This article is about a D2C brand called Candes, founded in 2015 by Sandeep Agarwal and Vipin Agarwal, who had spent 10 years in the electrical goods manufacturing industry under their family flagship known as Vedanta Electricals. The founders wanted to create an electrical goods brand that would be affordable and easily accessible to middle-class households.

Candes has achieved around 200 crores in revenue and has already seen 10 store monthly sales with 90 per cent online businesses in the marketplace which focuses majorly on products like fans, geysers, TV, mixers and so on. The company has extended its reach to giant e-commerce platforms like Flipkart, Amazon, and soon. They also allow B2B registration in New Delhi, which leads to bulk ordering for offices and commercial spaces.

Their app makes it feasible for customers to choose from a variety of products and save them in the cart as per their preferences. The company enables direct correspondence with the customers and launches various advertising strategies to connect with their customers. They have a serious connection with social media and use it as a platform to advertise their content.

Candes on its website mentions with its motto "Smart India ka Smart Home" that they 'aim to provide customers with the most elevated quality smart technologies in a compact and easy-to-operate invention at the most reasonable price.'

Candes recently allotted 17,544 convertible preference shares to GlobalBees, in exchange for a 39.2% stake in the startup. GlobalBees would be investing around 3.2 dollars in Candes and as a part of the deal, Nitesh Agarwal, the CEO of GlobalBees will be joining the board of Candes.

Overall, Candes has been able to attract customers with its affordable and fashionable products and has been competing with various other brands like Atomberg, Havells, and Phillips. Their focus on R&D and delivery of the best products to their customers has helped them grow and expand their business.