Forty-nine years of knowing what you actually need. Now online.
BK Juneja started us in 1977 as an industrial supplies counter in Delhi. We became a CUMI distributor in 1994 and grew brand by brand into the tool house we are today. The e-commerce giants were built to serve the masses at scale. We were built, one customer at a time, to serve the need. That is the only difference that matters — and it is the whole reason we went online.
07AAHCA1641D1Z6registered seller · GST invoice on every order
How a supplies counter became Etoolstore
BK Juneja opens an industrial supplies shop in Delhi. Abrasives, cutting tools, fasteners, hand tools — sold across a counter to factories and workshops that needed the right item, that day.
We become a distributor for CUMI (Carborundum Universal). Dealers across the region now buy from us, and we learn the supply side of the trade: stock depth, genuine channels, moving fast.
Bosch, DeWalt, Stanley, Black+Decker, Groz and more are added, one authorised appointment at a time. The counter becomes the place where a contractor can compare them side by side.
The second generation, trading as Weld and Grind Engineers, launches etoolstore.in — same stock, same people, same straight answers — for every pin code in India.
GST on every price, in-stock-only listings, a confirmation call before every dispatch and a direct number you keep.
Masses or needs: what the giants can't do, and we won't stop doing
The giants cater to the masses, for profit. Their system is built to move millions of parcels with as few humans as possible. It works beautifully until your order is the one that's wrong — the 10 mm chuck instead of 13 mm, the bare unit instead of the kit, the charger that doesn't match your battery. Then you meet the bot, the ticket number and the 7-day return window.
We cater to the need. Thirty years as a distributor taught us that nobody buys a tool. A fabricator buys a month of uninterrupted site work. A purchase team buys an invoice their accountant will pass. A first-time DIYer buys the confidence that someone said "not that one — this one." So our process is deliberately slower by one phone call, and faster in every way after that.
Here is what that call does. You place an order. One of our team — a person who stocks the shelves, not a call centre — rings you, usually within the hour. They confirm the exact model and variant, the quantity, the address, and whether it is for the job you have in mind. If it isn't, they tell you. Then it is packed, invoiced with GST in your company's name if you need it, and handed to the courier. Outside Delhi NCR, it is at your door in 2–3 days.
And you keep the number. Not a helpline — the direct number of the person who confirmed your order. Six months later, when you need the spare part, the warranty claim or the next batch for a new site, you ring the same person. That is what counter service always was. We simply refused to leave it behind when we went online.
What we won't do: list what we don't have, hide GST until checkout, sell grey imports, or make you explain yourself to a bot. What we will do: pick up the phone.
Four things the giants get wrong — and what a counter does instead
Built-for-scale systems fail at the edges. Tools are all edges: the wrong variant, the missing charger, the invoice that doesn't match. We are built for exactly those moments.