Everything you need to write about us.
The fact sheet, the timeline, the marks and the boilerplate — checked, current, and free to use. If a number you need is not here, ask and we will get it for you rather than let you estimate.
press@mydukaan.ioVerified numbers only
Every figure below is measured against the running platform, not a projection or a marketing round-up. Last checked 5 September 2026.
| What | Figure | How it's counted |
|---|---|---|
| What Dukaan is | An e-commerce platform for Indian sellers | Storefront, catalogue, payments, delivery and WhatsApp automation in one dashboard. Not a marketplace — merchants bring their own customers. |
| Free plan | ₹0 | One store, unlimited products, no time limit |
| Storefront themes | 53 | Themes shipping in the theme library, switchable in one click |
| Plugins | 99 | Apps in the marketplace across marketing, store management, support, analytics, shipping, utilities and payments |
| Public API | One REST API + signed webhooks | The same API the dashboard and mobile apps use — not a reduced public subset |
| Service fee on sales | 4.99% → 0.99% by plan, capped at ₹200/order | 4.99% on Free, 3.99% Starter, 1.99% Growth, 0.99% Infinity. Capped at ₹200 per order regardless of order value; not charged on manual orders or non-INR stores. |
| Free plan | Free forever | Unlimited products and orders, no card required, no time limit |
| WhatsApp automations | 6 | Order placed, shipment updates, status changes, cart recovery, store leads, OTP login — sent from the store's own linked WhatsApp number |
| Payment methods | UPI, cards, netbanking, wallets, COD, international | Razorpay for domestic; Stripe and Dodo Payments for international |
| Support response | 4–6 hours | Email support, seven days a week |
| Headquarters | Bengaluru, India · remote team | |
| Infrastructure | Bare metal, not public cloud | Migrated off public cloud in 2022 for latency on slow Indian networks |
If you need a figure that is not on this list — merchant demographics, category breakdowns, GMV, regional splits — write to press@mydukaan.io. We will either give you the number or tell you we do not publish it. We will not give you an estimate dressed as a fact.
How it got here
The decisions that shaped the product, including the ones that looked wrong at the time.
The 30-second store
Founded on one question: how do you get a neighbourhood shop selling online in under a minute, with no budget, on a slow phone? Everything since has been downstream of that constraint.
Beyond the storefront
A storefront alone was not enough — sellers needed payments, delivery and a catalogue that could hold a real business. The platform grew into an end-to-end stack instead of a link-in-bio store.
Leaving the cloud
The platform came off public cloud onto bare metal — against near-universal advice — chasing millisecond page loads on India's slowest networks. CTO Subhash Choudhary later demonstrated the failover by killing a production server live on a podcast.
The marketplace
The plugin marketplace and theme library grew to what is now 99 apps and 58 themes, so a seller could reach for a countdown timer or an enterprise OMS bridge without leaving the dashboard.
WhatsApp as the order desk
WhatsApp automations sent from the store's own number. Not a marketing blaster — transactional messages tied to real order events, which is where Indian buyers actually read.
One binary, one price
The backend consolidated into a single Go service on Postgres, with checkout pricing unified into one server-side engine — closing the class of bug where a buyer is shown one total and charged another.
Angles we can actually help with
If your story is one of these, we have data, a spokesperson and merchants who will talk on the record. If it is not, tell us anyway — we would rather point you somewhere better than pitch you something irrelevant.
An unusually contrarian infrastructure decision with four years of hindsight behind it, and a CTO willing to explain the trade-offs including the ones that did not go well. Latency numbers, cost structure, and what it takes operationally.
Return-to-origin is the quiet killer of small D2C margins. We can show the mechanics, what actually moves the number, and the arithmetic of why cutting order volume can raise profit.
Why Indian buyers read WhatsApp and ignore email, what Meta's conversation pricing means for a small seller, and why the sensible product decision is fewer messages rather than more.
Most platforms take a percentage of merchant sales. We take none, on any plan. Happy to talk about what that means for unit economics and why flat pricing suits Indian sellers.
What changes when you assume a mid-range Android on two bars of signal is the target device rather than the edge case — in theme design, checkout flow and payment method ordering.
We can introduce you to sellers running real businesses on the platform, with their own numbers, including ones where things went wrong first. We do not script them.
Media kit
Logos, wordmarks and colour values for editorial use. Please do not alter, recolour, rotate or stretch the marks, and please do not place the colour logo on a busy photograph.
Horizontal · on dark
The primary lockup. Use this wherever there is room for the full wordmark on a dark background.
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Horizontal · on light
The same lockup for white and light backgrounds, which is most print and most editorial layouts.
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Icon mark
For favicons, avatars and any space too small for the wordmark to stay legible.
Download SVG ↓Colour
Typography is Unbounded for display and Space Mono for labels — both freely available on Google Fonts if you need to match a layout.
Boilerplate
Dukaan is an e-commerce platform for Indian sellers. It gives any merchant a storefront, catalogue, payments, delivery and WhatsApp order automation in a single dashboard — with 58 themes, 99 plugins and no commission taken on sales. Founded in 2020 and headquartered in Bengaluru, Dukaan runs on its own bare-metal infrastructure, built for buyers on slow connections and inexpensive phones.
Copy freely. 89 words.
Talk to a person
Interviews, quotes, data requests, speaking and fact checks. We reply within one business day, and we will tell you if we cannot help rather than going quiet.
press@mydukaan.ioThe right door
- A problem with your store — support@mydukaan.io, answered in 4–6 hours, seven days a week.
- Agency or reseller — the partner program.
- Joining the team — open roles, or careers@mydukaan.io.
- Building on the API — the docs.