About The CO-Founder
Litmus was started in 2020 by second-generation entrepreneur duo – Rohit Bachhawat & Ankit Bachhawat with a mission that was simple yet profound: making technology accessible and enjoyable for everyone in everyday use.
While the duo got into entrepreneurship 12 years back to take their 35-year existing business to the next level, they wanted to start a lifestyle brand that ensures consumer wellbeing. That’s when they decided to venture into the consumer products that combined relevant design and high-end tech at accessible price points with Litmus.
Rohit is an alumna of SP Jain School of Global Management and has worked in the retail industry across India & UAE, helping technology brands boost their retail presence in these markets.
He founded Source Right – a leading aggregator and distributor of technology products in India, in partnership with his brother Ankit Bachhawat in 2011. The business helped them understand consumer sentiments in the lifestyle technology space in India, and later helped them start an affordable consumer technology brand of their own: Litmus in 2020, during the peak of pandemic.
Ankit is an alumna of Indian Institute of Management, Bangalore & Christ University.
He founded Source Right – a leading aggregator and distributor of technology products in India, in partnership with his brother Rohit Bachhawat in 2011. The business helped them understand consumer sentiments in the lifestyle technology space in India, and later helped them start an affordable consumer technology brand of their own: Litmus in 2020, during the peak of pandemic.
At Litmus, Ankit is a hustler and believes in setting ambitious goals and working towards achieving them. He heads the Sales and Marketing at Litmus.
About The Startup
Rohit & Ankit: Litmus is a design and technology company which aims to enrich consumers’ lives by creating premium yet affordable lifestyle products that offer true value to its users. The brand has a diverse portfolio of technology assisted grooming products for Men and Women providing access to top-notch tools for self-expression and self-care.
Founded in 2020 it is headquartered in Bangalore.
The Idea And Concept Of Startup
Rohit & Ankit: We were constantly in touch all this while and used to brainstorm over several ideas that we could work together in future. There were so many ideas that were brewing between us and while we took our time to zero in on it, there was no doubt in our minds that we wanted to be entrepreneurs and create our own company. In 2011, we partnered to found Source Right – which today is a leading aggregator and distributor of white good products in India. This business helped us understand consumer sentiments in the lifestyle technology space in India. This also ensured we leaned towards this space for our second venture together. We zeroed in on a premium yet affordable consumer technology brand of our own: Litmus in 2020, during the peak of pandemic. This brand was developed on consumer feedback and offers fantastic value packed in great design.
Initially, Litmus was launched as a brand as part of one of the existing companies. But as we moved forward, we realised that this whole enterprise needs a lot more focus without any dilution of message. That’s when we decided to float a separate entity for grooming products in 2023 called Litmus Electronics India Private Limited that offers technology and lifestyle products for men and women.
The Innovative And Uniqueness
Rohit & Ankit: India, being a very aspirational market, we feel that there’s a lot of competition because of the size of the market and the number of products or brands available. It is very easy for a brand to be lost. To make a mark for ourselves, we realised that it is the stamp of quality that is very critical.
We define ourselves on how we conceptualise a particular product. The whole idea is, that we start from a grassroot level of what a consumer would need. We do an analysis about how a particular product is going to solve a specific problem. Designing plays a very important role in Litmus. We spend a considerable time making sure that we get our idea right in terms of how and what the product has to be compared to the problem it intends to solve.
Second, the build quality is very important for us. The product performance, the technical specification and the input that we use in designing the whole product must resonate with our customer. We aim to not only meet but exceed expectations.
Our vision is making consumers realise that anything coming from the house of Litmus will always be of premium built quality with best-in-class tech specs along with also being affordable. That is our USP.
Mission And Vision
Rohit & Ankit: Overall product design and build quality are essential for us and this resonates with our customer group. This vision has only been reinforced with every sale and customer feedback.
Where Are You Available?
Rohit & Ankit: We are currently available on 14+ marketplaces and D2C platforms along with our own website. Currently, you can shop for Litmus products on our own website ( https://litmusconnect.com/ ) or on Amazon, Flipkart, Tata Cliq, Myntra, JioMart & more.
Rohit & Ankit: The products price range start from INR 995 to INR 4490. The lifestyle consumer electronics brand offers a diverse range of technology assisted grooming products catering to both men and women, ensuring that everyone has access to top-notch tools for self-expression and self-care. They believe that grooming should be a universal pleasure, and their products reflect that ethos.
- Men’s Grooming products: Hair Trimmers, Beard Trimmers, Body Trimmers
- Women’s Grooming products: Hair Straighteners, Hair Curlers
- Household Lifestyle products: Garment steamers and more
The Current Problem And Solutions
Rohit & Ankit: India being a price sensitive market and offering great product design with top-quality materials at an affordable price is a delicate balance that is not easy to maintain against external and internal factors. However, this is where we excel and have been able to create and sustain the balance. This is also not a segment that everyone is catering to and helps us carve a niche for ourselves.
The Target Audience.
Rohit & Ankit: Litmus has always focused on the discerning consumer who wants quality at a given price point.
Interesting Success Story:
Rohit & Ankit: The first product we launched (LITMUS Stubble Pro Corded and Cordless Waterproof Beard Trimmer with Digital LED Display and Fast Charging, 60 Mins Run Time) was built after a lot of research and design inputs making it consumer friendly correcting practical challenges during usage. When we launched it in Indian marketplaces we were overwhelmed by the consumer response. Only through word of mouth and customer references and reviews, we were able to sell out our entire stock within the first few months.It is still our highest selling product.
About The Last Funding Round.
Rohit & Ankit: We are looking at exploring collaborations with partners who could give us better R&D, and better product development to create products that are relevant to the consumer. Of course, we might need to raise funds in the future but for now we will maximise efficiency within existing resources.
Rohit & Ankit: Our plan is to start working on our offline distribution model and make the products available across physical retail counters. We will also be introducing a few limited-edition models and new products in all categories in the coming months.