Startup Originals Team
In India, appliances like refrigerators and washing machines are essential, not luxuries. Yet millions of households still can’t afford brand-new ones. This gap leaves many relying on sketchy second-hand markets-local shops selling used appliances with no guarantees, no paperwork, and no support if things go wrong.
Enter Costify, a New Delhi-based startup founded in 2022 by siblings Ashlin Bansal and Sachit Bansal. Their vision? Create a reliable, tech-driven platform for high-quality refurbished appliances, offering trust, warranties, and affordable solutions-much like trusted names in other resale markets. Since launching, they’ve served over 8,000 customers, bringing much-needed structure and transparency to this long-overlooked space.
The Problem: A Disorganized Second-Hand Market
Most Indian families who need basic appliances are left with two unattractive options: stretch to buy new or risk unreliable, undocumented used units. These old appliances are often sold in dusty shops, piled up like scrap, without warranties or after-sales support. Consumers end up buying at a bargain-or a loss.
The Spark: Opportunity Hidden in Plain Sight
During the pandemic, their father, Rajesh Bansal, already a serial entrepreneur, supplied fruit and vegetables to quick-commerce platforms. He was offered hundreds of used freezers and coolers from Blinkit’s dark stores and began selling them via OLX.
When Ashlin returned from her commerce degree in Toronto, she helped in the warehouse and noticed something: this informal refurbishment model was raw – great demand, little trust. She realized there was a real opportunity to build a structured solution.
Her research revealed:
- The refurbished appliance sector is part of a huge, largely untapped $10 billion market.
- If the model could be trusted, demand would scale – as seen in phones, cars, and laptops resale markets.
The Founders: From Corporate to Purpose
- Sachit Bansal, formerly in a senior banking role in Canada, and Ashlin Bansal, fresh off her B.Com from the Rotman School of Management, decided to come back to India and launch Costify under their father’s mentorship. Creating real-world impact felt like the next obvious step for both.
Building Costify: Structure, Trust, and Tech
In 2024, Costify launched its refurbished appliance model – focusing on reliable, reusable home appliances and ensuring customers received benefits like warranties and after-sales support.
They tackled entrenched “jugaad” (patch-up) fixes by employing trained rather than ad-hoc technicians. This ensured refurbished appliances were not just patched – but genuinely restored to solid, long-lasting condition.
Results: Serving Thousands with Care
- In 2024 alone, Costify served over 5,000 customers, and overall, they’ve reached over 8,000 customers across Delhi-NCR.
- The model has grown into a full-fledged e-commerce platform accessible to customers across India.
Why Costify Matters
Indian households juggle countless chores – laundry, cooking, storing food. But high costs often force families to go without appliances that could ease daily burdens. Costify aims to make these appliances accessible, affordable, and trustworthy, so families can truly benefit, and machines can do what they were meant to do.
Closing Thoughts:
Costify is redefining how refurbished appliances are bought and sold in India. By combining trust, transparency, and smart refurbishment, the Bansal siblings are turning a messy second-hand market into something structured, reliable, and empowering for thousands of families. It’s not just about saving costs, it’s about building trust and enabling access.
