Shadow Etail is a House of Brands embracing multiple brands under a single umbrella in Auto Care, Home Care, Health & Beauty, Pet Care & Personal Care. 

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What we are all about?

What we are all about?

Shadow Etail is one of the fastest-growing D2C (Direct to Consumer) companies in Southern India. Based out of Coimbatore (Manchester of South India), we manufacture a diverse range of household utility products, easing your day-to-day household and lifestyle challenges. This establishes Shadow Etail as a House of D2C Brands.

Many of our products are positioned as Amazon’s Top 10 Best Sellers, having satisfied the hearts of more than 1 Million customers in India.

With more than 30,000 orders shipped every month from our warehouses throughout the country, Shadow Etail ranks #16 in the Top Sellers list on Amazon and Tops as Amazon Premium Seller.

Our premium yet affordable products are renowned for their cruelty-free herbal formulation, being eco-friendly and customer-friendly.

Our product portfolio consists of nearly 25 trademarks across multiple categories of repellents, auto care, pet care, baby care, bags, toys, cosmetics & medicines. The list of our well-known brands includes Tom Cat, Bob Cat, Happy Nights, Mama Quilla, Minimalist, Fin Pharm, Gecko, Lubrizap, Germinox, Commando, Royal Heritage, Maharishi, Hola Cosmetics, Hola Baby, Ninth Ray, Happy Hippo and Blue Raptor.

Shadow Etail products are available on multiple e-commerce marketplaces like Amazon, Flipkart, Meesho, Jio Mart, Amazon Glow Road, Big Basket, Lulu Online, and also their own website – www.shadow We offer trusted same-day shipping for all products from our secured warehouses located in Bangalore (KA), Coimbatore/ Chennai (TN), Gurgaon (Haryana), Delhi, Mumbai (Maharashtra), Lucknow (UP), Hyderabad (Telangana), Vizag/ Vijaywada (Andhra Pradesh), Jaipur (Rajasthan), Hyderabad (Telangana) & Mohali (Punjab).

The company’s vision consists of:

  1. Benefitting every Indian household with at least 1 of its affordable premium products, spanning across multiple segments.
  2. Becoming recognized as one of the largest D2C brands in India with its unique and premium products.
  3. Touching a revenue of 100 Crores by the 2025 year end.
  4. Launching close to 100 products by the year end 2024, which are currently pipelined.

Our products will soon be available globally in Middle East (UAE), Singapore & Australia.

Being India’s Leading House of D2C Brands, Shadow Etail is a socially inclusive company. The company achieves this through 4 ways:

  1. All of Shadow Etail Brands and Products are environmental friendly and are manufactured in strict conditions, ensuring both, human and animal safety.
  2. Shadow Etail currently employs 90% women out of which 30% are special needs women and is working towards increasing this to over 50% of their total workforce.
  3. Shadow Etail’s owns Fin Pharm, a community based pharmacy, which operates on a no-profit basis to cater to the needs of customers in Coimbatore and Tamilnadu. Currently, more than 10,000 customers benefit from the Fin Pharm pharmacy monthly.
  4. Some of our brands are socially conscious Eg. All profits from the Mama Quilla brand (Premium Herbal Sanitary Pads) is donated as products to respective NGO’s or Orphanages.

The secret behind company’s swift rise has been directed by the visionary entrepreneurship of Santhosh Balasundaram, who has propelled the company’s growth from a 60 square feet small office in a Chennai building, to owning more than 25 different brands and spread across 15 states in India. The company ships more than 30,000 products every month, across 15 states, with a turnover of 30 crores, ensuring a consistent growth of 2X every year.

To take benefit of the adopted strategies and the implemented blueprint, Santhosh has provided a concise yet elaborate roadmap in his book “Building Shadow Etail” to benefit fellow entrepreneurs. His noteworthy success has been recorded in numerous newspaper and magazine publications.

Shadow Etail

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