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POPxo, the digital community for women, has announced the launch of its e-commerce platform selling private label merchandise. The platform is all set to enter the world of retail with products that are well-priced and designed to appeal to the millennial audience.

Priyanka Gill, Founder and CEO, POPxo, said, “Millennial women are a large and under-served market, especially in the lifestyle products category. The POPxo e-commerce platform will create and sell product lines, especially for them. We already know what appeals to women online – our private label is a natural extension. Content, community and commerce have always been our mission and with this launch we solidify our position.”

“We are uniquely placed as the marketing costs for our ecommerce platform are very low. We already have millions of women who engage with POPxo content on a daily basis – now we hope to wow then with our private label offering,” she added.

Vani Kola, Managing Director, Kalaari Capital, said, “POPxo has established itself as a content-platform-of-choice for young women in India with a strong community of over 17m users. We believe that commerce is the most logical step for the company at this stage. The lifestyle products market is fragmented and women-centric, and POPxo’s private label can service this market really well through its rich data-driven personas and enhanced personalisation.”

With five collections to suit every mood and personality, the content giant is offering lifestyle produces like laptop sleeves, tote bags, multi-purpose pouches, phone covers, etc. They will expand into fashion and beauty over the next few months.

Shubham Jain, Business Head, E-commerce at POPxo, said, “From design to production and distribution, we are running the entire process in-house and via our partnerships with service providers. It is very exciting to launch ecommerce for an established brand, loved by millions as we have a large, established buyer base and proven marketing strength.”