Asort Company Profile: Inside India's First Co-Commerce Success Story

Asort is a co-commerce company that started in 2011 and now sells fashion, beauty, fitness and home products through a store, an app and a network of seller partners. This profile covers who started it, how the model works, how the reward ranks are set up and what each in-house brand sells. Figures come from the company's own descriptions, so check them in the app before you rely on them.

Origin and founder

Asort was set up in 2011 by Roshan Singh Bisht, a first-generation entrepreneur. It is registered as Dynamic Beneficial Accord Marketing Private Limited. The early years went into building the business model and the operating systems, working from a single location.

The founders saw a gap. Ordinary people, especially in smaller cities and towns, had few accessible ways to start a business with little money. Asort was designed to fill that gap with low-cost entry and plenty of support.

What co-commerce means here

Asort describes co-commerce as a mix of direct selling, e-commerce and social commerce. Three ideas sit behind it:

• Sellers, makers and influencers work together on growth instead of competing for the same customer.
• The platform supplies infrastructure and resources that lower the cost of starting out.
• Mentoring and business training help partners learn as they go.

In 2016 the company moved from offline operations to an online platform. It then built the Sell & Earn program, which lets people earn from their own purchases, from sales and from referrals. Asort says it reaches over one million lives in more than 20 states and has nearly 300,000 partners, with a deliberate focus on Tier 3 and Tier 4 cities. Those numbers are the company's claims and have not been audited in public.

Sell & Earn and the rank ladder

Members collect Asort Points (AP), and 2 AP convert to ₹1. Points come from personal purchases, orders placed by community partners and referrals that end in a sale. Ranks then decide the purchase discount a member gets.

These percentages are discounts on what you buy. They are not income. Higher ranks also unlock group profits, which are earnings tied to team sales, and growth funds for learning. Requirements have been revised over time, so confirm the current ladder in the app.

Digital A-Preneur for content creators

The Digital A-Preneur Program rewards people who create and share content about Asort products on Instagram, YouTube and similar platforms. Levels depend on how many content pieces you post and how many followers you have.

Creators who bring in new creators earn a referral bonus, from ₹500 for five referrals up to ₹2,500 for twenty or more. Rewards depend on program rules at the time, so read the current terms before planning around them.

How Asort earns and who it serves

Asort works with two audiences. On the business side it partners with seller networks and vendor partners across 20+ states. On the consumer side it runs an online marketplace where anyone can buy across the product categories. Product sales, including its own brands, make up a large share of revenue. Asort also connects outside businesses with relevant communities, which works like advertising.

The newer Asort Gold model changed some of the rules. It introduced Asort Gems, where 1 Gem equals ₹1, and a lighter sign-up. The Asort Gold loyalty program post lists the details.

In-house brands and what they sell

Fashion and lifestyle

Ifazone covers everyday basics for men and women: fitted denim, casual t-shirts and bottoms with an eye on fabric and comfort. Mr. Huffman is the premium menswear label, with oxford shirts, blazers, ties and men's sunglasses.

Beauty and accessories

Amiiga sells beauty and personal care for women. Its range includes a 2-in-1 lipstick that doubles as a cheek tint with SPF 15 and tea tree oil, perfumes such as Dejavu and BLOOM, and a smudge-proof kajal. Solasta focuses on accessories and footwear: casual belts, reversible formal belts, wallets and socks.

Fitness

Kuefit makes activewear for men and women in breathable fabrics. Examples include women's joggers with reflective detailing for low-light workouts and mesh sports shoes with light cushioning. The label has also moved into fitness accessories and nutritional supplements.

Home and daily needs

This category includes bath products, home decor, pooja essentials and fresheners.

Before you act on this profile

Ask customer care to confirm the current rank rules and any purchase needed to stay active. Our sign-up guide walks through registration, and the MCA lookup guide shows how to confirm the company's registration yourself.

Company details: Asort is operated by Dynamic Beneficial Accord Marketing Private Limited (CIN U51909HR2011PTC115887), registered office at No. 25, AWFIS, 5th Floor, Ambience Mall Gurgaon, Gate No. 03 and 04, DLF QE, NH-08, Gurugram, Haryana 122002. Contact: care@asort.com or 0124-6906900.