• PharmEasy founders launch 'All Home' to modernize India’s $60B interior design market.
• Startup valued at $120M, backed by Bessemer Venture Partners and top investors.
• Partners with profitable brands in furniture, lighting, kitchen fittings, and more.

PharmEasy co-founders Dharmil Sheth, Dhaval Shah, and Hardik Dedhia have launched their latest entrepreneurial foray All Home, a brand-building and enablement platform poised to revolutionize India's highly fragmented architectural and interior design space.

Looking to target a market worth more than $60 billion, All Home is an investment and innovation platform that is partner-oriented. The startup will collaborate with profitable, omnichannel brands in categories such as furniture, sanitaryware, kitchen fittings, furnishings, lighting, and hardware and inject order, efficiency, and scalability into a typically disorganized industry.

"Customers want to invest in well-conceived homes and workplaces, but there are no organized, quality-oriented entry points in the market. That is what All Home is intended to serve," said Dhaval Shah.

The three formally stepped down from their executive positions at PharmEasy earlier this year in January. All Home has split up tasks according to their respective strengths: Sheth handles operations, Shah handles finance, branding, and compliance, and Dedhia is in charge of technology. Even with the transition, all three are still board members or observers of API Holdings, the parent company of PharmEasy.

All Home's launch aligns with PharmEasy's renewed IPO plans following a disappointing FY24, and the downfall in revenues and valuations.

Working undercover for the past half year, All Home has already reached operational profitability and has partnered with three brands Colour Coats, House of W, and Fiamarc with another three partnerships due soon.

While the size of the funding round is not publicly disclosed, the company raised a combination of equity and debt, valuing itself at around $120 million, as per reports. The round was led by Bessemer Venture Partners, an early investor in PharmEasy, with the support of other notable figures such as Siddharth Shah (PharmEasy CEO), Niket Shah (CIO Motilal Oswal AMC), Shalibhadra Shah (CFO Motilal Oswal Financial Services), Kabir Narang (B Capital), and Ankur Gulati (Warburg Pincus).

Apart from capital, All Home seeks to equip partner brands with a tech-enabled digital operating system, data-driven market and design insights, and procurement and manufacturing optimisation solutions. The founders point out endemic inefficiencies that afflict the industry    including slow turnaround times, disparate vendor ecosystems, and poor after-sales services    and set about fixing them.

Anant Vidur Puri, Bessemer Venture Partners' Partner, said: "India's interior design and home infrastructure industry stands at a tipping point. Even with growing aspirations and disposable incomes, the market remains under-penetrated. All Home is poised to inject transparency, quality, and efficiency into this space."