With Just 25 Employees, Chennai Entrepreneur Builds a ₹30 Cr Turnover Biz in 2 Years — Says, “I Let the Product Do the Marketing”

Have you ever had a broken bathroom fixture or a leaky wall and had to wait for hours or days for a plumber or carpenter to show up?

In today’s fast-paced, self-reliant India—especially among young nuclear families and professionals—the wait for service providers feels outdated. Consumers now demand smart, affordable, easy-to-use solutions that are both reliable and versatile.

This is exactly what GREE, a Chennai-based brand, is delivering. GREE offers a robust range of adhesive, sealant, tape, PU foam, and aerosol products for use across household, industrial, commercial, and institutional environments.

Launched by entrepreneur Kunal Bhandari, GREE is a new-age consumer and professional brand built on innovation, performance, and trust—without relying on outside investors or VC funding.

From Frustration to a Solution-Oriented Brand

GREE was born not in a boardroom, but through trial, persistence, and a problem-solving mindset. The idea first began to form in 2018, when founder Kunal Bhandari, despite working in a successful family-run industrial manufacturing business, felt driven to build something consumer-facing, visible, and impactful.

“I wanted to create something that people would see, use, and benefit from directly,” Kunal shares in an exclusive interview with Startup Pedia.

After two years of product research and testing, Kunal launched GREE’s first line of silicone sealants for everyday applications. An initial contract manufacturing attempt in China didn’t go as planned—₹35 lakh worth of stock had to be scrapped due to quality issues.

“I took a six-month pause. It was a tough phase,” Kunal admits.

But he bounced back. GREE shifted its sourcing to trusted, reputable partners, implemented rigorous SOPs, and made a clear commitment to quality that has held firm ever since.

“Since then, we haven’t had a single product return or performance complaints,” the founder of GREE says with pride.

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GREE's Expanding Product Range for Diverse Needs

GREE now offers over 45 SKUs and 100+ sub-SKUs catering to the DIY, construction, and industrial segments. Some flagship products include:

• GREE Nail FREE Glue R918: a high bond adhesive formulated to replace screw and rivets, ideal for instant bonding to wood, tiles, granite, metal, plastic etc.

• GREE Sealants: Silicone, Acrylic & Polyurethane sealants used for sealing gaps, filling holes and bonding surfaces in Facades, UPVC, Bus Body Building, Windshields and many more.

• GREE Expansion PU Foam R9: Expanding foams for sealing AC ducts, door gaps, pipe penetrations, and creative architectural designs in educational and commercial spaces.

• GREE Spray Paints: Color spray paints for DIY decorations It's the most convenient solution for giving an aesthetic feel on a variety of surfaces, with 50+ shades allows you to customise and update your projects with ease.

• GREE Roll & Mask: Roll & Mask is ideal for protecting surface areas against paint splatters or drips during painting or decoration projects. It’s made with the principle of “Easy to Apply, Easy to Remove,” saving time and cost and gives satisfactory finishes.

• GREE Waterproofing Tapes & Spray: Multiseal R207 and Stop Leak 609 are best selling waterproofing tapes and instant leak stop spray in the Indian market. Ideal solution to repair roof leaks or wall cracks instantly with minimal efforts.

All products are designed with both professionals and informed consumers in mind, ensuring reliability across multiple industries—not just household use.

“GREE’s Products are priced keeping quality premium-yet affordable for the masses,” told the founder of GREE to the Startup Pedia.

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A Distribution-First Growth Strategy

GREE launched full-scale independent operations in 2022. Since then, it has rapidly scaled to over 270 cities, 110+ distributors, and 11,000+ retail outlets—primarily across South and West India.

Rather than splurging on influencer marketing or digital ads, GREE focused on a distribution-first strategy. Kunal partnered with existing distributors who already served hundreds of hardware stores and retail points.

“I let the product do the marketing,” the founder of GREE said.

This grassroots approach helped GREE achieve ₹1 crore in revenue during its first year of operations. Today, the company has crossed ₹30 crore in cumulative sales and is currently valued at ₹65 crore, all while operating with a lean, agile team of just 25 employees. 

GREE has also developed a proprietary app for real-time sales tracking, order management, and distributor coordination—streamlining operations as it scales nationwide. Despite being completely bootstrapped with no external funding, GREE now rivals major Indian brands in the similar segment in reach and recall.

Meet the Founder: Kunal Bhandari

Kunal Bhandari, born into a traditional Marwari business family in Chennai, studied Mechanical Engineering and began his professional journey in the industrial tapes manufacturing space. But his vision was always to build a consumer-facing brand that stood for quality, functionality, and visibility.

Inspired by the idea of a more self-reliant India and seeing a growing DIY and construction tools market, Kunal created GREE to meet the evolving demands of both professionals and end users. 

“My dad still questions me why leave such a big business where customers come to you. I just smile thinking some day this brand will create its identity, value and impact in the construction material category business,” says kunal in the Startup Pedia interview.

He overcame early setbacks and quality issues, restructured operations, and rebuilt the brand on uncompromising quality standards

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What’s Next: Scaling Across India & Localizing Production

With strong roots in South and West India, GREE is now expanding aggressively across Central and North India. A newly established warehouse hub in Ahmedabad will significantly enhance logistics and last-mile delivery across Gujarat, Rajasthan, Maharashtra, and Madhya Pradesh.

Kunal is also working with global partners to explore local manufacturing options, further aligning GREE with the Make in India initiative and improving cost and quality control.

His vision is to scale GREE to a ₹1000 crore in sales—not through aggressive marketing spends, but by consistently delivering world-class adhesives, sealants, and construction solutions across industries.

“I don’t want a legacy for being big. I want GREE to be remembered as useful. That’s all,” the founder of GREE, Kunal, concluded the Startup Pedia interview.