India, Aug. 14 -- D2C consumer durables brand Lifelong Online has raised $13 Mn (INR 114 Cr) from existing backers at a post-money valuation of $500 Mn (INR 4,000 Cr), sources told Inc42.

The startup's existing investors include Hero's Sunil Kant Munjal, Tanglin Ventures, and others.

The valuation number may be even higher, one of the sources said, adding that the startup plans to deploy the capital for general business expenses.

Lifelong Group chairman Atul Raheja declined to comment on Inc42's queries about the funding round.

Founded in 2015 by Raheja, Bharat Kalia and Varun Grover, Lifelong Online sells consumer durable products across two categories - home and kitchen, and health and fitness.

It offers products such as gas stoves...