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The Plunge Daily further expands in the home decor space further expands in the home decor space

Syndicate further expands in the home decor space

Home decor and lifestyle start-up has acqui-hired Crude Area in between other strategic acquisitions to further expand its reach in the said industry. Crude Area has been incubated by Webchutney founder Sidharth Rao and has raised funds from angel investors like Sachin Bhatia, co-founder of MakeMyTrip and CEO, Truly Madly. It is an art-based start-up focused on the discovery of visual art made by artists both local and international. With Crude Area under its wing, will offer a larger range of services to its customers to build a unique model of designing their homes.

On a larger picture, will now expand its private label offerings and further focus on content, community and e-commerce. The company at present owns numerous private labels in the linen, furniture and other categories. Crude Area will now become an independent white label on the portal. has been a disruptive start-up working in the home decor space in India which is amounted at Rs. 60,000 crores.

Speaking on the expansion, Amit Dalmia, Founder & Managing Director, said, “Crude Area has built a robust model of identifying art based products and we are sure they will add value to our overall effort of offering unique and differentiated products. As a business, wall art and private label extension in decor and furniture was always a vision for and the move ties in with our expansion plan and our acqui-hire strategy. We will continue with similar acqui-hires in the near future.”

“Amit and I have interacted on different occasions earlier and a lot of synergies emerged from those conversations. Coincidentally I also wanted to move beyond just Wall Art and other categories of home decor as a private label, which tied in with’s strategy. Amit and his team have a great experience in the business that could help the team circumvent the learning curve around these new plans. is moving towards a more holistic and horizontal space to become a one-stop-destination for everything home. From ideas, to products and services, the search for anything home ends at Bed Bath More. Crude Area was a natural fit in Bed Bath More’s offering.” Said Sidharth Rao, Founder of Webchutney.

Recently BedBathMore had acqui-hired, a marketplace for interior designers to showcase their portfolio, expertise and ideas. Post the acquisition,’s community of close to 3,000 architects and interior designers have been integrated into the existing offerings of

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