Mall91

About Mall91

Mall91, legally known as Rovi91 Innovations Pvt. Ltd., is a social commerce platform established in 2018. Founded by Nitin Raj Gupta, Shubham Paramhans, and Anshul Bansal, the Noida-based company targets the next 400 million internet users in India's Tier II, III, and IV cities and beyond. The founders identified a gap in the market, recognizing that most e-commerce platforms were designed for urban, English-speaking consumers, leaving a vast, vernacular-speaking population underserved.

The company operates on a direct B2C aggregation model, which it terms "network commerce." This model leverages users' social networks, encouraging them to bring friends and family onto the platform to form buying groups, which unlocks discounted prices. Mall91's revenue is generated through the sale of a wide array of products, including electronics, mobile accessories, apparel, jewelry, and home decor. The platform is specifically designed to cater to vernacular users, offering its interface in multiple Indian languages like Hindi, Tamil, and Bengali to overcome language barriers.

Mall91's application integrates e-commerce with social engagement features to create a comprehensive user experience. It combines live video shopping, similar to a TV shopping channel, with gamification, chat functionalities, and social content sharing. A key feature is the use of local language voice recognition for product discovery, allowing users to speak into the app to find items, and a WhatsApp-like chat interface for a simplified checkout process. This multi-faceted approach aims to make the platform a daily destination for its target audience. To bolster its supply chain and empower its seller community, Mall91 acquired ERP solutions provider StompMarket in December 2019. The company has secured a total of $8.66 million in funding over two rounds, including a $7.5 million Series A round in October 2019 led by Go-Ventures.