The Mysuru-based ecommerce startup, which is one year old, is experiencing 100% m-o m growth


Hariher Balasubramanian and Rahul Aggarwal, who have combined their experience in logistics and supply chain management at Boston Consulting Group with their personal experiences with family-owned businesses to create BuyEazzy.

BuyEazzy was founded in 2021. It is an ecommerce platform that focuses on beauty and personal care products. Mysuru-based startup wants to be the top destination for shopping in Tier II cities and beyond.

BuyEazzy is growing at 100% per month for the past six months. It currently processes over 2,000 orders daily. The startup is currently operational in eight cities of Karnataka: Mysuru (Hubli), Dharwad Mangaluru, Belagavi Coorg, Hassan, Tumkur, Mangaluru and Mangaluru.

The company claims to have onboarded more than 75,000 first-time online shoppers and worked with over 1,000 local stores. BuyEazzy receives approximately 50% of its orders from villages and towns outside the cities it tags.

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Why Mysuru

Rahul was a former Project Lead at Boston Consulting Group (BCG) and worked in remote areas like Dhanbad, Jaunpur or Angul.

Rahul met Hariher while working on a project for BCG. Hariher is an engineer and MBA graduate. They were due to travel to London to complete the project when the pandemic struck. This changed their professional lives.

“I am fourth-generation entrepreneur in our family. I run small confectionary and apparel shops in Delhi. It comes naturally to me that business is my passion. Rahul says Hariher is very familiar with the South Indian retail market.”

“We have always wanted to create a consumer-facing company. We leverage our knowledge and our supply chain experience at BCG. He adds that the market we are focusing on and the white space we are targeting, which is Bharat, is difficult.”

The co-founders of the company are located in Delhi and Chennai. This raises the question: Why choose Mysuru as the location to start a business?

“We wanted to get into a city that represents the true middle class, which is our target user group. We had to consider the long-term, and think about the availability tech talent. Mysuru, which is only three hours from Bengaluru, provides this kind of strategic advantage. Rahul tells that it also provides overnight delivery to Southern states.”

How it works

BuyEazzy uses digital marketing to acquire customers. It leverages small business owners’ relationships with their customers in order to convert them into BuyEazzy users.

The ecommerce platform partners, for example, with a salon that sees 12-15 customers per day. The salon promotes the app, and receives a commission for signing up. BuyEazzy has many partnerships with Kirana shops and salons in Tier II cities.

We capitalize on the trust between small shops and end users who come to the shop who have either used the service or bought from them before. This unique proposition allows these businesses to claim that they have created an online business with this company. The business owner is also in the forefront, but the customer also learns about BuyEazzy,” Rahul says.

He adds that these people could earn as much as 50% of their income and have no impact on their businesses.

Startups have their own last-mile delivery fleet and take care of logistics and sourcing.

BuyEazzy is a marketplace for personal and beauty products. They have strict quality control measures. It only works with a few suppliers and works directly with the brands.

The startup works with local distributors and vendors to ensure that orders are delivered within 24 hours. The startup’s supply chain comprises approximately 80%.

Rahul says that Rahul is not aware of any other startups with a centralised supply network.

Mysuru Brands

Rahul tells that Tier II and other cities have distinctive consumption patterns and brand preferences.

Rahul says that while regional brands in beauty and personalcare do not have the same market share in Mysuru, there are regional Ayurveda brands with which we collaborate.

D2C brands have a significant penetration in these towns and cities, but they have been focusing on Tier I and metro markets through digital marketing. He adds that when we are the go-to city marketplace, we also become a go-to channel for these D2C brand,” he says.

He concludes that Tier III and IV cities represent availability-led markets and less awareness-driven markets.

Future plans

The marketplace plans to grow to 20 cities and to onboard more than one million offline customers onto ecommerce within one year. These cities include Coimbatore and Trichy, Tirupur, Salem and Shivamoga.

Incubate Fund India, M Venture Partners and other angels participated in BuyEazzy’s seed round, which raised $1.3 Million.

The company plans to use the funds for product enhancement, team building, and expansion.

Weitere ecommerce startups are located in Tier II and III cities: Kurseong-based Daammee and Bhubaneswar’s Maavni Designs, Jaipur based MEDdelivery and Patna based Flyseas. Maneraa is also based in Pune.

Indian ecommerce has seen an increase in growth and will surpass the US to be the second largest by 2034. According to IBEF, the ecommerce market will reach $200 billion by 2026, up from $38.5 billion in 2017.

These regions will see the majority of e-retail’s growth as the country continues to experience a drop in the cost of servicing Tier II cities and smaller towns. Online shoppers in India will reach 220 millions by 2025, according to estimates.

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