Chennai, March 31 -- The last thing Savi Dua had in mind when she wandered into the Zirakpur, Punjab, outlet of consumer durables startup Lifelong Online Retail Pvt. Ltd was buying gym gear. Yet, by the time she left the store that day six months ago, she had placed an order for their foldable treadmill.

"I went to Domino's to eat and saw the Lifelong store. I went in just to check it out," said Dua, 32. "I don't have much space at home and I wasn't sure about getting a treadmill. The Lifelong store staff suggested I look at a foldable one that came for Rs.24,000. They installed it in my flat the same day, and I have been using it regularly."

Since then, a friend bought the same gear on her recommendation and Dua has picked up other Lif...