Freecultr, a site launched by Smile Interactive has raised $4 million from Sequoia Capital. Freecultr is yet another e-commerce venture, which offers lifestyle apparel and accessories priced from Rs 499 to around Rs 2000, and according to the company, plans to expand to international markets. It will focus on developing a strong in-house design team, which suggests that it this is meant to be not just a commerce venture, but also a label. This follows another e-commerce venture, Exclusively.in, launching Sher Singh as a brand label, backed by Cricketer Zaheer Khan. From a business perspective, I wonder if there are plans to retail beyond the Freecultr store. If the idea is to build a brand, then perhaps they probably won’t be doing only e-commerce, and only the Freecultr store. Remember that the Smile Interactive group has another e-commerce company – FashionAndYou, which recently raised as much as $40 million from NVP, Sequoia Capital and Nokia Growth Partners.

The other interesting thing is that we were under the impression was by “former” Smile Interactive exec Sandeep Singh, given that he had quit Quasar, and another recent story on TechCircle, at the time of Freecultr’s launch, made no mention of the Smile Interactive connection. Now appears that Freecultr is a Smile Interactive company, of which Harish Bahl is the Chairman. Alongwith Singh at Freecultr is Sujal Shah, former VP & Head of Fashion, India at IMG, and Rajesh Narkar, as Chief Product Officer and Co-Founder.