Ecommerce platform LimeRoad has raised INR 11 Cr from Mauritius-based MA Willmind Holdings. The website allows shoppers to buy according to material, brand, colour etc. and unlike the old guard of online retail, it facilitates discussions on products, purchases and their promotions through the viral route and the main thrust of the business relies on user-generated content, which separates it from other platforms like Myntra or Jabong.

(Inc42)