The term “omni channel” has become a buzzword over the past three years. It is nothing but a brick-and-mortar retailer connecting the physical world with the digital. Though major retail conglomerates like Aditya Birla, Shoppers Stop, and Arvind Retail have invested in omni-channel strategies, over eight million retailers in India are yet to experience any digital retail. However, startups like Wooplr have helped consumers find their favourite fashion in stores closest to them.

Cisco and Shopper’s stop have partnered to deliver digital experiences that fulfil purchases through an offline store too. Similarly, a Delhi-based startup has begun to create a crowdsourced platform to discover fashion.

Orangepick is an omni-channel and crowdsourced fashion discovery app which aims to become a search as well as a suggestion engine for fashion. Their objective is to help people discover the latest fashion, as per their style preferences across both online and offline channels, by providing them access to actionable information.

Orangepick’s founding team.

“The app curates the best fashion from both online and offline stores so that people have multiple options at their disposal,” says Piyush Malhotra, Co-founder of Orangepick.

He adds that if consumers aren’t able to find it on their own, they can post a style search on the app to seek help from the community of fashionistas and stylists.

The beginning

Orangepick was co-founded by four engineers, Piyush Malhotra, Arpit Sharma, Anand Kumar and Saumya Sharma. The founders, who met in business school in 2012, would often talk about Arpit’s handbag retailing business. He often wondered how customers could reach out to his retailing business better if they could find collections through a digital channel. This thought led to the genesis of Orangepick in 2016 and it was launched in February 2017.

Orangepick encourages peer-to-peer fashion discovery, where a user can get fashion inspiration as well as styling and shopping tips from other users and fashion influencers on the platform. Other forms of engagement include integrations with Instagram accounts that help users get exposed to a larger community, as well as creating looks by combining their favourite products into complete outfits. Apart from that, they have solutions for brands as well.

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