Our vision
Home appliances designed from scratch, engineered to last years without service.
We didn’t set out to build another appliance brand. We set out to solve the fundamental flaws of the Indian home, building products engineered to last years, not months, and smart where it actually matters.
Why we started.
Every year, Urban Company professionals service over 50 lakh home appliances. Across millions of visits, we kept seeing the same pattern: purifiers needing constant servicing, filters costing half the product price, and locks failing when you need them most. Inconvenience had become standard industry practice.We realised the only way to fix home appliances was to rethink them from scratch, engineered natively for Indian conditions.
Built for India, from scratch.
Most home appliances sold today are off-the-shelf products, rebranded with a new logo. We don’t do that.Every Native product starts in our design lab, with a specific problem found inside real Indian homes. We sketch, prototype in cardboard before plastic, and stress-test every component against India’s toughest water and climate. If it doesn’t solve a real problem, we don’t make it.
To the drawing board.
We started with the purifier, the appliance that needed us most. The brief was simple: an RO that lasts longer. Getting there wasn’t.Prototype after prototype failed. We tore each one down, learnt what broke, and started again, until we had a purifier that could run for two years without a service.
Native goes live.
We introduced the industry’s first multi-year filter technology: two years of maintenance-free purification in M1 and M2.
India loved it.
5 lakh+
Indian households made the switch to Native.
Average rating across all products and platforms.
Customer renewal rate. That’s 4× the industry average.
“What I appreciate most is the no worry about servicing for two years.”
“The maintenance is minimal, and most importantly, the water quality is really good.”
Redefining the standard.
Three years on one set of filters in our flagship M3 Pro, with live water quality tracking on the Urban Company app. And Lock Ultra brought seamless security to the front door: a digital doorman with 3D face unlock, engineered to work with the doorbell your home already has.
We’re just getting started.
Two years without service became three. The kitchen led us to the front door. As long as every home visit teaches us something new, we’ll keep pushing what home appliances can do.