MUMBAI: Smile Group, one of the earliest Indian firms to foray into e-commerce, is restructuring its businesses in a bid to make a comeback in the sector in 2015. The owners of flash sales site FashionandYou plans to change the business model of its group buying site DealsandYou as part of the restructuring exercise. It has also shuttered its online footwear store BeStylish. "The unit economics for the group buying model doesn't make sense in this market. We've shrunk that business and will announce a pivot in a month," said Harish Bahl who founded Smile in 1999. The group's e-commerce revival bid will be largely driven by FashionandYou, with support from its lifestyle brand Freecultr and online fashion jewellery shop Juvalia & You. The three currently account for combined gross merchandise value (GMV) — or total sales value of products sold on the portals — of about $80 million, or approx Rs 510 crore. B...
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