IndianRoots

About IndianRoots

IndianRoots.com was an e-commerce platform specializing in Indian ethnic and designer wear, operating as a subsidiary of the media conglomerate NDTV. Founded in 2013 by Rahul Narvekar and Shyatto Raha, the company was established to meet the demand from the global Indian diaspora for a connection to their cultural heritage through fashion. Rahul Narvekar, an e-commerce entrepreneur who had previously co-founded FashionandYou.com, brought his experience to the venture after NDTV identified the market gap. The company's primary business model was a curated online marketplace that connected customers worldwide with products from Indian designers, artisans, and brands.

The platform operated by showcasing and selling a wide range of products, including high-end designer apparel, hand-crafted items, and accessories. It featured collections from over 100 designers and more than 700 brands, with prominent names like Sabyasachi and Anita Dongre available. The business generated revenue through the sale of these goods, catering to a global customer base with the United States and India being its largest markets. The target clientele was initially non-resident Indians (NRIs) who missed access to authentic Indian fashion, but the focus later expanded to include the domestic Indian market. A key value proposition was providing a global sales platform for traditional artisans, helping them achieve fair prices by reducing the role of intermediaries.

Throughout its operation, IndianRoots secured significant funding to fuel its growth. The company raised a total of approximately $10-11.59 million over several funding rounds. Key funding events include a round in September 2014 from Astro Malaysia and a $5 million Series B round in May 2015 from the KJS Group, which valued the company at $85 million. These funds were intended for scaling up logistics, delivery mechanisms, and marketing efforts. The company reported a gross merchandise value (GMV) of Rs. 61 crores for the fiscal year ending March 2015. Despite its initial growth and achieving break-even status early on, the company faced financial difficulties, including mounting losses and issues with non-payment to sellers. Corporate filings indicate the company's status as "Strike Off," suggesting it is no longer operational.