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1.5 Mn Visitors, 8K Sellers, 11% M-o-M Growth: How Indiamart’s Tolexo Went From Matchmaking For Businesses To Transacting For Them

1.5 Mn Visitors, 8K Sellers, 11% M-o-M Growth: How Indiamart’s Tolexo Went From Matchmaking For Businesses To Transacting For Them

In the case of IndiaMART’s Tolexo, because it turns out, the entirety.

IndiaMART has been in the commercial goods game for an awesome, long term now. Established in 1996 with the aid of Dinesh Agarwal and Brijesh Agrawal, it helped small and medium-sized businesses (SMBs) find out every different for accomplishing transactions with every other.

“You should call us classifieds for groups, with a focal point on industry-associated items that were sold at the platform,” says Brijesh. In essence, the enterprise became a classifieds platform where commercials have been positioned for necessities/needs in categories which includes safety gear and kits, power gear, engineering equipment. These advertisements have been then responded via providers who either fulfilled the orders or now not.

Almost  a long time later, in 2012-2013, the agency’s customers which covered the ones from the F&B zone, manufacturing sectors, started out clamouring for a exchange. “There had been two wide questions that we have been looking to answer on the platform,” shares Brijesh.

“The first turned into the rate of products – become it truthful, equal to market price, did it meet the first-class of the goods to be delivered? This become an essential part of the equation that we were seeking to remedy.”

The different broad question turned into – dealer/dealer trust issues.

As a classifieds platform, IndiaMART changed into best the interface on which deliver and demand met every different. The hows, whys, and what of the real transaction, while the ad receives spoke back, became absolutely up to the vendor (provider/provider) of the products and the success of the consumer coping with that unique dealer.

“Our logo is massive on agree with and our clients have usually expected stellar excellent and purchaser pride from us,” says Brijesh. Transparency regarding companies turned into a key pain factor for the employer. “The dealers and providers at the classifieds platform will be just about every body and we had no manipulate over the transactions. These believe troubles had to be addressed,” he adds.

It took extra than a year of R&D to nail down the specifics, however Tolexo – B2B ecommerce platform and a separate enterprise vertical of IndiaMART – turned into ultimately released in January 2015 in Noida.

Tolexo: From Matchmaking For Businesses To Transacting For Them

“The concept behind the vertical was simple. We desired to build an onlinebrijesh-agrawal-founder-ceo-tolexo-com-1 space where we should provide price upload to the carriers and buyer by mediating on transactions. We may also facilitate the whole technique by having it take area on a single platform, thereby final transactions from start to complete,” says the founder and CEO of the brand new startup.


The way Brijesh explains it: the buyers at the platform do no longer need to worry approximately transaction-related problems together with price of products, deliveries, transaction modes and so on. And the carriers who could formerly use the platform just to generate leads for his or her very own corporations now had an additional purpose to paste round – they could use the platform for real offers.

By doing away with the ache points skilled on both side, the platform was able to increase the vested interest in it for all the concerned parties and make certain unit economics.

The only cause Tolexo become capable of correctly spin off from a historically-run enterprise to an online portal for business items become because of the monstrous client base it had already generated. Added to that was the almost two decades of insider know-how of SMBs and the supply-demand dynamics riding them that the founders had accrued since the operation.

8K Sellers, 1 Mn+ Goods, And A Cool 1.Five Mn Monthly Visitors

Founded by way of Brijesh at the side of Prashanth Chauhan, Tolexo is supported by using a sturdy team of 325 participants with a presence in Noida, Mumbai, Ahmedabad, and Chennai. As Brijesh says, “We are gift in the towns and markets where we agree with penetration remains no longer at top level. And our awareness nonetheless remains at the commercial enterprise-centric cities.”

The organization offers its services to providers and users across India and has a comprehensive catalogue of 1 Mn+ enterprise goods at the website online. The categories of products fall extensively below Safety – gloves, footwear, helmets, workwear, goggles, protection kits, respiratory mask among others; Electricals – home electrical consumables, power components, sun energy, pumps and cars and many others.; Hand equipment – hammers, screwdriver kits, hand tool kits, gardening gear and extra; Power Tools – drills, chainsaws, cutters and grinders, demolition equipment etc.; Plumbing; and Testing & Measuring items.

The platform works like most other ecommerce systems. Once an order is located, and a payment mode is rendered, Tolexo mobilises third-celebration logistics vendors together with Blue Dart, Delhivery, Fed Ex (relying on location) to pick up the products from the warehouses which are either region-precise in case of specialised items from precise carriers or in-residence warehouses, and the item receives brought to the person within the stipulated time. It is available on all platforms website, mobile and Android and iOs.

