Founders Angad Kikla and Naisheel Verdhan are building a network of micro-entrepreneurs in smaller cities and towns, and aim to touch 400 cities
From left: Angad Kikla and Naisheel Verdhan, Co-Founders of CityMall at their warehouse in Basai Dhankot village (Gurugram District) Image Credits: Amit Verma
Sunita Yadav is a school teacher in a village called Tint, about two and a half hours by car west of Delhi, in Haryana. The closest city is Rewari, some 15 km away. A friend told Yadav about CityMall, “a digital app” as she called it, and she signed up last September.
Yadav (44) is also a mother of two, and offers private tuitions to help run her household and pay for her sons’ education. And CityMall, a community networking-based online commerce app, adds about Rs 15,000 a month to her income, from the commission and incentives she makes, selling mostly groceries to her friends and neighbours. She has 50 to 60 households that are regular customers, placing orders on a daily, weekly or bi-weekly basis.
CityMall’s founders Angad Kikla and Naisheel Verdhan, both engineers by training and repeat entrepreneurs, have added some ‘gamification’ to the app—popular startup parlance for providing incentives for users to do more, similar to how certain achievements in video games can open rewards or new levels and so on for players.
In Yadav’s case, she has already cracked some three or four levels—based on the number of customers she has brought in and the sales she has notched up—and is a proud ‘silver director’ among CityMall’s micro-entrepreneur partners, all of whom are called ‘community leaders’ by the founders. Kikla and Verdhan started the venture in early 2019, but the current model of building a social commerce network around community leaders is only a little over a year old, because the duo first experimented with getting customers to buy in groups through WhatsApp.
They were also selling ‘long-tail’ products, such as cheap hair curlers imported from China. The ‘Aha’ moment happened when they realised that a packet of Maggi instant noodles was way easier to sell to more people and at a higher frequency. From there, it was only a few steps more to shifting focus to groceries, converting some of the group buying customers into community leaders, and offering them an income via commissions instead of savings on purchases.