Basil
Basil is a Bengaluru-based D2C kids' essentials brand selling stainless steel lunchboxes, insulated bottles, food jars, and school bags to urban millennial parents of children aged 4-12 in India via its own e-commerce site and Amazon.
- Company typePrivate
- Founded2024
- HeadquartersBengaluru, India
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Basil does
Basil, operated by DzignX Products Private Limited, is a design-led direct-to-consumer kids' essentials brand headquartered in Bengaluru, India. Founded in 2024 by former Amazon and Uber India executives Harini Rajagopalan and Mahesh Muraleedharan, the company targets urban millennial parents of children aged 4-12 with a coordinated portfolio of 304 stainless steel bento lunchboxes (six Bento line variants from 2 to 5 compartments), vacuum-insulated water bottles (HydraPop, HydraFizz, HydraRush ranges from 380ml to 800ml), insulated food jars (ThermoTOT), and an ergonomic 20-liter school backpack (The Wander Bag). The underlying technology stack centers on food-grade stainless steel construction, leak-proof food-grade silicone sealing, double-wall vacuum insulation (24-hour cold, 18-hour hot for bottles), and patented ergonomic design; the brand carries FDA approval, CPC certification, ISO 9001:2015 manufacturing compliance, and Child Safety certifications.
The business model is primarily B2C with selective B2B bulk programs. Products are sold at MRP with 35-54% promotional discounts through the company's own e-commerce site (yourbasil.com) and Amazon India, with personalization (₹149 add-on), zero-cost EMI, and themed combo bundles driving basket size. Corporate gifting (50-unit MOQ with laser engraving) and birthday gifting (10-unit MOQ) extend the channel mix. Revenue is one-time per unit (no subscription or licensing model). As of February 2026, the company reports ₹36 crore (~$4.3M) ARR with a stated ₹100 crore FY27 target, 5x revenue growth in under two years, a customer base of 200,000+ families, and distribution reach across 20,000+ Indian pincodes.
Basil has raised approximately $2.86M total across a ₹3.6 crore seed round in February 2024 (co-led by IIMA Ventures and Appreciate Capital) and a $2 million pre-Series A in February 2026 (led by Prime Venture Partners, with Appreciate Capital and IIMA Ventures participating). The company operates with a small team (1-10 employees per firmographics), differentiates through original character universes (Pixie Dash, Super Swoosh, Hocus Docus) and themed collections, and runs digital-first marketing across Instagram, YouTube, SEO, email, and influencer/celebrity endorsements.
Basil firmographics
Firmographics- Name
- Basil
- Legal name
- DzignX Products Private Limited
- Website
- https://Yourbasil.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Basil is a Bengaluru-based D2C kids' essentials brand selling stainless steel lunchboxes, insulated bottles, food jars, and school bags to urban millennial parents of children aged 4-12 in India via its own e-commerce site and Amazon.
- Ownership category
- akta.pro rank
Where Basil is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Basil business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Others
Revenue model
- Direct Product Sales (D2C): Direct-to-consumer sales of kids' essentials including stainless steel lunch boxes, water bottles, school bags, and insulated food containers through owned e-commerce website and Amazon marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Product Pricing (Lunch Boxes) |
| Unit Pricing | Pay-as-you-go | Water Bottles |
| Unit Pricing | Pay-as-you-go | School Bags |
| Unit Pricing | Pay-as-you-go | Birthday Gifting Bulk Orders |
| Unit Pricing | Multi-year contract | Corporate Gifting Bulk Orders |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Basil product offering
Product offeringCore offering
Basil designs and sells a coordinated ecosystem of premium kids' essentials — stainless steel bento lunch boxes, insulated water bottles, vacuum-insulated food jars, and ergonomic school backpacks — targeted at school-going children aged 4-12 and their urban millennial parents in India. Products are sold primarily through the company's own D2C e-commerce site (yourbasil.com) and Amazon India, with personalization, bulk gifting, and corporate gifting programs.
Product overview
Basil is a design-led direct-to-consumer kids' essentials brand offering a coordinated ecosystem of stainless steel lunch boxes, insulated water bottles, insulated food jars, and school backpacks targeting children ages 4-12 and their urban millennial parents in India. The product portfolio centers on the Bento lunch box line spanning six variants (Bento Original, Bento Neo, Bento Lite, Bento Quad, Bento Quad Plus, and Bento Ace) providing 2-5 compartment configurations in stainless steel or BPA-free plastic. The portfolio extends to three insulated bottle lines (HydraPop, HydraFizz, HydraRush) offering 380-800ml vacuum-insulated stainless steel options, the ThermoTOT insulated food jar for warm meals, and The Wander Bag 20-liter ergonomic school backpack. Products are sold individually or as themed combo bundles (Unicorn, Astro, Japan, Sakura) and are available through corporate and birthday gifting programs with personalization options. The brand differentiates through original character universes (Pixie Dash, Super Swoosh, Hocus Docus, Rally Wally), Japanese-inspired collections (Mitti, Japan Edition), and seasonal themes (Mushroom Edit, Mystic Trails, Gamer Drop).
