Delhi based television network NDTV’s ecommerce portal Indianroots.com has gone live without much fan fare. We’d reported on the company’s plans to foray into e-commerce in May.
The website is in beta for now and will be launched officially by the end of next week. The ethnic wear website by NDTV group features 80 designers and 300 brands. Work of three designers has been made available currently with others being added gradually. E-tailer ships globally and has no cash on delivery option.
Rahul Narvekar, CEO, NDTV Ethnic Retail told NextBigWhat:
The portal has seen a good traction since its launch. It has received 1800 visitors and more than 80 orders with 50% of the orders coming from US customers. The average order size is around $285.
The media group has not begun marketing the site and is testing the platform before launching publically. NDTV has been driving traffic from its blog, said Narvekar. The company’s blog has witnessed more than 4,25,000 visitors and it has more than 2000 Facebook likes.
The products on the site look like they are targeted at the premium segment. An average order size of $285 is quite high for any e-commerce venture. However, since it is targeted at the Indian diaspora, it makes sense not to sell cheaper goods.
In an earlier interaction, Narvekar told NextBigWhat:
The current etail market in India seems to be overcrowded…Moreover, online shoppers in India have been pampered with discounts and freebies, so for NDTV – targeting global Indians diaspora make sense.
Logistics, which always has been challenge in domestic space, is far more matured in foreign countries, and unlike Indians, NRIs don’t change their decision post purchase, which essentially means less # of returns. With the site focused for global Indians NDTV will weed out Cash on Delivery (COD) pain, which presently drives significant (40-50%) of transaction in domestic market.