This Father-Son Startup Is Making Online Shopping Human Again
New Delhi, 15 June 2025 – In an age where digital algorithms heavily influence consumer behavior, one father-son team is working to restore the human element in online shopping. Maadhav Bhide, Founder & CEO of Ekatra Global Corp, and his son Amit Bhide, Co-Founder & COO, are driving an understated transformation in the e-commerce space with a unique real-time platform that emphasizes shared, interactive shopping experiences.
Their revolutionary SaaS solution allows friends and family to co-shop in real-time together via video, chat, and mutually viewed product – replicating the store experience online. This not only enhances the shopping experience but also offers brands an opportunity to observe how decisions actually occur in real-time.
Unlike conventional ad-driven platforms based on third-party cookies and surmising, in which consumers second-guess themselves in solitude while they shop, Ekatra makes decision-making social experiences. With individuals bringing their inner circle along for the shopping experience, brands receive a much deeper glimpse into the real moments that really matter, the split-second reactions, real-time comments, and social engagement that turn browsers into specific buyers.
“Most websites are taking a stab at what you’ll like from data. We enable you to discover what you’ll truly love by means of the individuals that learn about you best,” points out Mr. Amit Bhide, COO & Co-founder. “It’s the distinction between purchasing independently and having your most trusted advisors with you, even if they are miles away.”
This new category, collaborative commerce, is not just a technology aspect. It’s a people-first revolution in e‑commerce where connection and trust take the reins for the buying process.
“We don’t simply enable purchases, we enable collective decisions,” says Mr. Maadhav Bhide, CEO & Founder. “Our mission is to bring back the warmth and approval of shopping offline to the online experience.”
The duo thinks that this “human-first commerce” is the way forward-particularly in sectors such as beauty, fashion, electronics, and gifting, where peer approval counts the most.
This father-son duo is driving a revolution in the Indian E-commerce market and the world’s online shopping community through India’s first collaborative commerce solution.
