Thrasio dilutes stake in consumer goods e-commerce brand Lifelong Online

US-based e-commerce roll-up company Thrasio has diluted its stake in Gurugram-headquartered Lifelong Online Retail Pvt Ltd, the only Indian startup in its portfolio, giving up the controlling stake in the consumer goods e-commerce brand. Lifelong Online's co-founders Atul Raheja, Varun Grover, and Bharat Kalia have acquired about 60% stake in the startup. Existing investors, Tanglin Ventures and Hero Enterprise Partners, also upped their share. The development comes almost 15 months after Thrasio entered India and acquired a majority stake in Lifelong Online.