As the name goes, social commerce is when social media enables commerce, i.e. businesses leverage platforms like WhatsApp, ShareChat, YouTube, etc., to curate, promote, and sell products.
 And, that captures the essence of the platform, which calls itself 'Bharat Ki Dukaan' and plans to reach 400 million first-time internet users in India’s Tier III, IV and V towns and villages. Co-founder and CEO Nitin Gupta tells YourStory, “Most of the consumer internet in India has been built for metros and Tier-I cities. Businesses were cloned and copied from China and elsewhere. We saw an opportunity to build for small-town India, where content consumption was happening due to the smartphone and data revolution. But, there was no unique indigenous commerce model until now.”

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