Discover Regional Fashion
Shop authentic Indian garments through shoppable video reels, directly from regional artisans across India.
India's Regional Fashion,
Finally Discoverable
India's fashion landscape stretches far beyond what mainstream platforms show you. From the block-printed cottons of Bagru to the silk weaves of Kanchipuram, from the mirror-worked ghagras of Kutch to the indigo-dyed fabrics of Bagh, every region carries centuries of craft and living tradition. Yet the artisans behind this work remain invisible to buyers outside their home districts.
NotWhat bridges that gap. We built a marketplace where regional fashion sellers, small boutiques, and independent artisans upload shoppable video reels showcasing their products in real context, not just on a white background. Buyers discover India's diversity through a feed curated to their taste, and go from watching a reel to completing a purchase in seconds.
Whether you are a buyer looking to wear something that carries a story, or a seller who wants to reach customers beyond your city, NotWhat is built for you. Launching on iOS first, with Android to follow.
Simple for buyers.
Powerful for sellers.
For Buyers
BuyersBrowse Your Feed
A personalised reel feed curated around your style preferences, region, and past saves. New regional sellers surface every time you scroll.
Tap to Shop
See something you love? Tap the product overlay on any reel to view full details, sizing, fabric, and seller reviews without leaving the video.
Checkout in Seconds
Save your address and payment once, check out in a single tap. Track your order from dispatch to doorstep, directly in the app.
For Sellers
SellersCreate Your Storefront
Set up your regional boutique profile with your location, specialty crafts, and brand story. No design skills needed.
Upload Shoppable Reels
Record a short video showing your product being worn or styled. Tag items, set prices, publish. Your reel reaches buyers across India instantly.
Manage Orders and Grow
Receive orders, manage inventory through your seller dashboard, and track revenue analytics to understand what your audience loves most.
Shopping that feels
like scrolling.
NotWhat turns discovery into purchase in one fluid experience.
Browse and Discover
A curated feed of regional fashion reels personalised to your taste. The more you engage, the sharper your feed gets.
Shoppable Reels
Watch a seller style their garment, tap the price overlay to add to cart, all without pausing the video.
Bargain Days
Flash sales and limited-time deals from regional sellers in a dedicated tab. Real discounts, never manufactured urgency.
Easy Checkout
One address, one payment method, one tap. Secure processing and a tracking link the moment your order ships.
Your craft.
India's audience.
Everything a regional seller needs to go from zero to selling, in minutes.
Seller Dashboard
A clean command centre showing today's orders, revenue, reel views, and conversion rate at a glance.
Product Management
Add products with photos, size charts, fabric details, and regional origin tags. Inventory tracked automatically.
Upload Reels
Film in the app or upload from camera roll. Tag products, set prices, publish. Your reel is live within minutes.
Order Management
Accept, pack, dispatch orders in a simple workflow. Enter tracking once, and NotWhat notifies buyers automatically.
Built for the way
India shops.
We would love to
hear from you.
Get in Touch
Privacy Policy
Last updated: June 2025
1. Introduction
NotWhat ("we", "our", or "us"), operated by Brahmjot Singh Kohli, is committed to protecting your personal information. This Privacy Policy describes how we collect, use, and share data when you use the NotWhat mobile application and associated website.
2. Information We Collect
- Account information (name, email address, phone number)
- Location data to surface relevant regional sellers and enable accurate delivery
- Device identifiers and usage analytics to improve the app experience
- Payment details processed securely through our payment gateway partners
- User-generated content including reel uploads, product reviews, and messages
3. How We Use Your Information
Your data is used to operate and improve the NotWhat platform, personalise your discovery feed, process orders, communicate about your account, and comply with applicable Indian law including the Information Technology Act, 2000 and the Digital Personal Data Protection Act, 2023.
4. Data Sharing
We do not sell your personal data. We share data with third-party service providers only to the extent necessary to operate the platform.
5. Your Rights
You have the right to access, correct, or request deletion of your personal data. Contact us at support@notwhat.in. We respond within 30 days.
Terms of Service
Last updated: June 2025
1. Acceptance of Terms
By accessing or using the NotWhat application, you agree to be bound by these Terms of Service and our Privacy Policy.
2. Eligibility
You must be at least 18 years of age to use NotWhat. By registering, you confirm that you meet this requirement and that all information you provide is accurate.
3. Buyer Obligations
Buyers agree to provide accurate delivery information, complete purchases in good faith, and use the platform solely for lawful personal shopping purposes.
4. Seller Obligations
Sellers agree to list only products they own or are authorised to sell, accurately describe product condition and regional origin, and dispatch orders within the committed timeline.
5. Prohibited Conduct
- Listing counterfeit, stolen, or prohibited goods
- Manipulating reviews or seller ratings
- Using the platform for money laundering or fraudulent transactions
- Harassing other users, sellers, or NotWhat staff
6. Governing Law
These Terms are governed by the laws of India. Any disputes shall be subject to the jurisdiction of courts in India.
Refund and Cancellation Policy
Last updated: June 2025
Cancellations
Orders may be cancelled within a set window of placing the order, provided the seller has not yet dispatched the item. To cancel, go to My Orders in the app and tap Cancel Order.
Refunds
Refunds are processed to the original payment method within a specified number of business days of the return being accepted by the seller.
Non-Refundable Items
- Custom or made-to-order garments
- Items marked as Final Sale at the time of purchase
- Items that have been worn, washed, or altered after delivery
Return Policy
Last updated: June 2025
Return Window
Returns are accepted within a specified number of days of delivery, subject to the individual seller's return policy as displayed on the product page.
Conditions for Return
- Item must be unused, unwashed, and in its original packaging
- All original tags must be intact and attached
- Return request must be raised through the app within the return window
Return Process
Raise a return request in My Orders. Our logistics partner will schedule a pickup. Once the item is received and inspected, your refund will be processed within the specified business days.
Shipping Policy
Last updated: June 2025
Delivery Timelines
Standard delivery within India takes a variable number of business days depending on the seller's location and your delivery pincode.
Shipping Charges
Shipping charges are set by individual sellers and displayed on the product page and at checkout. Orders above a threshold amount may qualify for free shipping where the seller has enabled it.
Tracking Your Order
Once dispatched, you will receive a tracking link via SMS and push notification. Live tracking is available in My Orders at any time.
International Shipping
NotWhat currently ships within India only. International availability will be announced when it becomes available.