For years, India’s home appliance market was defined by a harsh trade-off. Lower price tags often meant performance lag, while reliable brands were priced way beyond the mass market. When first-time buyers moved online, this price-quality distortion grew even more. Ecommerce marketplaces might have expanded user access, but the fundamentals did not change. Most brands still thrived on deep discounts and design tweaks rather than durability. In 2020, Deepak and Ritish Garg, a father-son duo, decided to challenge this equation. Longway was founded as a home and kitchen appliances brand for value-conscious Indian households, with reliability built into its product architecture. Rejecting the asset-light, sourcing-led models popular among many new-age appliance brands, the Gargs adopted a manufacturing-first approach, betting that owning production was the only way to control quality and cost at scale. The Manufacturing Moat Built For Control At its facility in Sonipat, Haryana, the consumer appliances brand manages everything from assembly to the machining, fabrication, and moulding of key components. This vertical integration allows Longway to set quality standards, production timelines and cost structures, effectively reducing its dependence on third-party vendors. This ownership enables business-critical agility. Instead of designing around supplier constraints, Longway builds products from the factory… Read MoreInc42 Media