Some of its larger clients consist of P&G, Magento Marelli, Coca-Cola, Ambuja Cements, BHEL, HP, Indian Oil, Escorts, Ashok Leyland, Air India, Radisson India among others.

The corporation also has an onsite customer care centre based in Noida that caters to user troubles associated with pricing, items availability, transaction records and so forth.

As claimed with the aid of the founders, inside simply  years of operations, the platform has carried out 11% M-o-M boom with the average price tag length being everywhere between INR 500 – INR 2 Lakhs.

Revenue for Tolexo especially comes from 3 streams i.E – a marketing fee from sellers for showing products, and order-managing (masking logistics). From the customers, it expenses a delivery price for handing over the order.

Recently, Tolexo has started a credit-primarily based payments gadget, where large, reputed clients can avail as many orders at some point of the month as they want, and pay for the equal on a prefixed date.

With 8K active dealers present on the platform, as claimed via Brijesh, and 1.Five Mn unique site visitors every month, Tolexo’s increase is steady and sustainable sufficient to consider within the ecommerce commercial enterprise version.

“We Do A Better Job Than Our Competitors”

The ecommerce situation in India has been a case of inflated valuations adjusted to sensible ones, and the companies favouring purchaser acquisition over retention. Even B2C unicorns along with Flipkart and Snapdeal have had a hard time in turning a earnings. B2B ecommerce is a enormously unexplored marketplace, but a Walmart document has said that the market is expected to attain $seven-hundred Mn through 2020.

Competition does exist within the form of IndustryBuying.Com, Urjakart, Pumpkart, WholesaleDock, Moglix, Kobster.Com, BizBilla and greater.

Not to say, Amazon’s wholesale enterprise arm AmazonBusiness, which these days received a shot in the arm with $17 Mn in investment in September 2016. Chinese ecommerce giant Alibaba too turned its eye upon the Indian marketplace with the release of SMILE in December 2015 – a platform to connect Indian SMEs to get admission to global groups.

So how does a fantastically new entrant like Tolexo cope with the adjustments within the evolving atmosphere?

“Simple. We do a higher process that our competitors,” Brijesh says. When induced to elaborate on the as a substitute conceited claim, he says,

“Our product collection throughout classes stands at approximately 1 Mn+ in the intervening time. Apart from substances consisting of cement, iron and heavy responsibility production products, we provide everything that a small- and medium-sized enterprise can want. Plus, going for walks a a success business is pretty much managing consumer delight. Our order success price is 98%, which being a commercial enterprise marketplace locations us miles ahead of our competition.”

And then there's the NPS. The NPS or Net Promoter Score is the unit of size used by customers to price a business on numerous factors including – maximum ecommerce businesses in India, both B2C and B2B, are slightly dealing with a 15-20 score. Amazon.Com has an NPS rating of 47. “Our NPS score is inside the excessive 20s. Our main motto is that a satisfied consumer ends in first-rate commercial enterprise and this is glaring within the way our customers rate us,” says Brijesh.

But being within the excessive 20s isn't enough for Brijesh and the group at Tolexo. One of their immediately goals is to attain an NPS of 50 in the subsequent six months, beating that of Amazon.Com’s.

The Road Ahead

“It’s all about increase, growth, growth,” Brijesh says when requested approximately future plans. “We’d like to maintain our M-o-M for the subsequent 365 days as we reflect onconsideration on expanding and shooting marketplace shares in other Tier I, II, III, IV towns,” he provides.


As disclosed by Brijesh, it raised INR one hundred fifty Cr in March 2016 in a Series C round led by Amadeus Capital, Quona Capital, and Westbridge Capital. Prior to this, IndiaMART had raised an undisclosed amount from Intel Capital in 2008. Intel participated inside the Series C round too. And before that, IndiaMART had participated in a PE deal led with the aid of the TOI Group in 2006.

With such solid, scalable goals the future seems extra strong than now not for Tolexo.

Editor’s Note

The B2B ecommerce enterprise in India is expected to attain $seven hundred Mn with the aid of 2020. And with contenders which include Tolexo, Industrybuying, AmazonBusiness being in brief supply, the possibility for increase and gaining a lion’s proportion of the marketplace is a attainable notion. Tolexo honestly seems to be at the right route with a commercial enterprise model based totally on customer-satisfaction at the same time as addressing unit economics at the equal time, and growing in a consistent way in place of anywhere, unexpectedly.

But with the GST coming into play and closely affecting manufacturers and manufacturing items as well as inter-country logistics, it remains to be seen how Tolexo and its ilk will cope with the speed bumps on their way to trying to acquire the magical ‘unicorn’ status.

Author Biography.

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