Television network NDTV has launched its e-commerce platform Indianroots.com, offeringÂ ethnic wear, reports NextBigWhat.Â FashionAndYou Co-Founder Rahul NarvekarÂ had joined NDTVÂ to lead the Indiaroots business earlier this year,Â shortly after NDTV had announced its plansÂ to foray into e-commerce.
According to the publication, the platform offers ethnic wear fromÂ Â 80 designers and 300 brands. At the time of writing this article, designers products and brands available on the site are from Anita Dongre, Krsna Mehta, Karieshma Sarnaa, Malini Ramani, among others, and has products for both men, women, and in categories such as bags, wraps, work accessories, and home & living.Â Indiaroots appears to be targeting the overseas market, shipping globally, and accepting credit/debit card, PayPal for payment. Indianroots.com does not support cash on delivery.
When we registered on the site, we noticed that it automatically subscribed us to their newsletter even without consent.
Indiaroots appears to be promoting itself using its blog, called ‘Daily‘, which, it appears, will have a style guide, wedding fashion, bollywood fashion, apart from segments not quite related to fashion like ‘living in india’, travel and food, and festivals. Daily has guest contributions from wedding planner thedelhibride, travel photographer Dennis Jarvis, and Nina Patel of the Asian Fashion Journal.
Indianroots will compete withÂ eÂ Utsav Fashion,Â CbazaarÂ andÂ Jabongworld, among others. In October 2012,Â Ninety Nine Labels Pvt Ltd, the company behindÂ 99labels.com, had launchedÂ 9rasa.com, an e-commerce venture offering traditional and contemporary products. Note that, earlier this year Times Internet had shut downÂ its NRI focused e-commerce propertyÂ HutK.com, just as quietly it was launched back inÂ November 2011.Â A.M. Marketplaces also haveÂ launchedÂ Limeroad.com, aÂ Â social shoppingÂ platform targeted at women, which offers products from categories including apparel, accessories, home decor,Â and food.Â Indianroots also competes with online fashion retailers like Â Myntra.com,Styletag, India Today groupâ€™sÂ bagittoday, as well asÂ Fashionandyou.com.
This is one of the few sites from the NDTV group that doesn’t have the groups brand in the title. The last two that we can recall -Â NoGyan.comÂ (with tongue-in-cheek news) shut down a long time ago, and video venture Tubaah.comÂ now redirects to NDTV videos.