, an eCommerce store operated by Bigshoebazaar, has revamped its user interface, adding features such as social sharing. The website has also added mobile and DTH recharge options to its portfolio.

The revamped UI is clean and brings more content to the homepage. However, since it packs a lot of data at one location, it might confuse some shoppers. It has also added a commenting system, that lets shoppers add pre-defined thoughts like — ‘I am simply browsing, I will buy, I like it but will buy later’ and more. While the company has issued a press statement on the redesign, Mohak Gambhir had tipped us about the change, last week.

The website now displays content in a style similar to picture based social network, Pinterest. The portal also lets users create Pinterest-style boards, letting them pin products and sharing them with friends, logging in with their Facebook and Google+ IDs. It looks like the site intends to create a more social shopping experience.

Apart from that, the new ‘Wassup’ page features real-time updates on trending items on the portal. Yebhi has also added what it claims to be a more transparent and one-click automated returns where users can return the product without having to call the customer care.

Mobile/DTH Recharge

We also noticed a mobile/DTH recharge option on the site. According to a report by, Yebhi has partnered with all major telecom providers to offer mobile recharge and has built its own payment gateway for the same. When we tried to recharge our prepaid Vodafone number, the website did not provide us with popular recharge option suggestions. While many customers who recharge online might know the recharge options available,a lot of them are unaware of these.

As for the payment for the mobile/DTH recharge, the website supports Net Banking, Credit Card, and Debit card options. We noticed that the payment gateway for the mobile/DTH recharge is different than the one for products purchased from rest of the site, lacking the cash on delivery option. However, the website asked for our name, address, pin code, and email id when we tried to recharge, which we feel is completely unnecessary for registered customers, and might lead to users abandoning it in the middle. Similar to other mobile/dth recharge services, Yebhi also offers discount coupons with recharges.

While the new UI is a welcome change, we are a bit surprised with Yebhi’s entry in the extremely low-margin recharge business. Essentially, Yebhi now competes with existing mobile/DTH recharge players like, and, which was founded in 2009, re-branded its consumer facing portal from Bigshoebazaar, and has since then expanded its product offerings to include lifestyle categories. The company recently raised Rs 100 crores in Series C funding from Fidelity Growth Partners India and Qualcomm Incorporated and existing investors like Nexus Venture Partners and Catamaran Ventures. In July 2011, Bigshoebazar raised Rs 40 crore in a Series-B funding round from Nexus Venture Partners and Catamaran Ventures, an investment company backed by Infosys Chairman, NR Narayana Murthy. Prior to that, it had raised Rs 10 crore from Nexus Venture Partners.