Shopclues to promote Dharavi sellers on its platform

Last week, we heard about Shopclues’ plans to spend close to Rs 40 crore in advertising to target sellers into coming on board and selling on its platform. On the same lines, the ecommerce company has now tied up with Dharavimarket.com, in a bid to promote products made by artisans and craftsmen living in Dharavi, one of the largest slums in the world.

“Since our marketplace focus is on grassroots, entry-level products, the partnership with Dharavi slum dwellers directly fits within our portfolio of products. Our focus is not high fashion, mobiles or electronics, but category-based, non-branded, mass products appealing to customers in tier-2 and tier-3 cities,” said Radhika Aggarwal, co-founder and corporate vice president of Shopclues.

Shopclues – the first to leverage on talent in Dharavi?

Earlier in February this year, Snapdeal announced tie-up with Dharavimarket.com, to enable artisans and craftsmen to sell on the ecommerce giant’s platform. An initiative of Megha Gupta, Dharavimarket is a good example of leveraging on technology to promote the powerhouse of talent, Dharavi.