Suchi Mukherjee on Two-Sided Markets

Suchi Mukherjee founded LimeRoad in 2012 as a women-focused social-commerce and fashion e-commerce platform, building the venture around a scrapbook-style discovery model that prefigured the later Indian social-commerce wave.

The discovery-led, social-sharing product architecture — where users curated looks that other users could shop — was a deliberate alternative to the search-led horizontal-commerce model, betting that Indian fashion demand was discovery-driven rather than intent-driven.