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Shopclues aim to target 20% of total sales in Home & Kitchen category through Home Berry: Nitin Kochhar

Shopclues aim to target 20% of total sales in Home & Kitchen category through Home Berry: Nitin Kochhar

Tags: Home Berry, ShopClues, exclusive label

BY Shipra Srivastava  |  July 28, 2017  |  comments ( 0 )  | 

Nitin Kochhar has just come up with his exclusive label Home Berry. In an exclusive conversation with Nitin Kochhar, Senior VP, Categories, ShopClues sheds light on further category expansion from the brand. 

  What is the rationale behind launching Home Berry? What kind of products are introduced under this label? Would this label be retailed pan India?

ShopClues, India’s first and largest online marketplace has introduced its own home décor and furnishing exclusive label, called Home Berry. The exclusive label is an affordable range of bed and bath linen, including washroom towels and designer bedsheets with pillow covers. These products are designed for the Indian customers who want good quality branded furnishing but at affordable prices. This effort has been aligned with Shopclues’ merchant first approach where their top rated chosen merchants double as manufacturing partners and work closely with ShopClues to ensure control on quality, branding and pricing. This label will be retailed pan India, exclusively on

How much business is expected from new exclusive label? Also mention the starting and exiting price point of new line?

Keeping in mind the brand’s philosophy of providing quality products in a pocket friendly budget, products under the Home Berry label are priced below Rs. 500. By the next quarter, Shopclues aim to target 20% of total sales in Home & Kitchen category through Home Berry.

Presently, how many categories are there on Also mention, the largest and smallest category on ShopClues? Which category would be on focus as far as category expansion is concerned?

There are 4 business clusters and 15+ categories. Lifestyle in the biggest cluster for us and within that women clothing is the biggest category. Smallest category is Books. We are looking at significantly growing these business lines - Lifestyle, Refurbished and Home. 

Apart from Home Berry, would we be seeing any new Exclusive label across the categories in near future?

Presently, the categories on ShopClues include Fashion (men and women), Mobiles and Electronics, Home and Kitchen, Baby and Kids, Sports and more. The Home Berry label is the first launch in the Home & Kitchen category, and ShopClues plans to launch exclusive labels in the future in fashion and even electronics. The latest category launched on the ShopClues is Re-New gadgets, an industry-first move to organize a marketplace dedicated to quality unboxed and refurbished mobiles and electronics. 

 What are your plans for fashion category which is usually leading category? These days technology is ruling the fashion category. What kind of innovations the company has deployed to bring personalization and enhance experience?

With over 2 Lakh Merchants and 4 Million Products, India’s largest online marketplace ShopClues has a robust and leading fashion category. The Unicorn has targeted the online fashion business in a distinct segment with a differentiated approach. ShopClues is focused on value & mid-price segments which today comprises 75% of the online fashion market.

In an online marketplace that has more than 100 million monthly visits, ShopClues has revolutionized the Mobile app platform, so much so that 70% of ShopClues users come from Mobile and App and 35% are Frequent buyers, 50-60% of which are repeat buyers. The Unicorn is also a strong proponent of Predictive analytics developing a research system. ShopClues presently has 100% level prediction through Artificial Intelligence that is achieved through excellence and insight mining in consumer call centre interactions, on-platform interactions (Both website and app), Returns, post order experience, consumer feedback etc.

At ShopClues, User Experience (UX) Trumps User Interface (UI). This enables the growth of the fashion as a category, as its nature involves the entire shopping experience, not just the product. 

At last, kindly mention the growth plans of the organization?

ShopClues has always been proud of the fact that they are the preferred e-commerce destination for Bharat, the tier 3 & 4 towns of India. In the age of brands and labels being launched almost every day for the urban population of India, we are catering to the other side of India, which is looking for branded affordable home décor solutions, which can help them make their homes look good. Moreover, the products in our exclusive label are painstakingly selected and developed from our dedicated merchant partners who have been working with us for years. We provide quality and amazing range, and most importantly, value. This is just a beginning for us. We look forward to launching exclusive labels across categories in the future, to bridge the gap of good value labels in the market.

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