Strollay: From Selling Gadgets To Indian Ethnic Outfits Online

Many e-commerce sites sell apparel. But few focus on ethnic outfits — Indian in particular — such as Sarees and Salwar Kameez. Based in Surat, Gujarat in India, Strollay is an e-commerce site that does just that, selling Lehenga Sarees, Lehenga Choli, and Kurtis/Tunics. The startup was founded in March of last year by Rahul Chhajer.

A representative told me that Strollay initially started selling gadgets online but slowly realized that the gadget space is a little too crowded in India. He added:

[…] The demand for Indian ethnic outfits is increasing day-by-day. And Surat, being famous for these products, it helped us concentrate and focus on these. There are lot of Indians, living abroad, who strive for traditional Indian quality clothing at their doorsteps, as there are quite few retailers abroad selling these products, also they charge higher prices. So, the idea basically was to supply Indian ethnic outfits worldwide, economically and fast.

The site provides quite a wide range of selections. While I can’t claim to be an expert in Indian ethnic outfits, the site feels pretty complete. Perhaps someone who understands and wears Indian ethnic outfits can be a better judge. The site provides free worldwide shipping to countries including India, USA, UK, UAE, Canada, Australia, New Zealand, Pakistan, Sri Lanka, Mauritius, France, Germany, South Africa, Singapore, Malaysia, and Switzerland.

The site still has a gadget section which I think is a little awkward. Maybe selling Indian ethnic mobile phone cases could be an idea worth exploring though. The startup is currently bootstrapping and hasn’t raised any funding so far. It’s an interesting idea for sure; it’s very niche but could perhaps pull through by serving a dedicated group of consumers.