ApnaKlub

ApnaKlub, operated by Octopolis Technologies Private Limited, is a business-to-business wholesale platform that supplies fast-moving consumer goods to kirana stores, general stores and other small retailers in semi-urban, rural and tier 2/3 markets in India. Retailers order through an Android and iOS app after registering with business KYC (PAN and a valid business licence), and receive doorstep delivery, with the company advertising 48-hour free delivery, cash-on-delivery and credit facilities, and round-the-clock customer support. Product coverage spans personal care, processed food, baby care, beverages, home care, beauty and kitchen care categories, with the website citing over 400 FMCG brands and more than 1,200 SKUs, including goods from manufacturers such as P&G, Hindustan Unilever, Tata, ITC, Godrej, Wipro, Patanjali, Nestlé, PepsiCo, Coca-Cola, Dabur and GSK.

Per Economic Times reporting, ApnaKlub buys directly from FMCG companies, takes ownership of the inventory, stores it in its own warehouses and sells to mom-and-pop stores; Entrepreneur India reports the company runs a full logistics stack including its own warehouses and vehicle fleet alongside an omnichannel ordering app. The Google Play listing also describes a reseller function through which users create a digital store, add their own margin to wholesale prices and place orders on behalf of customers. From 2023 the company added private labels aimed at non-metro markets, namely the cleaning brands Glenzo and Apna Shine and the food brand Nutphat.

Sources differ on scale figures by date: Economic Times reported roughly 33,000 onboarded kirana stores and about 200 full-time employees in January 2023; 2024 profiles cite 55,000+ retailers served, 250+ brands and 300+ employees; the current website claims 60,000+ retailers, 400+ brands and 10 lakh+ annual orders. One aggregator page (startupintros) lists an employee band of 10,000+ that conflicts with other sources.

Founding story

Shruti, an IIT Delhi graduate (Director's Gold Medal) and Harvard Business School MBA with prior experience at Bain & Company and, per one aggregator profile, Omidyar Network, observed during the pandemic that general trade retailers struggled to source the right quantity and assortment of goods, losing sales and higher-margin business to online and chain-store competition. She started ApnaKlub in 2020 with Manish Kumar, whose 23-year career includes 16 years in retail and a 2016 Market Manager of the Year award from Walmart India. The company's own timeline dates the founding to May 2020, when Shruti, Manish, Gourav and Ashutosh came together; Entrepreneur India's factsheet lists year of inception as 2019 while the article text says 2020.

Business model

ApnaKlub purchases FMCG inventory directly from brands and manufacturers, takes ownership, warehouses it and resells to small retailers, earning on the trade margin between procurement and wholesale sale prices. It layers on services including free delivery, cash on delivery, credit and supply-chain finance (offered in collaboration with NBFCs) and, since 2023, its own private-label brands (Glenzo, Apna Shine, Nutphat) which typically carry higher margins. A reseller option lets individuals create digital storefronts and add their own margin on top of wholesale prices.

Revenue derives from the sale of FMCG goods to retailers at wholesale prices, on inventory the company owns. Reported scale figures include Rs 35 crore monthly GMV / Rs 420 crore annualised GMV as of January 2023 and a topline of over Rs 720 crore ARR for 2023, with the founder stating the company had been operationally profitable for several months and was close to break-even. Supply-chain financing is provided through NBFC partners rather than on the company's own balance sheet, per 2022 reporting.

Traction

January 2023 (Economic Times): about 33,000 kirana stores onboarded with roughly half monthly active, Rs 35 crore monthly GMV, Rs 420 crore annualised GMV, around 200 employees. 2023-2024 (Entrepreneur India / startupintros): 55,000+ retailers, 250+ brands, 300+ employees, over Rs 720 crore ARR, nearly 25 lakh families reached, and operational profitability for several months with break-even close. September 2024 (company timeline): 36,000+ monthly active users. Current website: 60,000+ retailers, 400+ FMCG brands, 10 lakh+ annual orders; Google Play shows 5 lakh+ app downloads.

Latest developments

The most recent dated milestones in the sources are the September 2024 disclosure of 36,000+ monthly active users and 2024 reporting that ApnaKlub was close to break-even after several months of operational profitability while developing an offline channel programme for mass and mass-premium brands in North India's general trade. The Google Play listing shows the app was last updated 15 June 2026 with bug fixes. Current website metrics (60,000+ retailers, 400+ brands, 10 lakh+ annual orders) are undated.