Indianroots, NDTV’s e-platform launched

Television network NDTV has unveiled its e-commerce platform

Indianroots.com, offering ethnic wear. Earlier this year, the company also roped in FashionandYou Co-Founder Rahul Narvekar to lead Indiaroots’ business.

The newly launched e-platform offers ethnic wear range of 80 designers such as Anita Dongre, Krsna Mehta, Karieshma Sarnaa, Malini Ramani and 300 brands. The product portfolio includes products for both men, women, and in categories such as bags, wraps, work accessories, and home & living. The website would also cater to the overseas market, shipping globally, and accepting credit/debit card and PayPal for payment. Unlike other leading e-platforms, Indianroots does not have cash on delivery feature.

The website is being promoted through its blog called 'Daily', which has a style guide, information on wedding fashion, Bollywood fashion, apart from segments like ‘living in India’, travel and food and festivals appealing to the global visitor. The blog also carries guest contributions from wedding planner thedelhibride, travel photographer Dennis Jarvis, and Nina Patel of the Asian Fashion Journal.

This is one of the few sites from the NDTV group that doesn’t carry the group’s brand in the title.