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Urban Ladder moves away from stand-alone play to be on Amazon

Shifts strategy from being a pure-play online furniture store to becoming a vendor on a marketplace

Online seller said on Thursday that it would offer its products on Amazon, shifting its strategy from being a pure-play online shop to becoming a vendor on a marketplace.

The Ratan Tata-backed firm expects three out of four products of its collection to be on Amazon, the global retailer that is becoming aggressive in India. says it would not have differential pricing for consumers on Amazon, a platform which it expects to get more business.

is keen to overtake local rival and is signing up new partners, expanding its retail base across India. says delivery and assembling of products would be made by its team in around 10 cities.

competes with other such as Pepperfry and Livspace, while large firms such as and have been struggling to capture a significant share of the market.

“The common ground for both and was the principle of customer obsession that guides both brands. Amazon.in has been seen as an online powerhouse, which shoppers have been increasingly gravitating towards, at the same time delivering customers with an ‘experience’. This platform will give us the accessibility to leverage multiple channels and offer new customers an experience of shopping for online,” said Ashish Goel, CEO and co-founder, Urban Ladder.

Goel and his partner Rajiv Srivatsa have raised $77 million from investors including and TR Capital.

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Business Standard
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Business Standard

Urban Ladder moves away from stand-alone play to be on Amazon

Shifts strategy from being a pure-play online furniture store to becoming a vendor on a marketplace

Apurva Venkat  |  Bengaluru 

Breakout space with swing chairs at the new Urban Ladder office
Breakout space with swing chairs at the new Urban Ladder office

Online seller said on Thursday that it would offer its products on Amazon, shifting its strategy from being a pure-play online shop to becoming a vendor on a marketplace.

The Ratan Tata-backed firm expects three out of four products of its collection to be on Amazon, the global retailer that is becoming aggressive in India. says it would not have differential pricing for consumers on Amazon, a platform which it expects to get more business.


is keen to overtake local rival and is signing up new partners, expanding its retail base across India. says delivery and assembling of products would be made by its team in around 10 cities.

competes with other such as Pepperfry and Livspace, while large firms such as and have been struggling to capture a significant share of the market.

“The common ground for both and was the principle of customer obsession that guides both brands. Amazon.in has been seen as an online powerhouse, which shoppers have been increasingly gravitating towards, at the same time delivering customers with an ‘experience’. This platform will give us the accessibility to leverage multiple channels and offer new customers an experience of shopping for online,” said Ashish Goel, CEO and co-founder, Urban Ladder.

Goel and his partner Rajiv Srivatsa have raised $77 million from investors including and TR Capital.

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Urban Ladder moves away from stand-alone play to be on Amazon

Shifts strategy from being a pure-play online furniture store to becoming a vendor on a marketplace

Shifts strategy from being a pure-play online furniture store to becoming a vendor on a marketplace
Online seller said on Thursday that it would offer its products on Amazon, shifting its strategy from being a pure-play online shop to becoming a vendor on a marketplace.

The Ratan Tata-backed firm expects three out of four products of its collection to be on Amazon, the global retailer that is becoming aggressive in India. says it would not have differential pricing for consumers on Amazon, a platform which it expects to get more business.

is keen to overtake local rival and is signing up new partners, expanding its retail base across India. says delivery and assembling of products would be made by its team in around 10 cities.

competes with other such as Pepperfry and Livspace, while large firms such as and have been struggling to capture a significant share of the market.

“The common ground for both and was the principle of customer obsession that guides both brands. Amazon.in has been seen as an online powerhouse, which shoppers have been increasingly gravitating towards, at the same time delivering customers with an ‘experience’. This platform will give us the accessibility to leverage multiple channels and offer new customers an experience of shopping for online,” said Ashish Goel, CEO and co-founder, Urban Ladder.

Goel and his partner Rajiv Srivatsa have raised $77 million from investors including and TR Capital.
image
Business Standard
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