June a month of rainbows in the sky and the street

Photo: Office ET Now


  • The e-commerce platform started in 2019.
  • The platform is about to meet 1,300 customers this month of July.
  • Revenue generated from the platform is donated to Sambhava, a Bengaluru-based NGO for the LGBTQ+ community.
  • BeUnic selected for the second round of Shark Tank India 2022.

By Somasree Chakraborty

New Delhi: Getting to know people from the LGBTQ+ community through an e-commerce website itself is intriguing and unique. Ashish Chopra, who likes to be called “the guy next door”, has created an e-commerce platform, known as BeUnic (pronounced as unique), in which he, along with his sister and mother, bring together products made by queer people, entrepreneurs, and vendors from across the country on one stage.

It offers a limited range of products ranging from accessories to decorative items made by the queer community, but for everyone. The platform was launched in 2019, with their first product being “shoes”.

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Speaking to ET NOW, Chopra shared his idea behind creating the platform which he believes can help promote the LGBTQ+ cause. “Even buying a product on our platform can support our cause”

BeUnic remains an open consumer forum but wishes to limit its sellers within the community. “We don’t want to be like other generic e-commerce platforms out there. Everything is weird with us, the money goes into the community. I want to build an e-commerce ecosystem for LGBT+ entrepreneurs.”

BeUnic is ready to cross 1300 customers by July. After entering international markets and receiving an overwhelming response, the company received orders from Australia, the United States, the United Kingdom, Norway, Croatia, and even Puerto Rico.

Chopra revealed that the USP of its platform is to keep only limited stock for a select few. “The idea is to only have about fifty products of the same item, which stands out because then there would only be fifty people in the whole world who would have this product”

Which then are the top sellers on the platform, Chopra jokes that it was the “rainbow shoe” that sold like hot cakes. He also adds that there are plenty of takers for T-shirts with rainbow prints and LGBTQ+ symbols.

What is even more unique is that a portion of the revenue proceeds generated by the platform are donated to NGOs supporting the LGBTQ+ cause, such as the Bengaluru-based Swabhava community.
And Pride month brings more good news for the startup, as BeUnic has been selected for the second round of the popular commercial reality show, Shark Tank India season 2. Ashish Chopra is gearing up to woo ‘Shark’ Aman Gupta, the Co-Founder and CMO of boAT because he thinks he can guide him with better branding in the future.
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