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The Hatch Backs Online Merchandise Platform Postergully.com

Startup accelerator and incubator, The Hatch has added Postergully to its portfolio of startups.Postergully will receive mentorship and will be able to use space on The Hatch’s virtual incubation campus. The accelerator will also be investing in the startup, although it hasn’t disclosed how much.

Founded by Bharat Sethi and Anuvi Srivastava, Postergully was launched in March 2012. Postergully is an online store for posters, art prints, key−chains, stickers, and badges of bands, brands, schools & colleges. The posters are priced anywhere between Rs 99 to Rs 1100. It provides posters in various sizes: maxi, mini, 3D small & big, door and art posters. The company also plans to add sweat shirts and other merchandise. The site also features a pinfeed segment which pins the most recent views by users visiting the site, making discovery easier.

The Hatch has already backed 16 startups in the first year of its operation, including concept-stage startups like Tune Patrol, Allschoolstuff, Mera Gaon Power, ChekMeIn, I-Dream and Scooze among others.

Competition & Challenges

Postergully essentially competes with generic eCommerce websites that offers posters including Flipkart, Infibeam and others. However, we found that posters at Postergully are cheaper than other eCommerce sites and it also offers posters in variety of sizes. However, Flipkart and Infibeam offer far more variety in posters than Postergully.

While Postergully does offer posters and other merchandise in lower price range, its ability to gain trustworthiness of a consumer remains a challenge. As of now Flipkart and Infibeam have an advantage when it comes to brand value and trustworthiness. It remains to be seen whether Postergully can take advantage of its low pricing. Apart from that, what stops eCommerce giants like Flipkart to lower their pricing?

Another challenge the the company might face is that though people do buy posters, the segment is really niche. From our social circle only people in professions such as advertising and Design are still interested in buying posters. Sooner or later, the startup will have add other merchandising options – more people, in our opinion, are likely to buy clothing and apparel with design, and more frequently, than just posters.

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