The e-commerce space continues to attract new entrepreneurs. One of the recent movements has been that of Director Retail at Dell, Saroha Yeramilli who has launched the jewelry retail app. Melorra.
Bangalore based Yeramilli brings with her a rich experience of 20+ years. She started her career with advertising in 1991. In Dec. 1994 she moved to Titan Industries as Advertising Manager and was part of the high growth phase of Titan under the leadership of then CEO Xerxes Desai. In Sept 1997 she moved within Titan to take on a Sales role and in year 2000 she was appointed Head of Sales and Marketing at Tanishq. After a long stint of 8 years she moved again in April 2008, this time to Marico as Head - Operations, Kaya Skin Clinic before moving to Dell in December 2011 as Director Retail.
Melorra.com, which has launched operations, raised USD 5 million (about Rs 33 crore) from Lightbox Ventures, making it the largest early stage investment in the country. The brand caters to modern Indian women by developing, designing and retailing contemporary jewelry through a mobile platform. The company follows an order-based inventory model and will outsource its supply chain and delivery to Sequel Logistics that handles high security deliveries. Once an order is placed, the delivery of jewelry will take 5-7 days. The company has about 40 employees, and an in-house design team.
Melorra.com is the fifth investment for Lightbox Ventures from its second fund that has USD 100 million corpus. The other companies that are part of the same portfolio include online education company Embibe, used car company Droom, furniture renting company Furlenco and food tech company Faasos.