Want celebrity like wardrobe? Shopping discovery platform Bohostar will help you out

Every time you plan to revamp your wardrobe, there are just too many things to take care of. No doubt online stores are a big saviour, but these days there are just too many. At the back of your mind, you keep thinking if there is something to sort fashion for you.

You needn’t look any further. With the launch of Bohostar on MissMalini.com, you can browse through the latest in celebrity fashion, trend forecasts and runway reviews. Readers can get the latest news about their favourite celebs and shop-their-look at the same time. With over 100,000 products from brands from around the world, at Bohostar, women will find everything they need for their wardrobe - from apparel and accessories to bags, shoes, jewelry and beauty products. Through its listings of international retailer catalogues from Farfetch, Toms Shoes, Agent Provocateur, Dune and Inox, Bohostar will bring the best of brands to the Indian audience.

Business Insider caught up with Sujal Shah, Founder & Managing Director at Bohostar.

How is Bohostar different from other ecommerce platforms?
Bohostar is different because it was built as a natural extension to a content platform that already delivers millions of opt-in readers who are predisposed to fashion, beauty and lifestyle content. It is also different because it is one of the few platforms, built from the ground up, with a heavy focus on being able to deliver content within shopping pages. Bohostar is an affiliate marketing platform that truly defines "Content meets Commerce". It does not try to own fulfilment and the cart like many other players in the industry. By doing so, it avoids unnecessary drags on profitability and keeps us true to what we do best - content, marketing, and recommendations.

Why did you tie up with Miss Malini?
I am one of the early investors and advisors at MissMalini, and the idea is one that came to me in 2013, post my exit from FREECULTR. I was impressed by MissMalini's non paid pull of millions of readers. MissMalini provided a unique platform to easily fill the top of the customer funnel with low to no cost of acquisition. This is a key pain point for most ecoms and affiliate platforms. When I joined MissMalini full time as Chief Strategy Officer, this was a key part of what I wanted to deliver to the company. With the myriad priorities in the business, there were little resources to build/test this idea, so I recruited Gaurav Tewari (Co-Founder & CTO at Bohostar) to join me and work to deliver this proof of concept. Gaurav and I were able to deliver an incredible platform with little to no resourcces as this was a passion project for us. Bohostar now drives the "SHOP" vertical of the refreshed MissMalini Website.

Do you also source products from various sellers or just lead the consumer to specified ecommerce sites?
Currently, we do not source any products, but we have built tech integrations to allow us to provide real time product feeds from partner sites.

What are other unique features offered at Bohostar?
Celebrity Fashion is a natural extension from the content produced at MissMalini. It uses images that are either taken by the team at MissMalini or are images that we have the authority to use. Other content, such as the most recent blog posts about celebrities is created by the in house team. The Bohostar team does the merchandising, where we select items that are the same or similar to the styles worn in the celebrity images. In the early days thus far, we are very encouraged by the receptivity and utilization of both the Celebrity Fashion and Shop by Video features of Bohostar.