Direct-to-consumer brands team up with contract manufacturers to boost domestic production of air fryers and circulator fans.
Direct-to-consumer (D2C) home appliance brand Nuuk has joined forces with original design manufacturer (ODM) EPACK Durable in a strategic production agreement aimed at manufacturing small domestic appliances in India.
Under the new contract, EPACK Durable will produce a selection of Nuuk’s product range—specifically air fryers and Air Circulator (AC) fans—across its domestic facilities in Dehradun, Bhiwadi, and Sri City. The collaboration combines Nuuk’s design-led product development with EPACK’s extensive manufacturing capacity, allowing both companies to expand their footprint in the Indian consumer market.
For Nuuk, the partnership aligns with its overarching plan to deepen its manufacturing capabilities by working alongside specialised ODMs. Co-founders Gazal Kalra and Shalabh Gupta emphasised that as the brand scales up, a strong manufacturing ecosystem is vital. They noted that the union with EPACK Durable enables Nuuk to expand its product line and achieve scale without compromising on quality or its commitment to local production.
For EPACK Durable, the deal broadens its portfolio in the small domestic appliance segment and strengthens its ties with emerging consumer brands. Ajay DD Singhania, Managing Director and CEO of EPACK Durable Limited, stated that the company remains focused on fostering long-term brand relationships through execution strength and manufacturing scale, adding that EPACK looks forward to supporting Nuuk’s ongoing operational growth.
