SNAPDEAL'S BHARAT-FOCUSED GROWTH STORY

Snapdeal, under the leadership of CEO Achint Setia, is redefining value e-commerce in India by connecting Bharat’s small and medium sellers with value-conscious shoppers nationwide. With over 80 percent of its business coming from Tier II and beyond, the platform has pivoted sharply toward fashion and lifestyle—now contributing nearly 90 percent of its sales.

- BY VAISHNAVI GUPTA

Over the past few years, Snapdeal has solidified its position as a leading player in India’s value-conscious e-commerce space. Under the leadership of Achint Setia, CEO of Snapdeal, the platform has sharpened its focus on bridging the gap between small and medium sellers across the country and the increasingly discerning, value-conscious Indian shopper. Setia emphasized that the company’s mission has been clear and unwavering, “We are going after connecting the Bharat sellers to the Bharat value-conscious shopper.”

This strategy has been the engine driving Snapdeal’s growth across categories, geographies, and customer segments. Unlike some platforms that pursue high-ticket electronics or niche premium products, Snapdeal’s growth story is rooted in everyday lifestyle categories that resonate with the mass consumer.

Growth Driven by Fashion and Lifestyle

Achint Setia elaborated on the evolution of Snapdeal’s business model, “Growth drivers for us from a category perspective have been largely the fashion and lifestyle set of categories which includes footwear, home décor, kitchen essentials, beauty and personal care, and a bunch of health and food supplements. That has been our focus, primarily in the Indian label, or what we call the unbranded merchandise space.”

Indeed, the shift from electronics to lifestyle has been striking. Today, nearly 90 percent of Snapdeal’s business stems from fashion and lifestyle categories. Electronics, once a core segment, now play a much smaller role.

Within these categories, Setia identified a key driver: the diversity of India’s seller base. Each seller brings a unique perspective and understanding of local consumer preferences, whether from Surat, Kolkata, Jaipur, or Tirupur.

Geography-Agnostic Growth