Fashion portal BandraRoad launched by former Freecultr CEO

An e-commerce venture BandraRoad is the latest newbie in town. Founded by entrepreneur turned investor Sujal Shah and two other co-founders the venture was started with an undisclosed investment. A blog of the same name was successfully running on Bollywood portal MissMalini.com. Shah was formerly the CEO of Freecultr, a venture-backed, omni-channel retail company.

The other two founders are TV actor Surelee Joseph and fashion stylist and consultant Marvin D’Souza. The fashion e-commerce portal, which is run by Mumbai-based Bandra Road Advisory Pvt Ltd, went live earlier this month. Its first collection is called ComfortWear and offers seven styles for men and women with clothing priced between Rs 499 and Rs 1,899. BandraRoad’s fashion wear is targeted mainly at joggers. Shah believes that the portal would redefine the jogger category in India. In the West, it is already a growing category.

The company earns its revenues through native advertising from its content blog on MissMalini.com besides sales from the newly launched e-commerce portal.

On board is also Sureetee Rai, a former head of sourcing at Freecultr and presently with Lenskart.