Santhosh Balasundaram, CEO – Shadow Etail – Omni-Brand E-Commerce Category

Santhosh Balasundaram, the Founder & CEO of Shadow Etail, is a visionary leader with over two decades of versatile experience in the business realm. Armed with an MBA and PMP certification, he brings a wealth of knowledge to the table, driving innovation and transformation within the Direct-to-Consumer (D2C) landscape. His seminal work, “Building Shadow Etail,” serves as a roadmap for success in India’s burgeoning D2C industry, outlining strategic insights and tactical maneuvers crucial for navigating this dynamic terrain.

Established on February 10, 2017, Shadow Etail has rapidly evolved into a dynamic House of D2C Brands, headquartered in Coimbatore, affectionately known as the “Manchester of South India.” With a robust portfolio comprising over 25 trademarks and brands, Shadow Etail stands as a trailblazer, crafting lifestyle-based utility-driven niche products across diverse categories such as Auto Care, Home Care, Health & Beauty, Pet Care, and Personal care.

The journey of Shadow Etail is emblematic of resilience and adaptability. Amidst challenges such as the Covid-19 crisis, the company demonstrated unwavering commitment by pivoting its strategies and expanding its offerings. From humble beginnings in a modest office space in Chennai, Shadow Securitronics, now rebranded as Shadow Etail, has emerged as a beacon of innovation and social responsibility.

The success story of Shadow Etail is underscored by its notable brands, each addressing specific customer needs with precision and efficacy. From TOM CAT’s melodious rat repellents to MAMA QUILLA’s nature-inspired comfort pads, every product resonates with the ethos of affordability and environmental consciousness. Other popular brands of Shadow Etail are Bob Cat Rat Glue Pad & rat traps, Gecko, Lubrizap for cycle and bike lubes, Happy Nights herbal mosquito repellents, Blue Raptor, Happy Hippo for pet products. Most of their products are Amazon Best Sellers. Currently Shadow Etail is ranked # 12 in Amazon All over India Seller ranking. 

At the heart of Shadow Etail’s success lies its customer-centric approach. With over 10 lakh satisfied customers and a consistent presence among the top sellers on Amazon, the company has cemented its position as a trusted choice for discerning Indian consumers. Moreover, its commitment to social inclusivity, evidenced by the employment of 30% special needs women and the operation of Fin Pharm, a non-profit community pharmacy, underscores its dedication to making a meaningful impact beyond business.

Looking ahead, Shadow Etail is poised for global expansion, with plans to penetrate markets in the Middle East (UAE), Singapore, Australia, and Germany. This strategic vision, coupled with its relentless pursuit of excellence, positions Shadow Etail as a formidable player in the global D2C landscape.

Shadow Etail epitomizes the spirit of innovation, resilience, and social responsibility. Under the visionary leadership of Santhosh Balasundaram, the company continues to chart new frontiers, enriching the lives of customers while leaving an indelible mark on the D2C industry. As it embarks on its next chapter of growth and expansion, Shadow Etail remains steadfast in its commitment to delivering value, one customer at a time.

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Business Mint Bureau

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