India’s online shopping site, Koovs is giving up on daily deals. According to Anand Rai of Techcircle.in, the e-tailer began moving away from daily deals earlier this year and switched focus to becoming a more general shopping site. Now Koovs is discontinuing its deals segment entirely.
Rai points out that Koovs has also cut out a number of its categories and consolidated others in an effort to restructure itself into a lifestyle products site offering apparel, accessories, personal care items and home furnishings.
Last June it was announced that Delhi-based BenefitsPlus a white label employee benefits and rewards program service provider, acquired a majority share in Koovs for approximately $2 million.
There was more than a small hint at the time of acquisition that Koovs might eventually steer away from daily deals when the founder and CEO of BenefitsPlus said, “We are going to turn Koovs into a very interesting e-commerce business. It won’t be an average daily deal site or a group buying site, but will evolve into a specialised e-commerce player.”
Rai said he believes that Koovs has simply chosen to focus on one thing and get it right and now that they have some experience with selling products, they know what works and want to stick with it.