Brief History

Yebhi began as BigShoeBazaar.com, has a registered user base of about 1.5 million people, of
whom about half a million have transacted on the site. Incepted in August 2009, Yebhi.com is
a one fashion store, that follows the principle of BUY FIRST & SELL LATER, in order to
ensure the latest, and quality product offerings to its customers. the journey was not devoid of
hiccups. There were apprehensions from suppliers side after they commenced the business,
they too vanished with time. As any other nascent industry, online retail is such that it
requires time to gain trust of other economic agents. Hence, one challenge was to convince
major brands manufacturers and suppliers that online retail can generate large volumes. The
last 10 yrs of online retail scenario had given them a perception that online retail is very small
and perhaps even an insignificant channel where putting their resources may not be such a
good idea. Online shopping was synonymous with surplus or sub standard inventory. This
perception had to be changed, fast.
Hence to ensure credibility, Yebhi made bulk purchases of the latest fashion and style
products, and ensured a comprehensive, three step stringent quality check process, before
taking the products to the customers. This in turn, facilitated a smooth supply of goods and
ensured dispatches within 24 hour of the order. Yebhi.com has already crossed an important
milestone of shipping 1, 00,000 Units in Single month.
Nexus Venture Partners and N. R. Narayana Murthys Catamaran Ventures invested Rs 40
crore in Agarwals company in mid-2011. On July' 10th 2012, Big Shoe Bazaar India Pvt Ltd.
owner of Brand Yebhi.com announced that it has raised INR 100 Cr in Series C round of
funding led by Fidelity Growth Partners India and Qualcomm. Subsequently, in April 2013,
its site was revamped, along with a new logo. On 4 September 2014, they changed their
business model to coupon store and served Flipkart, Jabong, Myntra, Zovi, Koovs & Zivame
as their clients
Yebhi has been scaling down its employee count, amid speculation that it has been unable to
pay suppliers and vendors for the last seven-eight months. The company runs the risk of
being shut down if it does not arrest the slowdown, say sources. Sources attribute the
companys failure to its inability to raise fresh capital in the face of increasing competition
and its constant tinkering with the business model. The company started as an online
footwear store in 2009, but changed its model in 2011 to sell fashion and apparels and then

became a marketplace after its competitors such as Flipkart, Myntra and Snapdeal changed
their respective models.
There were 300 employees in March 2014 and now it is less than 100. There were lots of
issues at company like late payments to sellers and even employees. Several sellers de-listed
themselves from the site.

Website Traffic
Alexa Global Rank: 43,790
Alexa India Rank: 5,385
Daily Unique Visitors:
Monthly Unique Visitors:
Daily Pageviews:
Daily Time on Site
Mobile downloads

23,472
704,160
62,202 (2.65 per visitor)
1:34
300K

Yebhi receives about 23,472 unique visitors and 62,202 (2.65 per visitor) page views per day
which should earn about $187.78/day from advertising revenue. Estimated site value
is $454,744.18. According to Alexa Traffic Rank yebhi.com is ranked number 43,790 in the
world and 0.0051% of global Internet users visit it.
Page views per visitor and daily time on site reduced by 9.51% and 15% respectively. This
clearly shows that the performance of the site is degrading considerably. According to
Hindustan Business Line, the reason for sites poor performance and poor customer
attractiveness could be attributed to:
Fund crunch
Yebhi.com ran into trouble years after years being unable to scale up and raise funds.
According to CrunchBase data, the firm has raised $40 million (around 240 crore) since its
inception from investors such as Nexus Venture Partners, Fidelity Growth Partners,
Qualcomm and Narayana Murthy's Catamaran Venture. In contrast, companies such as
Flipkart, Myntra, Jabong, Fashionandyou and Snapdeal have been able to attract new
investors every year.

More problems cropped up after co-founders Nikhil Agarwal and Rahul Jain quit over
differences with Manmohan Agarwal in January this year. Soon after, the company witnessed
several high profile exits, including Chief Business Officer Nikhil Rungta, who had joined
the start-up from Google India.
Besides, its tie-up with railway ticketing portal IRCTC to sell fashion failed as consumers
went to IRCTC for booking tickets and not with the intention to shop.
Strong competition
Industry experts say if Yebhi fails, it could trigger a major consolidation in the countrys
booming $3.5-billion e-tailing industry. I believe companies at times put innovation on the
backburner and fall behind their more innovative competitors. This is what happened at
Yebhi, says Ashish Jhalani, founder of consultancy firm E-tailing India.
David Abikzir, Chairman of another consulting firm Nymex Consulting, says Yebhi didnt
take into account the repercussions of Amazons arrival in India on the market and was
unable to ramp up its offerings at the same speed and level as its competitors did.Arvind
Singhal, Chairman at Technopak Advisory, says Yebhi tried to change its model too many
times, thereby confusing the consumers.
That apart, e-tailing at the moment is a high capex consuming business, where most of the
investment goes to acquire new customers through high decibel marketing campaigns.

