Ecommerce, News

No more

Mumbai based, online e-tailer for Indian & international branded apparels, seems to have seized its operation, as the website is no more available on We tried reaching Aashish Puri, Co-founder, to know the exact scenario, but was not able to get any response on the matter.

As per Alexa, the website has also witnessed fall in traffic in past few months, and there has been no update on Facebook and Twitter page of from Mid-April, denoting a silent exit for the online retailer. As per previous rumours the company was also looking for a possible merger with, though both Aashish and Arun Sirdeshmukh had denied any such rumours at that time.

The company had started seizing its operations last month and had shut its office in Delhi and Bangalore around 10 months back. As per our sources the main reason for the shutdown was that the owners were not clear on how to take the business further, as no long term plan was prepared while starting the business. was launched in May 2012 by Aashish Puri and Suraj Sharma. Within few months of it’s launch, announced its Series A funding which it raised in February 2012 from Partech International, venture capital firm based in France & Silicon Valley and 3 angels which are retail families of Europe. The company was looking to raise USD 5 million in series B within few months, however, being not able to raise funds could be one of the main reason for its shut.

Interesting thing to note is that, Suraj Sharma who is one of the founder, had completely removed his credentials of being part of from his Linkedin profile, where now he mentions himself only as the Director of Denoting a conflict kind of a situation in the company. Though we tried contacting Suraj, but couldn’t reach him too. adds up on to the list of successfully shutting down ecommerce business in india. Other players that have recently shut down includes Seventymm,, Timtara and several more falling shortly.

The shutdowns happening clearly represent the change in the perception of VC’s from Gold rush to a marathon approach and not risking on to more ecommerce startups. Still other players who were able to attract survival/growth funding in the sector includes Healthkart, CaratLane, Shopclues, Yebhi, Snapdeal, Zovi, Babyoye.

Have ideas to share? Submit a post on iamwire


  1. 1

    Such a company had to shut down…they had no business processes in place and were looting customers.

    I once bought 8 dresses in Dec’12 ..and since they did not fit well …i kept just one…wished to return 6 and asked for a size exchange on another…

    Their return policy stated they had a reverse courier pick up facility,…but when I called them they said they have not started the same an I will have to self dispatch the same….each dress costed nothing less than Rs. 3000….too much risk for a customer to bear…and guess what they reimburse only Rs 100 towards dispatch charges incurred by the customer….

    Anyways i dispatched these dressed using professional courier service…the parcel was delivered to in a day….but guess what even 5 days after having received the dresses they said they had not received them…when the courier company confirmed they had delivered it and sent me a copy of the proof of delivery…rock. in the said they received the parcel but received only two dresses instead of seven…and refunded me for only 2 dresses and I had to bear the loss of 5 dresses…total damages of close to Rs. 15000….good way to cheat customers and make money to an already sinking business….

    they did not have a system to track inward parcels as well as no video recording of who opened the parcel at their end etc…pathetic…so easy for warehouse personnel to probably play foul or for the company as a whole to cheat innocent customers

    Glad they shut down…!

  2. 2

    This was expected with the kind of blind investments VCs did in the Indian eCommerce ventures. The consolidation process has begun and there will be lot of mergers, acquisitions and surrenders..

    It would not be surprising if we see a similar bubble burst we saw for the IT industry a decade back..

    There are very few online businesses which hold some core values and their businesses are driven by those core values. Rest of them are just part of the rat race…

    My best wishes are with the survivors…

  3. 3

    A real shame as they had put together a very impressive business. I know they were long being courted by and had agreed terms with so this comes as somewhat of a surprise.

  4. 4

    Suraj Sharma was a guy who thought he knew everything & all the rest were idiots..with his fake US english accent he tried to act very smart..destiny & karma has put him rightly in the place he belonged…

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>