At a glance:

Company: Turn Turtle Private Limited

Brand: Glasafe

Based in: Bengaluru

Founder: Kushal Choukhany, Anshul Choukhany and Yash Agarwal

Sector: Lifestyle/ Conscious Living

Launch: September 2023

Funding: Bootstrapped

How It All Started

The journey of Glasafe is one of passion and purpose. Raised in a household that valued both aesthetics and sustainability, the three brothers and the co-founder of Glasafe, Kushal Choukhany, Anshul Choukhany, and Yash Agarwal found themselves increasingly frustrated by the dominance of plastic in everyday life. They saw friends and family choosing convenience over quality, not because they wanted to, but because they had no real alternatives. Glasafe was born, not out of corporate strategies, but out of real-life experiences, heartfelt conversations, and an unshakable belief in quality and convenience.

So, they set out to change that. They wanted to bring glassware back—not the fragile, old-fashioned kind, but thoughtfully designed, durable, and stylish pieces that could become a part of people’s daily rituals. They weren’t looking to create just another brand that gets lost in the flock; they wanted to build something that felt personal, timeless, and deeply connected to modern living.

Crafting a Brand With Soul

The idea behind starting Glasafe has been more than selling glassware. It’s about redefining the experience of using it. For a purpose as simple as drinking water from a glass bottle, packing a fresh meal in a lunch box, organizing your kitchen with beautifully designed storage containers, or hosting with the most versatile drinking glasses, every product is meant to make ordinary moments feel a little more special.

Each glassware piece is crafted with premium quality borosilicate glass, known for its strength, heat resistance, and purity. The brand glass products come with stylish silicone sleeves that make the glassware break-resistant, giving a better grip, while adding that aesthetic appeal and vibrant colors to the clear glass products.

But more than that, every design is infused with thoughtfulness—smooth edges that feel good in your hands, a balance of weight and transparency that’s visually appealing, and forms that integrate seamlessly into modern lifestyles. All these features make Glasafe a standout choice from its competitors.

A Love for Everyday Luxury

For the brothers behind Glasafe, premium living isn’t about exclusivity—it’s about the joy of using something that feels good, looks good, and lasts. Glasafe is all about transforming simple routines into mindful moments and a step towards a better lifestyle.

Imagine starting your day with a sip from a Glasafe bottle, knowing that every sip is untouched by plastic and free from impurities, opening your lunch to find a beautifully packed meal in a glass tiffin, free from lingering food odors and chemicals, or a kitchen that’s neat and organized with storage containers that are versatile and aesthetically pleasing. That’s the experience Glasafe brings to life.

Challenges, Commitment, and Growth

Of course, building Glasafe wasn’t always easy. The road from an idea to a full-fledged brand was filled with challenges—sourcing the right materials, ensuring the highest quality and all safety standards, and convincing consumers to rethink their everyday choices. But if there’s one thing the co-founders have always believed in, it’s that quality speaks for itself.

They refused to cut corners. Every design was rigorously tested, every material was carefully sourced, every curve, every lid was crafted with an obsessive attention to detail. And as word spread, Glasafe didn’t just find customers—it found a community of like-minded people who valued craftsmanship, aesthetics, and mindful living.

As of now, Glasafe has a family of over 1 million individuals, with a staggering 30% repeat order rate, and it’s just the beginning. Within just six months of launch, Glasafe achieved an ARR of INR 250 million, a testament to their commitment and the market’s response.

What’s Next for Glasafe?

Today, Glasafe isn’t just about glassware; it’s about a way of life. It’s about making choices that are good for you, good for your home, and good for the planet. As the brand continues to grow, the mission remains the same—to create products that elevate everyday moments, effortlessly blending function with beauty.

The Indian glassware industry is valued at over $12 billion, and Glasafe aims to be a significant contributor by the year 2027-28. The brand’s next big move? Opening experience centers across India and beyond. In these experience centres, customers would be able to see, touch, and feel the essence of the brand and provide an immersive experience into the lifestyle they have crafted. Although it's a bold vision, it fits in well with their goal of starting a lifestyle movement.

From expanding the product line to exploring innovative new designs, Glasafe is just getting started. But at its heart, it will always be about that simple idea that started around a common discussion—that the things we use every day should bring us joy, comfort, and a touch of elegance.