Costify India started in 2022 with a simple question: why should functional, reliable home appliances be out of reach for so many households?
Founded by Ashlin Bansal and Sachit Bansal in New Delhi, the startup focuses on refurbished fridges, washing machines and air conditioners that are fully tested, quality-checked and backed with warranties. Since launch, Costify has served more than 8,000 customers and built a solid reputation with a 4.5-star Google rating.
The founders noticed a big gap in India’s white-goods market. Despite being a 25 billion dollar sector, the refurbished category has long been unorganized. That has led to mistrust, poor quality and rising e-waste. Costify aims to solve these problems by standardizing refurbishment and offering reliable products at accessible prices.
Today, the company is generating over Rs 4 crore in annual revenue and expanding its technician training network across Delhi NCR. Interest from other states is also growing. According to Sachit, local refurbishment players are reaching out to collaborate rather than compete.
Costify is also in senior-level discussions with Havells and Lloyd around circular economy programs involving returns, seconds and warranty stock. The team believes partnerships like these can help build a more sustainable appliance ecosystem in India.
On the funding front, the startup chose an undisclosed angel round backed by operators and believers instead of traditional venture capital. Sachit says the goal is not quick growth but long-term trust in a market that has been broken for years.
To strengthen its foundation, Costify has brought on experienced advisors, including:
Pankaj Saraogi, BITS Pilani alumnus and expert in NCLT and stressed-asset turnarounds
Rajesh Krishnan, IIT Delhi and Wharton alumnus, serial entrepreneur and investor
Sorabh Goyal, Notebooks Head at Lenovo
Ashlin says this guidance helps the founders stay grounded and focused on building the right way.
Looking ahead, the startup plans to roll out 1-year warranties to match manufacturer standards within the next two years. Sachit believes the shift in consumer behavior is already clear: people trust certified used cars and refurbished phones, and home appliances will follow.
Costify’s goal is straightforward — to make functional, reliable products accessible to every Indian home, and to rebuild trust in a segment that has long needed structure and transparency.
