Trell

Initially, Trell operated as a community-based platform, enabling users to create and share videos in their native languages, centered around lifestyle interests such as fashion, cooking, and travel. This model positioned the company within the burgeoning social commerce market, targeting the next wave of internet users in India. The platform's primary function was to allow users to share reviews and experiences, which organically evolved into a video-centric discovery platform for lifestyle and e-commerce products.

The business model focused on monetizing the user-generated content by integrating commerce. It allowed users to purchase the products featured in the videos directly through the platform, creating a seamless 'watch-and-shop' experience. Trell earned revenue by taking a commission on these transactions, effectively acting as a video-led marketplace. The target audience was broad, encompassing anyone interested in lifestyle content and online shopping, with a particular focus on users from Tier 2 and Tier 3 cities in India.

Despite securing significant funding, including a $45 million Series B round in 2021 from investors like Mirae Asset, H&M Group, and Samsung Ventures, Trell faced considerable challenges. In 2022, the company underwent a major restructuring and reportedly shifted its focus towards a new direct-to-consumer (D2C) brand in the teen and tween personal care space. This pivot marked a significant departure from its original social commerce model. Reports from early 2023 indicated the company was ceasing its operations and exploring options for selling its remaining assets.