Differentiator
Problem solved
Functional benefit
Products and services
- Bento Neo 3-compartment stainless steel lunchbox with invisible-hinge smooth glide open-close mechanism, made from 100% 304 stainless steel with food-safe silicone seal; CPC certified and FDA approved; designed for kids' daily school meals.
- Bento Quad 4-compartment stainless steel lunchbox with BPA-free plastic lid, four separate sections for balanced meal portioning, and removable silicone seals for easy cleaning.
- Bento Quad Plus Premium 3+1 compartment stainless steel lunchbox with detachable mini snack box, Japanese-inspired designs, and 1250ml total capacity; part of the Japan Edition collection.
- Bento Ace
Quantifiable outcome
- Reached ₹36 crore ARR with 5x growth in under 2 years
- +2 more outcomes
Companies that use Basil
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Basil technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Basil partnerships and signals
Strategic signalScale indicators10 records
Recent moves8 records
Expansion highlights6 records
Basil competitors and assessment
Company assessmentDirect peers
- Signoraware: Indian D2C and offline houseware brand with stainless steel lunch boxes and bottles. Closely comparable to Basil on product mix, channel strategy, and target consumer in metros.
- Cello World: India's largest houseware brand with extensive kids' lunch boxes, water bottles, and food containers. Cello competes head-to-head with Basil across multiple SKUs and benefits from deeper distribution and brand recognition built over decades.
- Milton (Hamilton Housewares): Market-leading thermos and water bottle brand in India with a dedicated kids' line. Directly competes with Basil's HydraPop, HydraFizz, and HydraRush insulated bottle range and is the entrenched incumbent in Indian schools.
- Borosil: Premium Indian kitchenware brand with kids' bento boxes, bottles, and lunchware. Borosil competes with Basil in the premium, food-safe segment via similar stainless steel and glass SKUs targeting safety-conscious parents.
- Chumbak: India's leading design-led D2C lifestyle brand extending into kids' accessories, stationery, and bags. Competes with Basil on the design-led positioning, character universe, and millennial parent targeting.
- Wildcraft: Indian brand offering kids' backpacks, water bottles, and outdoor products with strong school-channel presence. Directly comparable on product overlap (bags and bottles) and the active-lifestyle premium positioning.
Broad incumbents
- Pigeon India: Large baby and kids care brand with established feeding, weaning, and toddler products. Adjacent competitor for the 0-12 kids' tableware category with broader distribution but less design focus for the 4-12 segment.
- Skybags (VIP Industries): Major Indian backpack and luggage brand with a dedicated kids' backpack line. Directly competes with Basil's Wander Bag for school-bag share of wallet among Indian parents.
- American Tourister India: Global luggage brand with a kids' backpack sub-line in India backed by Samsonite. Competes with Basil on durable, ergonomic school bags for the 6-12 age group with strong brand recognition.
- Tupperware India: Global storage and food container brand with multi-compartment kids' bento offerings. Competes with Basil on compartmentalised lunch boxes via an established direct-selling network and trusted food-safe positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Basil social profiles
Digital presenceBasil compliance and trust
Trust signalCompliance5 records
Basil financial estimates
Financial estimateRevenue estimate
Valuation estimate
Basil leadership team
Management profileNumber of profiles
Profiles2 records
Basil funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Basil M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Basil
What does Basil do?
Basil designs and sells a coordinated ecosystem of premium kids' essentials — stainless steel bento lunch boxes, insulated water bottles, vacuum-insulated food jars, and ergonomic school backpacks — targeted at school-going children aged 4-12 and their urban millennial parents in India. Products are sold primarily through the company's own D2C e-commerce site (yourbasil.com) and Amazon India, with personalization, bulk gifting, and corporate gifting programs.
Is Basil a public or private company?
Basil is a private company. It is classified as venture growth investor backed and is currently operating.
When was Basil founded?
Basil was founded in 2024. It employs 1 to 10 people.
Where is Basil based?
Basil is headquartered in Bengaluru, India, in the Asia region.
How does Basil make money?
One revenue line is on record: direct Product Sales (D2C).
Who are Basil's main competitors?
Direct peers on record are Signoraware, Cello World, Milton (Hamilton Housewares), Borosil, Chumbak and Wildcraft. Broad incumbents are Pigeon India, Skybags (VIP Industries), American Tourister India and Tupperware India.
Does Basil have an API?
No public API is recorded for Basil.