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Ananya Birla launches online home decor platform CuroCarte


KM Birla’s daughter Ananya Birla has launched CuroCarte, an ecommerce platform which offers premium priced home accessories and decor collections and individual items. According to Mint, Svatantra Online Services Pvt Ltd, the parent company, has been set up with an initial investment of Rs 6 crore and look to raise funding in a year. Birla will be the founder and CEO, while Kanupriya Verma the COO.

The website is live for India and will have products from 9 countries including India, France, Spain, Portugal, Thailand, Vietnam and Indonesia. Birla said that the products on CuroCarte will be sourced directly from the makers. The company may also sell through offline exhibitions and physical stores in addition to ecommerce in the future. Its logistics tie up is unclear, but it stores the products it acquires.

According to the website, only 3x of an item can be ordered. It also states that in case the order value exceeds Rs 200,000, the company will need to verify the user’s PAN card details, “which would take some time.” The payment options are cash on delivery (only for up to Rs 20,000), PayPal, credit/debit cards and net banking. A (funny) FAQ from the site:

I want to place an order but my debit/credit card is getting rejected!

Your order value might be exceeding the credit/debit limit, thus causing your card to get rejected. You may have also entered incorrect card details, so rechecking those might solve the issue. If there is any other problem, you can send us a screenshot of it to support@curocarte.com.

Abof launch:

In October last year, the Aditya Birla Group launched an online fashion portal called abof that listed clothing and accessories for men and women, both from Aditya Birla’s brands as well as curated clothing from other brands. The company would essentially start aggregating brands and merchants that are not sold under its fashion umbrella.

TrendIn shuts down


The Birla Group used to offer a fashion ecommerce store by the name TrendIN.com, launched back in 2013, but now seems to have shut down, given the website asks users to redirect to individual brand websites of Peter England, Van Heusen, Louis Philippe and Allen Solly which are sold by Madura Fashion & Lifestyle. Madura Fashion functions under Aditya Birla Fashion and Retail Ltd, and was previously known as Pantaloons Fashion and Retail Ltd. ABFRL was basically the result of merging Pantaloons and Madura Fashion.

Also read: Big Bazaar Direct to shut down as Future Group focuses on omni-channel

Our ecommerce coverage.

Image used for representation purposes only.

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