NDTV enters e-retail

Indianroots.com showcases ethnic Indian wear from various designers

NDTV has entered eretail with its website Indianroots.com. The website went live two weeks ago and is currently operating in a beta version. The website boasts of more than 4 lakh visits already, even without any marketing initiatives having been started. NDTV has hired Ogilvy India for media promotions of the website. As the name suggests, the portal showcases ethnic Indian wear for men and for women from designers such as Anita Dongre, Meera and Muzaffar Ali, Malini Ramani and more. Brands available on the website include AND, Aurelia, Kilol, W etc. Accessories and home décor are also included in the collection while the bridal wear section will soon be launched. For now, there are only 600 products that are listed on the website and more will be added soon. The website is averaging 80 orders a day with average ticket size of USD 242. The prices on the products are on the high end, catering to the upper middle class and NRI audience.