The E-Commerce Digest: From Diapers to Dart Boards


E-commerce has always been a domain that has created tremendous buzz amidst both entrepreneurs and investors. was one of the biggest homegrown e-commerce brands in the country till it was acquired by eBay. Baazi sold everything, from mobile phones to home essentials.

Today, however, the real excitement seems to be in e-commerce destinations serving niche interests. The members-only, high end online apparel retailer Fashion And You raising $8 million in funding from Sequoia Capital can be stated as an example. Keeping that in mind, we at YourStory give you the heads-up on a bunch of promising startups in the e-commerce space.

Name of the venture: Hush Babies


Based out of: Coimbatore

Description: Started by a mother who happened to be an e-commerce professional, the business idea behind Hush Babies is crystal clear - to make available an entire product range for babies and mothers, with a focus on safety and health. Currently, they sell toys, books, healthcare items, baby care products, clothing, furniture and other essentials for the new mother. They also claim to be a direct importer and distributor for popular 'baby & mother' brands.

Name of the venture: Magazine Mall


Based out of: Gurgaon

Description: As the name suggests, Magazine Mall specializes in the sale of publications in the magazine category across India, with reading material put together as 'packs' depending on interests addressed and verticals covered. At present, they sell 'family packs' (magazines to suit the interests of various members of the family), 'professional packs' and even a 'corporate pack'. In addition, they also allow customization of 'packs' based on individual preferences.

Name of the venture: Indian Gifts Portal


Based out of: Lucknow

Description: Indian Gifts Portal is a business idea that seeks to ease the process of gifting by offering a wide catalogue of gifts with a great degree of customization. They specialize in Indian products and allow users to create an address book of regular recipients. The option of reviewing past orders is also available. Gifts are classified using various parameters like occasion, gender, age, etc. They even claim to delivery of your gift anywhere across the world..

Name of the venture: Perfume2Order


Based out of: Gurgaon

Description: This startup has a simple agenda - to offer genuine perfumes at the best possible price. They feature perfumes brought out by a host of world-famous brands. In addition to the brand-based listing, the perfumes on sale are also classified on the basis of gender. They even feature kids' perfumes and deodorants. The most interesting feature is the 'request a perfume' option which allows users to post an inquiry about a perfume that is not found on the site.

Name of the venture: Playground Online


Based out of: Bangalore

Description: Playground Online retails products from leading brands covering the entire gamut of sports equipment including game-specific goods, accessories, footwear, books, media titles and more. In fact, the best descriptor for Playground Online would be 'sports e-store'. They offer special prices for bulk deals and also have a 'no-questions-asked' 15-day return policy. The most interesting section, however, is the 'Fan Shop' which features jerseys and memorabilia, aimed at football and cricket enthusiasts.

We at YourStory wish each of these startups all the very best. If you have bought from these sites before, please do share with us your experiences and also, your thoughts about this story. You can write to us at

Sriram Mohan | YourStory | 3rd February | Bangalore