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The age of Thrasio

The year 2021 saw the meteoric rise of roll-up ecommerce startups operating on what is known as the Thrasio Thesis. At Yourstory, we have closely followed the growth stories of Mensa Brands – one of the fastest startups to attain unicorn status in Asia – as well as that of G.O.A.T Brand Labs, GlobalBees, Evenflow, Powerhouse91, UpScalio, 10Club, and Bzaar. 

But, all this while, the OG itself – Boston-headquartered Thrasio that gives online brands the marketing and technology chops needed for success – was missing from the Indian ecommerce space. 

However, that has changed now. With Rs 3,750 crore earmarked for investment and one acquisition – Gurugram-based consumer appliances brand, Lifelong Online Thrasio has announced its entry into the Indian market

“In addition to acquiring and growing digital-first businesses, we plan to participate in the ‘Make in India’ movement by transitioning the manufacturing for some of our products to the country,” Carlos Cashman, CEO of Thrasio, said in a statement. 

So, what does Thrasio’s entry mean for the roll-up ecommerce ecosystem in India? For one, it signals the maturity of the larger ecommerce space which is attracting larger bets. Second, we might expect to see more frenzied acquisition action – much more than what we saw last year – as players scout for the most promising brands. Third, investors could ramp up bets in the ecosystem, given the entry of a company like Thrasio. 

While startups following the Thrasio model have been able to gain traction in India, it would be interesting to see if Thrasio itself will be able to capture the pulse of the nation. 

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Before you go, stay inspired with… 

“We are trying to build brands for the next 50 years, which is very different from how brands have been built in the last 50 years.”

Ananth Narayanan, Founder, Mensa Brands

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