Transforming Lives and Livelihoods: Angad Kikla and Naisheel Verdhan’s Visionary Journey with CityMall

In the heart of small-town India, CityMall, a community networking-based online commerce app, is rewriting the narrative of e-commerce, thanks to the visionary leadership of its co-founders, Angad Kikla and Naisheel Verdhan. This innovative start-up is not just changing the way people shop for groceries; it’s creating a robust alternative distribution channel and empowering micro-entrepreneurs across the country.

CityMall’s unique approach revolves around leveraging the power of community leaders—individuals who act as local influencers and sellers within their neighborhoods. Sunita Yadav, a school teacher in Tint village, Haryana, embodies the transformative impact of CityMall. Introduced to the app by a friend, Yadav has become a ‘silver director’ among CityMall’s micro-entrepreneur partners, supplementing her income by around Rs 15,000 per month through the sale of groceries to friends and neighbours.

Kikla and Verdhan, both engineers and seasoned entrepreneurs, kickstarted CityMall in early 2019. The initial model involved group buying through WhatsApp, experimenting with products like cheap hair curlers. However, the turning point came when they recognized the appeal of everyday essentials like Maggi noodles. Shifting the focus to groceries, they engaged community leaders, offering them income through commissions instead of savings on purchases.

The gamification aspect, akin to unlocking levels in video games, adds an exciting dimension to CityMall. Community leaders, like Yadav, progress through levels based on customer acquisition and sales achievements. This strategy not only fosters healthy competition but also motivates micro-entrepreneurs to enhance their selling skills.

Currently operating in eight smaller cities and towns, including Rewari, Dharuhera, and Rohtak, CityMall has enlisted approximately 20,000 community leaders. These leaders aggregate local orders, which CityMall ships to them for distribution to end-customers. The last-mile delivery responsibility of community leaders significantly reduces operational costs and fosters a sense of trust within the community.

CityMall’s commitment goes beyond groceries, expanding into categories like FMCG products, shoes, T-shirts, cookers, and even insurance. By diversifying their offerings, Kikla and Verdhan aim to establish CityMall as a comprehensive platform for everyday needs. The startup’s community-driven model allows for deeper insights through data analytics, enabling community leaders to make informed decisions and enhance their entrepreneurial success.

The success of CityMall is underscored by its user-friendly app, currently available in Hindi to target Hindi-speaking regions. With over 1 lakh downloads, the app offers daily deals, discounts, and engaging features like horoscopes to keep users coming back. Additionally, CityMall utilizes WhatsApp as a vital communication channel between community leaders and end-customers.

In terms of funding, CityMall secured $3 million in seed funding in June 2020 and announced an $11 million Series A investment in March, led by Accel. This capital injection positions CityMall for expansive growth, with plans to expand operations to 20 to 25 smaller cities and towns and eventually reach 400 cities. The logistics network of CityMall involves partnerships with local truck owners and small fleets, showcasing a decentralized approach. By engaging with sellers ranging from small local mills to national brands, CityMall ensures a diverse product range for its customers.

While the e-groceries segment in India is projected to grow significantly, CityMall’s ambition extends beyond mere profitability. The start-up aims to build a massive business by establishing a unique channel through community leaders. The founders envision a future where CityMall becomes a default choice for online shopping in small-town India. In a broader context, ventures like CityMall are spearheading a revolution in social commerce, changing the purchasing behavior of small-town India. The rise of micro-entrepreneurs, facilitated by platforms like CityMall, contributes to a larger societal transformation, providing individuals like Sunita Yadav with newfound confidence, financial stability, and a sense of identity within their communities.