Brands and GlobalBiz
raised $50 million And
$150 million, respectively, through a mix of equity and debt, while
10Club has spawned one of the biggest seed tours ever, $40 million. Goat is in Brand Labs
raised $36 million.

recently,
10Club makes its second acquisition with sports gear maker Scudgear After acquiring NewBorn, a brand that sells baby products on Amazon.

GlobalBees has acquired home care product brand The Better Home.

Industry sources aware of the development said these startups, which have raised significant risk capital, are also in various stages of making other acquisitions and Thresio’s entry will further stir the space.

Investment banking firm Avendus Capital said in a report that the D2C brand space will be a $100 billion market opportunity by 2025.