Lifelong Labs is a consumer durables focused company founded by Atul Raheja, Bharat Kalia and Varun Grover. The company focuses on selling consumer durables across four main categories namely home improvement, kitchen & dining, fitness and health care devices. The company is focused on developing functional products that are priced 10-30% below traditional brands and are highly accessible (with 70% of sales coming in Tier 2 and Tier 3 Indian cities). The team is headquartered in New Delhi, India. 

Lifelong's mission is to continue to provide strong product innovation and highly efficient distribution to be able to provide products in every Indian household. Currently, the Lifelong brand is responsible for 21 category best sellers on both Amazon and Flipkart such as foot massagers, kitchen mixers, foldable treadmills and cycles.