Discovery shopping is a new concept for India – Harshal Shah


Snob Box has introduced customized fashions in India, wherein, fashion stylists choose, suggest and deliver trendy clothes and accessories as per your preference to your doorstep. Though this concept is new to Indian consumers, it has garnered huge likeness and demand from women across India, especially from those, who do not have time for shopping.

Founded in 2015 by Harshal Shah and Jigar Zatakia, this bootstrapped startup has expanded rapidly covering 18 locations in India with plans to create a separate category for men. Team NewsBarons connected with Harshal Shah to understand the concept of discovery shopping, their offering and over growth plans.

NB: What inspired the creation of Snob Box?

Harshal: Discovery shopping is a popular trend in the west; however in India it is slowly picking up. We saw that when it comes to fashion there were retail outlets or e-commerce websites that were selling good products but there was no one who could curate and customize fashion for customers.  Much like the movie ‘The Intern’ we personally look at needs of each customer and our expert stylists hand pick clothes and accessories for them.

NB: How does Snob Box work?

Harshal Shah – Founder and Director – Snob Box

Harshal: We are primarily targeting the busy working woman who is too tied up to shop but loves to keep up with the latest trends. We ensure that she gets the best of international brands and accessories from unique designers, delivered directly to her doorstep.

Customers need to fill in a quick questionnaire that helps the stylist understand their preferences and needs. Customers also need to pay a onetime sign up cost of Rs 199. Post this the stylists starts the process of curating the box, they discuss the fashion preference with the customer and even advice them over the call. We don’t have any inventory on the website each box is custom made based on the customers’ preference.

We ship the product through Fedx and the two-way courier cost is borne by Snob Box. The customer can choose to keep what they like and return the rest of the products within a window of 3 days.

NB: What has been the total investment till date?

Harshal: Till date, the total investment in Snob Box has been around INR 50 lakh.

NB: What has been the volume of orders till date?

Harshal: Since 2015, we have closed over 5000 orders with the average ticket size of the purchase of INR 3500.

NB: What is your current geographical reach and delivery capacity? Any expansion plans?

Harshal: We are currently present in 18 cities across India in Mumbai, Pune, Delhi, Bangalore, Hyderabad, Goa, Panjim, Chennai, Gurgaon, Faridabad, Jaipur, Jodhpur, Udaipur, Ahmedabad, Surat, Gandhidham, Rajkot, Vadodara. Apart from geographical expansion, we are also focussing expanding the range and reaching out to the young male population. We are in the process of creating another category in Snob Box with a customized range for men.

NB: What are the challenges that you face in this market?

Harshal: This concept is quite new in India. Hence creating awareness, affinity and scaling is an uphill task.

NB: Are you looking at raising funds?

Harshal: We are currently bootstrapped but are exploring investment options. These funds will be used to strengthen tech, marketing and launching the new line of services.