All curation grows until it requires search. All search grows until it requires curation – Benedict Evans
Traditionally, the practice of curation was restricted to arts, antiquities and literature – with auction houses such as Sotheby’s, Christie’s becoming world famous for the one-of-a-kind, rare treasures they produced for willing patrons. These treasures often cost astronomical figures and are, in some ways, more of a status symbol for the wealthy.
But the basic notion of curation – that of handpicking and individually selecting an item, ensuring provenance (authenticity) before placing it for sale is one that can be translated to virtually any vertical – given that we live in a technologically forward world. It can, given the right incentive and communication, become a way of life.
With this inspiration in mind, a couple of experienced entrepreneurs Vinamra Pandiya and Prashant Nagarajan, embarked upon a journey to create this same curated experience online by starting up Qtrove (curated trove) in late 2015 out of Bengaluru. The startup aims to offer handmade non-mass produced food, upcycled fashion, beauty, and bath items made from natural, organic and sustainable ingredients.
“I was actually inspired by an article I read on NatureBox – this company in the US that curates healthy snacks,” confesses Vinamra, co-founder of Qtrove. “In 2015, foodtech was still considered to be at its peak even though it was slowly losing its charm. So, I took a different approach in foodtech – by wanting to creating a brand for curated, packaged, healthy snacks for the modern India.”
Qtrove has now grown to 200 sellers across India selling 3,000+ products in 40 categories (across food and beverages, bath products, fashion and household items as well as pet care) on the platform with about 500 orders coming per day with an average ticket size of INR 600. The company boasts of a fairly even demographic between male and female users, leaning slightly more towards female users on account of categories such as upcycled fashion, bath and natural beauty products.