This Reliance-backed startup will soon let you pause a movie and buy what the actor is wearing

• Reliance-backed fashion e-commerce platform Fynd has launched a chrome extension called Fynd now.
• Through this feature, you can just hover on any image on the world wide web and find similar products on Fynd’s platform.
• Fynd was founded by Farooq Adam, Harsh Shah, and Sreeraman MG in 2012 and was also backed by Google. In August 2019, Reliance bought an 87.6% stake in Fynd for ₹295 crore.

There are so many times when you are watching a movie and pause, just to take a second look at what the actor is wearing and take a mental note to find a similar outfit for yourself. This also leads to thousands of Google searches like “the dress Deepika Padukone wore…”.

Pretty soon you can actually do that. Reliance Industries-backed fashion e-commerce platform Fynd launched a Google Chrome extension called Fynd Now. Through this feature, you can just hover on any image on the world wide web and find similar products on Fynd’s platform.

Fynd was founded by Farooq Adam, Harsh Shah, and Sreeraman MG in 2012 and was also backed by Google. In August 2019, Reliance bought an 87.6% stake in it for ₹295 crore.

Instead of vague keyword searches to find an item or spending time searching through countless catalogs, Fynd Now helps you find a similar match with just a click. They will soon extend the visual recommendation search engine feature to video and streaming services.

“What this extension does is, it makes your online world shoppable. We are starting with images, will extend it to videos and soon in streaming services, pretty much everything can become searchable and shoppable,” said Farooq Adam, co-founder of Fynd told Business Insider.

Fynd started in 2015 when the founders were trying to solve how to offer better recommendations using images.

“It took over two years for the technology to mature for us and later we started making automated catalogue systems and building automated tages using images. We perfected all of this tech by the end of 2018 and realised how cool it would be if you can find any item on the net by just looking at it,” he said.

The impact of a feature such as this is huge, as it could change the way brands reach out to their customers via media. Gone are they days were just “fashion partners” for movies, they will soon have to vouch for their presence which will bring consumers to them directly. It will help create direct business opportunities for Instagram influencers as well.

Given how much we are inspired by clothes worn by actors and influencers, Adam is confident that a product like this will take off.

“More and more of what we are seeing is that people are looking for inspiration to buy – today Instagram has become like a catalogue. And this tech allows for anyone today to make their content shoppable,” he said.

Fynd currently has 19 million customers with a majority coming in from Tier 2 and 3 cities.

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