Funding detail:

$12M

Apr 2013

Fidelity Growth Partners India, Qualcomm, Nexus Venture Par

$18M

Jul 2012

Series C

Qualcomm, Nexus Venture Partners, Fidelity Growth Partners

$9M

2011

Series B

$1M

2010

Series A

Nexus Venture Partners, Catamaran Ventures

Build-up of suppliers and supplier relations:

Since, Yebhi has changed its business model from a e-commerce site to a
product aggregator so it dont required to maintain warehouses and

logistics services because the storage and delivery is done by the

partnering websites.
For company which has product discovery models like Yebhi, Collaborating
with the other major fashion players become very essential for them.
Major partners:
Yebhi.com, has started aggregating products from international online etailers. Currently products from three fashion e-tailers, Asos.com,
Shopbop.com and Forever21 are available on Yebhi.
At present products from international brands like Asos, Free People, River
Island, New Look, Tory Burch, Vince, Rag and Bone among others are
available on Yebhi, across categories like, apparels, shoes, jewellery,
innerwear, sports and bags.
Overall Yebhi lists over 150,000 products from its international partners,
including over 100,000 from Shopbop, over 48,000 from Asos and around
4,000 from Forever21. Yebhi also claims to have partnered Macys, though
none of its products are currently listed on the website.
Yebhi currently aggregates products from 30 online stores, including
Flipkart, nineteen, HomeShop18, Zovi, Lenskart and Myntra among others
and lists over 3500 brands on its website. In return for making purchases
on other sites, the company offers users Yebhi Coins, which can then be
used to buy gift vouchers and other coupons.

Revenue:
Yebhi had a GMV of 250 crore in 2013

Year
2013
2012

Revenue
Rs.88.62 crore
Rs.47.1 crore

Loss
Rs.65.63 crore
Rs.47.16 crore

A review of the home page to review the

storefront, a review of other pages to comment
on general interiors, store layout, product
display, checkout counter and upselling
techniques employed to enhance customer
experience.

Parameters
Company name and positioning

present

Login link

present in the home page.

Show the product lines carried

Showed

Use graphics as display windows and

icons as access points

Used

Distinctive look and feel-look

Very simple not distinctive

Provide all contact details-

Contact details provided at the

customer care link but details are
showing in paragraph , all question
answer are coming together.
It is really impossible to find out a
particular question.
Also no contact details , company
policy link are in the bottom of home
page.

Be highlighted in various search

engines
Social media presence

Search engine ranking

Facebook,Twiter,Printrest,Youtube,Link
edin ,G+ ,Link for downloading app
from Google app store, TV, Print

Google search 12 Bing 5

General Interior

Background is white . No audio player is used

Home
page is promoting shops(collection of product purchased by a
customer.) created by customer and some of the celebrity look.
Whereas the design of the page is poor. Taking time to scroll down the
page of the page. Also confusing as celebrity. Look & shops coming all
together.

Instructions about how to use the site-no such instruction only one
customer care link is provided which is very difficult to read.
Information about the company -one link is present.
Product search engine is there .
Shopping cart is not available.

Shopper login to enhance customer loyalty.-login link is in the

home page.

Store layout
Layout of each page-Grid layout .
Any selected shop page: Showing all collection of that shop.
Space for leaving comments.
Also option to share all these with face book & twitter.
Other Pages: For all other pages no sharing option is visible.
General to all pages:
Proper seller information , cash coin details are present.
But in show more details section details are coming with backend
code.
Links to move from page to page-links are working. To buy any
product Yebhi is directing to other e-commerce websites. After that
you have to order from that site only .Also availability of product is
not updated properly.
Clicking on the photo leading to the sellers site. To view it on Yebhi
you have to click on product info link which is barely visible & may
confuse customers.
One can select particular vendor to do shopping. But some option
like department ,vendor are showing drop down sign but that is not
working . You have to click on the word vendor etc.
Checkout counter-They are directing to other online stores so no
checkout option from yebhis end. Where as they are providing
some cash back(cash coin) at the time of delivery .
Display full assortment or let customers tailor assortments both are
present.
Use of graphics and photos-They have used photos.

SWOT

STRENGTH
Product discovery model,
Asset light model,
niche player for Fashion,
Community
Recommendation,
Higher margins

WEAKNESS
No control over
curstomer service chain,
Poor cordination in terms
of product availability,
Poor Brand recognition,
Poor user experience

OPPORTUNITY
Nasecent stage,
Incresing Smartphone
penetarion,
Changing consumer
behaviour,
Technology innovation

Threats
Competiotrs like Myntra
& Jabong,
Funding Crunch,
Ambiguity in policies,
Low customer swtiching
cost

Suggestion:
Company needs to regular update their data for better product availability
Build more filters in app and web for better user experience
Enhance marketing initiatives to build user base and positive brand recognition
Collaborate with other fashion players in industry to provide better product offering
Opportunity in fashion consulting where it can generate the revenue by advising the
products to the users and can charge commission from the suppliers
Product discovery by Image scanning
Partnership with international online fashion retailers
Company can build a Bollywood star community, where users can get suggestions from
the celebrity and same products used by those celebrities