NONA Lifestyle

What NONA Lifestyle does

NONA Lifestyle Private Limited is a B2B managed marketplace and Procurement-as-a-Service platform founded in 2016 and headquartered in Gurugram, India. The company aggregates demand for bulk uniforms, workwear, home textiles, private-label apparel, and accessories from enterprise and mid-market clients, and delivers them through a curated network of 50+ vetted partner factories with Pan-India and international supply across India, UAE, and USA. Its product portfolio spans four core categories — Uniforms (hospitality & facilities, industrial & safety, delivery rider gears, corporate), Home Textiles (bedding, bath, furnishings), Private Labels (end-to-end white-label manufacturing), and Accessories (safety gear and operational essentials) — serving named customers including Zomato, Deliveroo, Delivery Hero, Tim Hortons, Dominos, Oyo, Noon, Airtel, PhonePe, Welspun, Petronash, EFS, and Zolo.

Underlying the marketplace is a proprietary Smart Dashboard providing real-time order tracking, supply chain visibility, purchase-order management, and an AI-powered procurement chatbot ("AI NONA"). The end-to-end workflow — design submission, 24-hour quotation turnaround, purchase-order creation, and delivery tracking — is operated as a managed service with dedicated account managers assigned per company client, and is backed by ISO 9001:2015, ISO 14001:2015, and ISO 45001:2018 certifications.

Revenue is generated primarily through quote-based B2B product sales (uniforms, workwear, home textiles, accessories), private-label manufacturing fees, and customization services (custom branding, size management). The go-to-market is sales-led and enterprise-oriented, with distribution through the company website's RFQ system and regional sales teams in Gurugram, Dubai, and Wilmington. In January 2023 the company publicly targeted Rs 1,000 crore in revenue on the back of sixfold prior-year growth and expansion of export operations, following a $14 million fundraise from LC Nueva Investment Partners in October 2022.

Name

NONA Lifestyle

Legal name

NONA Lifestyle Private Limited

Website

https://nonalifestyle.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

NONA Lifestyle is a B2B Procurement-as-a-Service marketplace providing bulk uniforms, workwear, home textiles, private-label manufacturing, and accessories to enterprise clients across India, UAE, and USA.

Ownership category

akta.pro rank

Product category

Commercial Textile Procurement

NAICS

Clothing and Clothing Accessories Merchant Wholesalers (42435), Apparel, Piece Goods, and Notions Merchant Wholesalers (4243)

SIC

Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Wholesale/B2B Generalist Marketplaces (CRAFAAAF)

Keywords

• B2B uniform supply
• Corporate workwear procurement
• Managed textile marketplace
• Private label manufacturing
• Hospitality textile supply

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. B2B Uniform and Workwear Supply: Revenue generated from supplying bulk uniforms, corporate workwear, and industrial safety gear to enterprise clients. The company manages the entire procurement process from design to delivery, charging for the products and associated services.
2. Private Label Manufacturing: End-to-end product development and manufacturing under client brands - from sourcing and sampling to large scale production and packaging. Revenue comes from manufacturing fees and product costs.
3. Home Textiles and Accessories: Supply of hospitality textiles, facility textiles, bedding, bath products, and accessories to B2B clients including hotels and healthcare facilities.
4. Customization Services: Revenue from custom branding, size management, and design customization services for uniforms and textiles.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

NONA Lifestyle operates a B2B managed marketplace and Procurement-as-a-Service platform that sources, designs, manufactures, and supplies uniforms, workwear, home textiles, private label apparel, and accessories for enterprise clients. The company manages the full procurement lifecycle from product design and sampling through quoting, purchase order processing, manufacturing via 50+ partner factories, quality assurance, and delivery across India, UAE, and USA. It serves 100+ brands across last-mile delivery, hospitality, FMCG, healthcare, and private label segments.

Product overview

NONA Lifestyle is a B2B managed marketplace and Procurement-as-a-Service (PaaS) platform offering a curated selection of high-quality uniforms/workwear, home textiles, private labeling services, and accessories. The platform operates as a unified system that manages the entire procurement lifecycle from design to repeat supply. The product portfolio consists of four core offerings: Uniforms (covering Hospitality & Facilities, Industrial & Safety, Delivery Rider Gears, and Corporate Uniform categories), Home Textiles (including Bedding, Cushions & Pillows, Bath, and Furnishing categories), Private Labels (end-to-end manufacturing under customer brand for men and women), and Accessories (safety gear and operational essentials). The platform provides features including real-time tracking, supply chain visibility, quality assurance, and 24/7 after-sales support across Pan-India and international markets (India, UAE, USA).

