14. Emart Solutions India

Location: Mumbai

Business: Creating and managing e-commerce platforms for brands

Founded in: July 2009

Led by: Aditya Bhamidipaty, Srikanth Chunduri

Cool quotient: Has found a niche in a cluttered e-commerce market

The duo set up Emart in July 2009 to create exclusive e-commerce platforms for brands and provide other web related services, such as managing loyalty programme and product delivery. It has raised an angel investment of $4 million. Emart differs from regular e-commerce companies, such as Flipkart, in that it not only sells products through its domain GoVasool.com, but also builds e-commerce marketplaces for brands. This model is called 'white-labelled e-commerce'. Emart works with 250 brands, including Adidas, Fastrack, Nikon, Procter & Gamble, and Samsung. A multi-brand website is like a supermarket, while Emart’s e-commerce site for a brand is like an exclusive outlet. What happens with portals that sell multiple brands by heavily discounting them is that brands are commoditized.