voxpopclothing logoBlume Ventures and a few other unnamed investors have invested an undisclosed amount in VoxPopClothing, an e-commerce website that sells limited edition t-shirts related to superheroes. The site, launched in September 2013, is a licensee of character T-shirts for brands like Disney, Marvel, DC Comics and Star Trek. It also claims to have designs inspired by Dexter and The Game of Thrones, but we couldn’t find any on the site.

Apart from selling through their own website, the company is also offering their t-shirts via ebay. However, their products are not available in Flipkart or any other Indian e-commerce site.

UPDATE: VoxPopClothing informed us that they also distribute their tshirts to Flipkart and Jabong.

VoxPopClothing is also running contests to crowdsource designs and the winning designs will be later sold on the site. The winning designer will also receive Rs 10,000 as reward. Currently, it is running t-shirt design contests around these themes — shades of Mickeyless is moreretro artpower to the peoplerock and chemistry.

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Differentiation?

Though VoxPopClothing  has licenses to use superhero motives in t-shirts, it’s does not seem to be the only one with this license in India. Almost all the big players including Flipkart, Myntra, ShopCluesare are selling such tshirts, then there are sites such as WhiteKalia,  ThinkGeek and Planet Superheroes that sell only superhero and pop-culture merchandise. It remains to be seen what VoxPop does to differentiate itself from competitors in such a crowded and competitive, yet niche, market.

It would make more sense if they expanded their offering beyond clothing and started selling other merchandise based on their existing designs. Mumbai-based online art marketplace CrudeArea had similarly expanded its offerings from canvas prints to mobile phone covers, home decor and other lifestyle products. Similarly, VoxPopClothing could move onto selling mobile phone covers, mugs and other goods using the same licensed images. However, it is not clear if the company has licensed the rights to these images or if they have taken the license to use the brand name and created these visuals in-house.

Blume’s Other E-Commerce Investments

Blume Ventures had invested an undisclosed amount in series A funding for Bedbathmore, an online furnishing portal and $250,000 in Instamojo, an e-commerce platform for selling digital goods, earlier this year. It had also invested $1.2 million in Unamia, an online e-commerce portal which focuses on kids apparel last year, along with AngelPrime.