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Women-centric digital content platform Popxo forays into e-commerce

Women-centric digital content platform POPxo is now selling products ranging from notebooks to cushion covers.

The platform, known for its stories, videos and social media content about fashion, and other things from a female perspective, see the foray as a natural progression resulting out of content product growth.

“We realise that there is no strong female millennial product brand in the market right now and that’s why we decided to use the information we have to create a collection of products with strong design language around it,” said Priyanka Gill, chief executive of POPxo to ET.

Founded by Priyanka Gill and Namrata Bostrom in 2014, it now claims to have the user base of 17.5 million, 82 per cent of its users are female in the 18-35 age bracket.

The platform claims 70 per cent of POPxo traffic from outside the top five metros in India.

Meanwhile, Entrackr visited the e-tail site being referred to as POPxo Shop, which went live last week, showcase products such notebook, phone covers, laptop sleeves, coffee mugs and cushion covers, among others.

It currently claims ship all orders within 2 business days. It has Paytm as its payment partner.

The company claims to be a one-stop inspirational shop for all kinds of fashionable things.

Beside a huge fan following on social media such as Facebook, Instagram, and YouTube, POPxo also engages its users through the mobile apps (iOS and Android), where users post queries and create a community for like-minded girls.

POPxo has partnered with over 250 consumer brands such as Hindustan Unilever, Puma, Whisper, Tanishq, OPPO, L’Oreal, Reliance, and Amazon through native advertising and large-scale influencer activations.

In April this year, it had raised Rs 37 crore in a round led by Chinese Mobile company Oppo and South Korea’s Neoplux.

Last year, the firm raised $3.1 million led by IDG Ventures India and Kalaari Capital.

The startup had also raised Rs 3 crore from Rajan Anandan, CaratLane’s Mithun Sancheti (via Chennai Angels), and others. It also raised an additional $2 million from IDG Ventures and Kalaari Capital in November 2015.

POPxo competes with players such as MissMalini and Femina.

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