Mastering the niche: How BathStory Found Gold in Shower Enclosures. BathStory is a success story that shows how sometimes, focussing on a niche and doing it really well can be the smartest way to scale. Founded by Aadil Merchant, BathStory is a direct-to-consumer (D2C) brand that sells designer-focussed and affordable bathroom products. Currently the company’s hero offering is shower enclosures, and soon it intends to add more products into its portfolio.
With a mission to reimagine modern bathrooms, the company has grown significantly, earning ₹8 crores in annual revenue just in the last one and a half year. Here’s how BathStory turned a simple insight into a thriving business.
The Beginning of BathStory
Aadil Merchant first started BathStory as a full-fledged bathroom renovation startup. After building 100+ bathrooms, he noticed a recurring pain point — finding stylish, durable and easy-to-install shower enclosures was tougher than it should be. And this was a common pain point amidst many of their customers too, who wanted to upgrade their bathrooms, without undergoing complete renovation. That insight led Aadil to pivot from a full-scale bathroom renovation company to a D2C bath fittings brand, starting with shower enclosures.
The Pivot
This change became a turning point for BathStory. While BathStory had raised a seed round of $100,000 for its bathroom renovation business in 2022; the pivoted business (which started in April 2023) has largely been built with almost no external capital.
Why the focus on shower enclosures?
Starting with specialising in only one niche has let BathStory polish everything from honing their design and manufacturing processes, streamlining supply chains (all the way to installation), and maintaining uncompromising quality standards and customer service. By focussing their energies around a single category, the brand not only minimised operational challenges, but also established itself as the go-to new-age brand for shower enclosures in Bangalore and Hyderabad.
The pay off? In less than 1.5 years, BathStory has achieved an Gross ARR of ₹8 cr and have installed their shower enclosures in 3500 bathrooms solely through their online, D2C business model. This success springs from their laser-sharp focus in building, delivering, and installing top-notch enclosures that delight customers.
Building a Strong Brand
BathStory’s success is also due to its strong brand identity. The name “BathStory” reflects the company’s goal of creating a new story for bathrooms—one that’s stylish, functional, and affordable. The brand’s website, www.bathstory.in, is easy to use and showcases its products beautifully. This has helped BathStory attract customers and build a loyal following.
Expanding the Product Range
Today, BathStory stands ready to expand its footprint across bathroom essentials — the aim is to build a modern bathroom brand that will eventually scale to various products such as showerheads, shower drains, faucets, mirrors and more. In fact, they’ve recently launched their line of floor drains available for customers to buy online from their website, and on e-commerce platforms like Amazon.
Reaching Customers Across India
BathStory’s shower enclosures are currently available in Bangalore and Hyderabad, and soon it plans to extend its offer across the country. BathStory has also launched its first experience center in Koramangala, Bangalore for customers who prefer a touch & feel of the product.
Financial Success: Scaling to ₹8 Cr with minimal capital
One of the most impressive parts of BathStory’s journey is its financial success. After the pivot, the company chose to bootstrap, meaning it didn’t take any outside funding. Instead, it used its own profits to grow. Today, BathStory earns ₹8 crores in annualized revenue. This shows that with the right focus and strategy, a business can achieve great things without relying on external funding.
The Future of BathStory
Looking ahead, BathStory plans to keep growing and innovating. The company wants to expand its product range and explore new markets, both in India and abroad. It’s also investing in technology to make its operations more efficient and improve overall customer experience. Aadil and his team are committed to staying true to BathStory’s mission of offering stylish, affordable, and convenient bathroom products.
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Conclusion
BathStory’s journey from a small startup to a successful business with now ₹8 crores in revenue is an inspiring example of how by starting with focusing on a niche and doing it exceptionally well, you can build a brand that is both specialized and scalable. For BathStory, it’s not about being all things to all people right away; it’s about getting one thing really, really right before taking the next big plunge. By zooming in on shower enclosures, BathStory has discovered that staying specialized can open doors (and shower doors!) to incredible growth and learnings.
Whether you’re looking to upgrade your shower space or find the perfect floor drain, BathStory is the brand that can help you create a bathroom you’ll love.
Visit www.bathstory.in to explore their products and start upgrading your bathroom with BathStory today.
