Excl: Lifestyle and home-decor private label shop Indiacircus to be launched in end Aug

23 Jul, 2012

Indiacircus, a private label shop in the lifestyle and home-decor domain, will be launched by the end of August. The portal is being set up by Hadi Curtay, Krsna Mehta and Devaki Khimji.

The technology will be provided by Ambab Infotech, founded by Bhavik Jhaveri, who was previously the CTO of Dealsandyou and co-founder and CTO of Craftsvilla.

An alumnus of Rizvi College, Curtay is also the founder of Grip Technologies, a company which provides SaaS and CRM solutions in the healthcare segment. Curtay also made Fitnessforce, a software designed especially for club businesses including fitness clubs, yoga centers, martial arts studios and dance studios.


A Fashion Institute of Technology product, Mehta currently works as a designer with several lifestyle brands like The Elephant Company, The Bombay Store, Good Earth, Zeba, Godrej and Metro.

Khimji, who runs k11 fitness Management, also co-founded Grip technologies with Curtay.

Speaking exclusively to Techcircle.in Curtay said, "The identity here will have traces of India's rich traditional past and current influences of western culture. The promise of Indiacircus is to offer aesthetic, contemporary and Indo-centric products at affordable prices."


Right now bootstrapped, the online store will have around 300 SKUs during its launch, with prices ranging from Rs 300 to Rs 7,000.

Interestingly, every three months, it will have four themes on which designs will be based. During its launch, Indiacircus will have themes like Tamara (designs based on flowers), Kuheli (based on Birds), Neo Mughal (based on Mughal era) and Jalebi (based on fun and frolic culture).

Indiacircus will have products based on home décor, dining, personal accessories, stationary, apparel, furniture, fabric gift card categories. These will have 50 sub categories.


Curtay added, "The designing part will be done in-house, but the products will be manufactured by outsourced vendors. Right now a team of 20-25, we intend to make the team size to 45-50 by end of this year. Indiacircus products will be also made available in kiosks by end this financial year, various lifestyle stores and other e-commerce portals by next year".

(Edited by Prem Udayabhanu)