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NDTV Launches E-Commerce Platform Indianroots.com

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IndianrootsTelevision network NDTV has launched its e-commerce platform Indianroots.com, offering ethnic wear, reports NextBigWhat. FashionAndYou Co-Founder Rahul Narvekar had joined NDTV to lead the Indiaroots business earlier this year, shortly after NDTV had announced its plans to foray into e-commerce.

According to the publication, the platform offers ethnic wear from  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. 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 with e Utsav Fashion, Cbazaar and Jabongworld, among others. In October 2012, Ninety Nine Labels Pvt Ltd, the company behind 99labels.com, had launched 9rasa.com, an e-commerce venture offering traditional and contemporary products. Note that, earlier this year Times Internet had shut down its NRI focused e-commerce property HutK.com, just as quietly it was launched back in November 2011. A.M. Marketplaces also have launched Limeroad.com, a  social shopping platform targeted at women, which offers products from categories including apparel, accessories, home decor, and food. Indianroots also competes with online fashion retailers like  Myntra.com,Styletag, India Today group’s bagittoday, as well as 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 - NoGyan.com (with tongue-in-cheek news) shut down a long time ago, and video venture Tubaah.com now redirects to NDTV videos.

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  • Geetanjali

    Please let me know about openings in indianroots. I am waiting for this opportunity for last 1 months. Please mail me at geetanjalig306@gmail.com OR call: +919990175766

  • Aneesh Nair

    Hi Apurva,
    Thanks for bringing up the issue of automatic newsletter subscription. We are running a beta & in the process of fix it. Apologies for the inconvenience.
    Warm Regards,
    Aneesh Nair
    CIO – indianroots.com

  • Naveen Joshi

    Hi sir. Best wishes for this new venture !
    I represent an organization, here we assist E-commerce companies with their requirement for contractual workforce. Let me know if any help required regarding the same