Sanjay Sethi and Radhika Aggarwal: Leading ShopClues to Success with Innovative Strategies

Meet the dynamic duo behind ShopClues, CEO Sanjay Sethi, and CBO Radhika Aggarwal, who have been instrumental in taking India’s online marketplace to new heights. With a keen focus on unbranded categories and catering to the diverse needs of Tier III and IV cities, they’ve led ShopClues to redefine e-commerce in India. In a strategic move to expand their presence and cater to the ever-evolving demands of Indian consumers, Gurgaon-based online marketplace ShopClues introduced Home Berry. This exclusive label, part of a series of in-house brands, targets the affordable home decor and furnishing market.

Home Berry’s product line includes a variety of bed and bath linen, such as designer bedsheets with pillow covers and washroom towels. Radhika Aggarwal, Co-founder and CBO of ShopClues, expressed the company’s commitment to addressing the needs of the value-conscious Indian consumer looking for affordable yet quality home decor solutions. With ShopClues’ launch of Home Berry, they’re focusing on unbranded categories in Tier III and IV cities. Their aim is to bridge the gap in these markets by offering affordable home decor solutions. The brand resonates with ‘Bharat,’ emphasizing loyal buyers, frequency of purchases, and other key indicators over Gross Merchandise Value (GMV).

Nitin Kochhar, Senior VP – Categories at ShopClues, highlighted that the preparations for Home Berry started a year ago, focusing on the unbranded sector. While established brands like Bombay Dyeing exist, there’s a significant scarcity of such brands in smaller cities. ShopClues aims to fill this gap with Home Berry. When questioned about potential competition with other sellers, Nitin Kochhar welcomed it, emphasizing that competition leads to better customer experiences and increased sales. The philosophy of offering value for money positions Home Berry products at prices below ₹500. The brand is designed for positive cash flow from day one, and it is expected to deliver better margins than the average 35-40 percent in other products. While rivals like Flipkart and Amazon have launched private labels targeting the upper-middle-class segment, ShopClues is reaching a different market by offering three bedsheets for just ₹999. Sanjay Sethi believes that capturing the unstructured categories and the ‘Bharat consumer’ segment requires a distinct approach to scale and profitability.

By the next quarter, ShopClues aims to capture 20 percent of total sales in the Home & Kitchen category through Home Berry. The brand’s future plans include expanding into products like bean bags, curtains, rugs, cushion covers, shoe racks, and wall clocks by Q4 2017.

ShopClues is gearing up for an IPO by Q1 of the next year, and the business continues to grow profitably. With the introduction of their exclusive label Home Berry, ShopClues is making strides toward realizing their goals and bringing innovative solutions to the ever-evolving e-commerce landscape in India.

Sanjay Sethi and Radhika Aggarwal’s dedication and strategic vision have played a pivotal role in ShopClues’ journey towards success, offering quality products that cater to the diverse Indian market, with a focus on value and affordability.