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HomeLane Acquires Virtual Shop-the-Look Home Décor Platform Doowup

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Sequoia-backed, which is one of India’s largest home solution provider, has today announced the acquisition of Doowup, a virtual trial room of sorts for your interior decor, for an undisclosed amount. As a part of the deal, Doowup’s founding team will now join HomeLane.

Vivek Seetharaman, founder of Doowup, will be joining HomeLane as Chief Innovation Officer. The company will now be able to offer deeply personalised and immersive home furnishing experience.

This acquisition will significantly boost HomeLane’s technology play for life-like home decor visualization and will endow HomeLane with owned intellectual property rights for some of its key technology.

Founded in 2014, Doowup is a tech start-up which provides hyper-realistic, personalized home decor “Shop-the-Look” experience. It’s strengths lay in its IP and innovations in interactive 3D experiences.

Its Shop-the-Look platform enables consumers to browse through and customize a host of curated designer looks in the context of their own homes. Consumers can interact with these experiences seamlessly across web, mobile and virtual reality mediums.

HomeLane was founded in 2014. Earlier, it had launched Kaleido, a virtual reality headset, which allows customer to visualize how the final kitchen or living room set-up will look like after furnishing, and helps them make informed choice.

The company offers technology based personalized home furnishing designs to customers through special access to an experienced panel of interior designers, who consult a customer to come up with highly-customized designs for their houses at no extra cost.

Srikanth Iyer, co-founder and CEO of, commenting on the acquisition said,

Our fundamental goal at HomeLane is to make dream home furnishing an enjoyably simple and time-efficient experience for all new homebuyers. Doowup adds fantastic new capabilities and sets us up nicely for achieving our business goals. I am personally delighted to welcome Vivek and the Doowup team onboard. I am also very confident that with Vivek’s domain expertise, we will be able offer new homeowners game changing technologies, which will revolutionize how people will furnish their dream homes.

Vivek Seetharaman, founder of Doowup, said,

HomeLane has charted up an iconoclastic path to organize the home furnishing industry and is doing phenomenally well at that. I am delighted to join forces with Srikanth and hope that with Doowup’s added expertise, together we are able to not only make furnishing a more predictable and trustworthy experience, but also offer consumer value that is light years ahead of our competitors.


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