Delhivery Founder Sahil Barua has joined the board of Nestasia, a rising direct-to-consumer (D2C) home decor and lifestyle brand. This development comes just days after Barua stepped down from his position as an independent director at Swiggy. His inclusion in Nestasia’s leadership is expected to bolster the brand’s omnichannel growth and operational efficiency, drawing from his deep experience in scaling Delhivery, one of India’s foremost logistics startups.
Founded in 2019 by Anurag and Aditi Murarka Agrawal, Nestasia offers a curated product line across eight major categories including dining, decor, kitchen, bath, and fashion accessories. With over 7,000 SKUs and half a million customers, the startup has grown steadily through online and offline channels. Currently, it operates stores across seven Indian cities and plans to open 30 more by the end of 2025.
In 2023, Nestasia secured $8.5 million in a funding round co-led by Susquehanna Asia Venture Capital and Stellaris Venture Partners. The capital was aimed at expanding the team, opening more stores, and launching new product categories.
Barua’s entry marks a pivotal moment for the startup. He brings expertise in logistics, technology, and execution, which will strengthen Nestasia’s strategic roadmap by optimizing distribution and refining its supply chain. According to co-founder Anurag Agrawal, Barua’s entrepreneurial journey aligns perfectly with the company’s vision to scale operations while delivering unmatched consumer satisfaction.
This move highlights a broader trend in India’s startup ecosystem where seasoned tech entrepreneurs are contributing to the next generation of consumer brands. As the home decor space evolves with increasing demand for aesthetic and sustainable living solutions, Nestasia is strategically positioning itself as a frontrunner. Barua’s appointment signifies confidence in this direction, reinforcing the startup’s ambition to lead India’s D2C revolution.
1. Nestasia: Business Model, Founders, and Services
1.1 Nestasia’s Working Model
Nestasia operates in the direct-to-consumer (D2C) space, selling curated home decor and lifestyle products through its website and retail stores. The brand emphasizes design-driven aesthetics and quality, targeting consumers looking for unique, modern home solutions. Its omnichannel approach combines e-commerce convenience with the touch-and-feel experience of offline stores.
1.2 Revenue Model and Distribution Strategy
The startup earns revenue primarily through direct sales on its platform and from retail outlets across India. Nestasia’s revenue model is further strengthened by high average order values and repeat customer rates. The brand currently has a presence in cities like Kolkata, Bengaluru, Pune, Noida, Dehradun, Chandigarh, and Hyderabad. Expansion plans include 30 additional stores by 2025.
1.3 Founders and Their Vision
Nestasia was founded by the husband-wife duo Anurag and Aditi Murarka Agrawal in 2019. Both come from business backgrounds and brought their passion for aesthetics and functionality into the startup. Their shared vision is to create a design-first brand that combines affordability with premium feel.
1.4 Product Portfolio and Services Offered
With over 7,000 products across eight categories—dining, kitchen, home decor, bath, bags, storage, stationery, and festive—Nestasia has become a household name in the premium home decor segment. It also provides personalized gifting solutions and festive collections that cater to seasonal demand spikes.
2. The Strategic Move: Delhivery Founder Sahil Barua Joins Nestasia Board Team
2.1 Barua’s Entry into Nestasia
Delhivery Founder Sahil Barua recently joined Nestasia’s board just after resigning from Swiggy’s board due to increased professional responsibilities. His decision to associate with Nestasia speaks volumes about the brand’s potential and growth roadmap.
2.2 Why This Move Matters
Barua’s entry marks a significant milestone for Nestasia. As co-founder Anurag Agrawal mentioned, the company is at an inflection point. Barua’s addition is not just symbolic; it reflects strategic intent. His experience in handling complex logistics and scaling operations at Delhivery is invaluable for a brand eyeing omnichannel domination.
2.3 Role and Impact of Sahil Barua
Barua will likely play a key role in refining Nestasia’s supply chain, boosting delivery capabilities, and offering strategic insights into operational excellence. His deep understanding of tech-driven execution and consumer logistics is expected to speed up Nestasia’s next growth phase.
3. Industry Trends and Market Dynamics
3.1 The Rise of D2C in India
India’s D2C landscape is rapidly evolving, especially in categories like home decor. Consumers now seek personalized, sustainable, and design-rich products. Brands like Nestasia are capitalizing on this shift by blending quality with innovation.
3.2 Competitors and Market Positioning
Nestasia competes with brands like Wakefit, Pepperfry, and Trampoline. However, its design-first approach and focus on curated living give it an edge. While Wakefit eyes an IPO and Pepperfry recalibrates its strategy, Nestasia is doubling down on physical retail and experiential shopping.
3.3 Investor Confidence and Funding Trends
The $8.5 million raised in 2023 reflects growing investor confidence in niche D2C brands. Venture capitalists are increasingly betting on differentiated, consumer-centric models that show scalability and strong unit economics.
4. Background Context: From Logistics to Lifestyle
4.1 Barua’s Journey at Delhivery
Delhivery Founder Sahil Barua is known for building one of India’s most successful logistics platforms. Under his leadership, Delhivery expanded pan-India, became a unicorn, and went public. His understanding of logistics intricacies is unmatched in the ecosystem.
4.2 Exit from Swiggy and Entry into Nestasia
Earlier this month, Barua resigned from Swiggy’s board, citing professional obligations. His immediate onboarding at Nestasia indicates a strategic transition to consumer-facing brands that need strong backend muscle.
4.3 Transformation Through Strategic Leadership
Barua’s ability to transform operational frameworks and scale up businesses will likely be Nestasia’s game changer. His entry may also attract more investors and partners looking to back scalable consumer brands.
5. Learning for Startups and Entrepreneurs
5.1 Board Composition Matters
Having industry veterans on board offers startups a massive strategic edge. Their experience can help navigate growth challenges and unlock new opportunities.
5.2 Operational Expertise is Critical
As seen with Nestasia, solving logistical challenges early on creates smoother scaling later. Operational planning must be baked into a startup’s DNA.
5.3 Design-Driven Brands Win
Consumers today value aesthetics, functionality, and sustainability. Startups focusing on these attributes will continue to win consumer trust.
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When it comes to tracking India’s consumer brand revolution and breakthrough boardroom decisions, The Startups News is your go-to destination. We specialize in breaking tech stories, startup founder journeys, and market-moving business funding news. Our coverage on strategic appointments like “Delhivery Founder Sahil Barua” joining Nestasia’s board offers deep insights for entrepreneurs, VCs, and innovation enthusiasts looking to decode India’s evolving startup ecosystem.