Differentiator

Problem solved

Functional benefit

Products and services

• Uniforms Bulk manufactured workwear and corporate uniforms tailored to company standards, including Hospitality & Facilities, Industrial & Safety, Delivery Rider Gears, and Corporate Uniform subcategories, supplied to enterprise clients.
• Home Textiles Hospitality and facility textile solutions including bedding, linens, towels, and soft furnishings designed for durability, high usage cycles and brand consistency, supplied to hotels, co-living spaces, and healthcare facilities.
• Private Labels End-to-end product development and manufacturing under customer brand — from sourcing and sampling to large scale production and packaging, covering menswear, womenswear, and accessories for retail brands.
• Accessories Industrial safety gear, employee accessories, and operational essentials sourced and supplied in bulk with quality assurance, including bags, caps, belts, shoes, socks, gloves, bottles, helmets, and wallets.
• Hospitality & Facilities Uniforms Uniforms for hotel employees including shirts, coats, caps, trousers, women's outfits, aprons, and specialized wear for Healthcare, Spa & Salon, House Keeping, Security, and Restaurants.
• Industrial & Safety Uniforms Functional and protective uniforms for industrial workers including flame-retardant overalls, high-visibility wear, safety jackets, shirts, trousers, coveralls, safety vests, safety shoes, and fire safety aprons.
• Delivery Rider Gears Premium riding gear for delivery riders including cooling vests, rider trousers, t-shirts, jackets, hoodies, gloves, safety guards, helmets, rain suits, rider caps, and delivery bags.
• Corporate Uniform Formal workwear for corporate sector including corporate shirts, trousers, t-shirts, business suits, and corporate shoes designed to build brand image and project professionalism.
• Bedding Bed linens including bedsheets, bed covers, mattress protectors, blankets, quilts and dohars featuring thematic collections capturing urban contemporary art, folklore, festive designs, and nature-inspired patterns.
• Bath Textiles Bath linens including cushy bathrobes, comfy bath towels, soft hand towels, snuggly pool towels, and highly absorbent bath mats in various colors and patterns.
• Furnishing & More Home furnishings including carpets, rugs, curtains, door mats, and floor mats in various colors, textures and designs to add aesthetic appeal to interiors.

Quantifiable outcome

• Quotes delivered within 24 hours of request
• +3 more outcomes

Named customers16 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• BluedartminorOthersDomestic shipping carrier partner for delivery within India. Shipping typically takes around 1 week for domestic orders.
• DelhiveryminorOthersDomestic shipping carrier partner for Indian market deliveries.
• DTDCminorOthersDomestic shipping carrier partner for India operations.
• FedExminorOthersInternational shipping carrier partner used for both domestic and international deliveries.
• DHLminorOthersInternational shipping carrier partner for global deliveries including India, UAE, and USA operations.
• AramexminorOthersInternational shipping carrier partner for Middle East and global shipments.
• 50+ Partner FactoriescoreStrategic or Co-development PartnerNetwork of manufacturing partners with extensive industry experience in international supply chains. Factories are vetted for quality standards and ethical practices to ensure certified and sustainable sourcing for garment needs.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cintas: Largest North American uniform rental and facility services provider. Direct competitor for enterprise uniform programs where NONA is winning multinational food service, hospitality, and delivery customers.
• IndiaMART: Largest Indian B2B horizontal marketplace with deep apparel/textile supplier listings. Overlaps with NONA as a discovery and RFQ channel for B2B textile buyers, though broader in scope.
• UniFirst: US-headquartered uniform rental and workwear services company. Competes with NONA for large enterprise uniform contracts and represents the established services-led model that NONA's managed marketplace attempts to disrupt digitally.
• Alibaba: Global B2B generalist marketplace with deep apparel and workwear categories. Overlaps with NONA for cross-border workwear procurement and is the dominant international alternative for enterprise sourcing.

Emerging players

• BrandsGateway: B2B apparel and luxury wholesale marketplace connecting suppliers with retailers. Comparable to NONA's private-label and wholesale distribution model for branded apparel, though focused on fashion retail rather than uniform/workwear.
• Tradeshift: Global B2B procurement and supply chain platform. Adjacent peer to NONA's procurement-as-a-service positioning, with overlap in digitizing enterprise procurement workflows rather than physical apparel supply.

Direct peers

• Udaan: India's largest B2B marketplace spanning multiple categories including apparel and textiles. Competes with NONA for enterprise procurement wallet share and operates a similar multi-vendor marketplace model with dedicated account management.
• Anar: India-focused B2B commerce platform for fashion and apparel that connects retailers and brands with manufacturers and suppliers. Comparable to NONA in its use of digital tooling to streamline Indian B2B apparel sourcing.
• Fashinza: India/US-based B2B fashion manufacturing marketplace that connects brands with vetted apparel manufacturers. Closest direct peer to NONA in the managed-fashion-procurement category with similar end-to-end production workflow.

Regional players

• Textile Infomedia: India-based B2B textile sourcing platform and directory. Most directly comparable India-focused textile marketplace to NONA in terms of product category and geography, though with a less managed-services orientation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nona-lifestyle

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NONA Lifestyle