Shopclues opens Diwali Mela with ethnic touch

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Updated: October 29, 2015 10:06:20 AM

In a move which is akin to taking Diwali Melas online, Shopclues, the fourth largest pure-play e-commerce platform, has opened on its website what it calls the Diwali Mela market, where it is selling cow dung cakes, lighting “Om”, idols, disco LED lights, puja plates, and a host of unbranded items at unbelievable low prices — hundreds of them at prices below Rs 100.

ShopCluesThe collection that Shopclues has put together for the mela market is not a common one, and most of it is unavailable on other e-commerce platform.

In a move which is akin to taking Diwali Melas online, Shopclues, the fourth largest pure-play e-commerce platform, has opened on its website what it calls the Diwali Mela market, where it is selling cow dung cakes, lighting “Om”, idols, disco LED lights, puja plates, and a host of unbranded items at unbelievable low prices — hundreds of them at prices below Rs 100.

Shopclues is not only competing with the larger shops of the vicinity that sell unbranded items, but also with the roadside vendors who temporarily set their shops during the festive season. Shopping from Shopclues has its own benefits apart from cheap rates. “The products can be returned, exchanged and there is a minimum quality guaranteed,” said Radhika Agarwal, co-founder of Shopclues.

In five days since Shopclues launched the Diwali Mela market, it has processed 1.25 million orders, worth R100 crore. “The average transaction size on the mela market store is R800, while on the platform the average ticket size is R1,600,” said Agarwal. Each order contains about three to four products.

There are 2,000 types of products available on the online mela market. Like the products, the sellers are also mostly very small traders having their first taste with e-commerce. “These are very small and deprived sellers,” said Agarwal.

Shopclues made a list of specifications especially for product listing and gave out to the sellers. Based on those specifications sellers listed their products.

Agarwal said that some of the sellers were completely seasonal sellers who only host their products on the mela market, but then there are also some regular Shopclues sellers, who have put together a different assortment of products catering to the festive season demand.

The collection that Shopclues has put together for the mela market is not a common one, and most of it is unavailable on other e-commerce platform. Unbranded utensils, clothes, plastic wares, toys, and other household items make for most of the products available on the mela market store. Even low cost mobile handsets, and electronic items like memory cards and flash drives of lesser-known brands are available, but that make up for only 5% of the purchases.

However, for unstructured products, Shopclues has competition from Paytm and Snapdeal — both sell some products that compete with Shopclues. However, at least Snapdeal is largely focused on better-known brands.

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