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    The e-commerce start-up launches its first brick and mortar store with a fusion of Indian and foreign brands

    only a month shy of turning a year old, Upbeatz.com founded by Siddharath Gadodia (23) and Vineeth Singh (29) has set up their first retail outlet at the plush Phoenix Market City.
    With an array of Indian and imported brands, and a line-up of over 160 products in the store, the founders hope to create a niche by targeting the elusive shoppers who prefer to touch-and-feel a product before picking it up. “About 94 per cent of the Indian population still doesn’t shop online. The idea of starting an offline store even as we have the e-commerce site running is to reach out to more people,” Singh says.
    Sante in a mall
    Not just that, by bringing little known local and international brands to the fore, they want to create a sante-like (flea market) platform for young start-ups who cannot afford to sell out of a mall. “We want to help in leveraging start-ups that are home based, home grown, those which are not yet established and are yet to set foot in the market. The offline store will solve three problems for them — the logistics and marketing, which we will provide, and the third is access to a larger audience that they would have not received in a flea market or an exhibition,” Singh says.
    Footsy, Pretty Little Things, Mamakutti, and Can of Juice are only a few of the unique brands based in India that are vying to make the most of this space. “Mamakutti is actually Mumbai-based home cooked gourmet products brand. We didn’t want to limit ourselves to being just a body and skin care product store, but explore different dimensions. We are in talks with 10 other Indian and internationals brands,” Singh adds.
    Get funky
    The store has some fun and funky brands such as Knockground, a California-based sun glasses brand, which not only offers a vast collection to choose from but one can even create their own pair at their kiosk, and try out different combinations with pop-up colours and vibrant frames. “You can create your own style within ten minutes,” Gadodia, a Harvard graduate, says. These classically-styled and affordable shades make them a total crowd pleaser and are known to be creating a buzz with Hollywood A-listers including Jessica Alba, Matthew McConaughey, Ashton Kutcher and Snoop Dogg, to name a few.
    “We not only wanted to bring creative brands to the fore but also looked for brands that have a story behind it. Knockaround, for instance, was created by Adam Moyer when he was an arts student in San Diego and wanted to create something on his own. It was a bootstrapped start-up and now the brand is really popular. We are inspired by such stories,” he says.
    They also have skincare brands such Anatomicals and Mancave from UK, and the men’s jewellery brand Zorrata from Canada. “The uniqueness about Upbeatz offline lies in the product range and the variety that we have to offer to Indian consumers. The initiative aims to give Indians access to style from across the globe,” the founders conclude.
    `175-`3,500. At Whitefield. Details: Upbeatz.com
    — Nandini Kumar

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