Mensa Brands announces partnership with digital-first home storage solutions brand, Pretty Krafts

New Delhi: Mensa Brands, India’s leading digital-first tech-led House of Brands, announces its partnership with emerging home storage solutions brand, Pretty Krafts. One of the early movers of the digital-first wave, Pretty Krafts is known for its contemporary aesthetic designs coupled with high functionality. Pretty Krafts’ product line-up comprise of closet organizers, laundry bags, shirt stackers, hanging storage units and a host of other home storage products that are popular on Amazon and Flipkart.


Mensa’s association with Pretty Krafts comes at a vital phase in the home storage brand’s odyssey, preparing it for a stage of accelerated growth and expansion within both existing and new markets. Being India’s first tech-led House of Brands and managed by an expert team with a track-record of scaling digital brands, Mensa is set to propel the brand to greater heights by strengthening its bond with customers.


Founded in 2003 by Kamal and Pratibha Siyal, Pretty Krafts was bootstrapped by the couple in their backyard by employing local women. Since 2010, Pretty Krafts has expanded across emerging markets and channels with the help of their son, Prateek Siyal. Having served more than 30 lakh customers across India with over 5,000 SKUs, the brand excels at in-house innovative product development.


Speaking on the association with Mensa Brands, Prateek Siyal, co-founder, Pretty Krafts, said, “We started Pretty Krafts with an aspiration to make people’s life convenient, decluttered, and organized by providing affordable and innovative products. We are thrilled to embark on a journey with Mensa that will undoubtedly make Pretty Krafts the world’s foremost home storage and organization brand in the next 5 years. Mensa’s tech-based, data-driven expansion prowess in the digital space and our experience in the space, is a winning global combination”.


Speaking on the partnership, Ananth Narayanan, Founder and CEO of Mensa Brands said, “On behalf of the team at Mensa, I’d like to welcome the Pretty Krafts’ team on board. The home storage solutions category continues to register strong growth, both in India as well as globally, giving an impetus to Pretty Krafts to scale, with the right mix of product, marketing, logistics and inventory management. This is where Mensa comes to the fore with a vision to scale the digital-first brand exponentially.”


Mensa partners with digital-first brands operating in different categories, including fashion and apparel, home and garden and beauty and personal care. The enterprise is known to be fair, fast and founder-friendly and closes end-to-end partnerships within 4-6 weeks. Mensa believes that e-commerce in India is at an inflection point of non-linear growth offering the best opportunity to scale global brands from India by leveraging their tech-led growth playbook.


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