Era of the Social Consumer II: Bridging the World with Sample Sale

By: Kelly Ahern, guest blogger

“As brands become more social and in turn, as experiences are socialized, the ability to forge emotional connections is instrumental in cultivating community development, loyalty, and advocacy.”

–Brian Solis

In a recent post, I discussed the emergence of successful private sale sites and what their newfound dominance means to the world of social commerce.

Membership to exclusive invite-only sample sites have been all the rage lately; enabling brands to make their customers feel beyond special.

Fashionistas have united under the enticing spell cast out by luxury brands peddling their coveted items at outrageously discounted prices. A simple divulging of personal information; such as an email address and password, allows trendy shoppers to enjoy a shopping spree of epic proportions from the comfort of their own home. Gone are the days of crowded city sample sales and the need to camp out along your favorite boutique’s sidewalk.

As mentioned, in today’s society there isn’t a thing you can’t find online—and it’s the latest niche shopping site that is proving this statement true.

Introducing Exclusively.In— an Indian-inspired private sale site for fashion, jewelry, accessories, home decor and travel.

Exclusively.In bridges the gap between access to high-end Indian fashion and US consumers. Sourcing 80% of its goods straight from India, the private sale site offers custom couture collections ranging from fashion apparel, modern home décor and travel destinations.

Some of the site’s products – a mere 20% – are from the United States, however the American artists and designers maintain a clear focus; creating truly beautiful Indian-inspired products. However, the bulk of the goods are handcrafted by local artisans and are then shipped from the capital city, New Delhi. Currently, the United States is the only country offering this exclusive luxury.

After launching just this past June of 2010, Exclusively.In has already managed to raise $2.8 million in funding from venture capitalist endeavors, Accel Partners and Helion Venture Partners. It’s hard to deny how attractive these flash sale sites have become—so why not invest?

This post’s predecessor discussed the arrival of Lot 18; a niche sale site targeting wine enthusiasts and lovers of specialty epicurean products, and before Lot 18 came fashion sale sites Gilt Group, ideeli and so on. The consumer power behind these invite-only platforms is almost overwhelming.

Recently, Mashable had the opportunity to speak with one of Exclusively.In’s co-founders, Nirbhika Moorjani. The entrepreneur discussed the start-up process and her inspiration,

“We’re all travelers and avid shoppers, having worked and lived in the U.S. and internationally,” she said.

“We are driven by the desire to bring the best of India to the rest of the world, including textiles, crafts, hand-looms, embroideries and traditional Indian arts, combining it with western sensibilities.”

Co-Founder, Nirbihika Moorjani

Moorjani was also candid enough to give Mashable a complete rundown of how the entire process works—from selecting the products to the shipping:

“We travel the country, right from metros of Delhi, Mumbai, Kolkatta to the villages and interiors of India, scouring the best of Indian fashion, jewelry, accessories, home decor and traditional arts and crafts. Then, we place orders, which get shipped to our warehouse in New Delhi. All merchandise goes through an organized process where it is quality-checked, sized per U.S. standards, priced, photographed on models, described by our editorial team, and then the sale is uploaded per a schedule…

Gold Bangles from Jaipur

….The customer-facing activity of marketing, PR and promotions happens from our office in New York, where we promote and market the sales/brands. Every day we introduce 3-6 brands/sales, and each last for 5-7 days, so at any given point of time you will find 12-15 brands live.

Our customers currently are in the U.S., so once we get orders, we package in the warehouse in Delhi and ship directly to customers’ doorsteps. We also have a free return policy — if you are not satisfied or it does not fit, each item qualifies for a free return. Our goal is to get the best of India, right to your doorstep and to make sure our customers are 100% satisfied”.

This exclusive new site is made possible by a 50+ person staff in India and another 10 stationed in New York; and as for the company’s growth—there seems to be no end in sight. Moorjani also commented on US initiatives, stating that the company has even begun scouting Indian-inspired American brands such as Bibhu Mohapatra, Prabal Gurung and Waris Ahluwalia.

Co-Founders Anu Duggal, Sunjay Guleria and Nirbhika Moorjani

As the site continues to blossom, it promises to be an exciting new outlet not only for high-fashion but also for the sharing of culture.

Want to give Exclusively.In a try?

You can get started now by using the invite code, and can even enjoy $20 off of your first purchase when you enter the code “MASHABLE” at checkout.

*All images from the Exclusively.In launch party via Maureen Pitz, 2010


Kelly Ahern is a recent Roger Williams University graduate living in New England. Graduating with a degree in Communications-Public Relations and a Core Concentration in Italian, Ahern is an aspiring PR professional who loves social media, fashion and traveling. Currently she is a Social Media Architect for a Rhode Island-based digital marketing firm. You can find her on Twitter @Kelly_Ahern.

Copyright © 2009-2010 Sasha H. Muradali. All Rights Reserved.


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