Bulbul, India’s first multi-language live-streaming video e-commerce platform, aims to redefine how products are sold in India by providing a live, engaging and interactive experience for buyers and sellers.

Bulbul’s app provides a platform for hosts to demonstrate their products live, and answer viewers’ questions in real time. Bulbul will also offer group buying and sharing features that allow viewers to involve their friends and family for a more social experience.

Bulbul will offer streams in most Indian languages, targeting a wide range of local-language speakers and consumers outside major urban centres who may not find existing English-language e-commerce platforms accessible or engaging.

Bulbul was founded in Delhi by Sachin Bhatia, who co-founded both TrulyMadly, a dating app for singles in India, and MakeMyTrip, India’s leading online travel company; Atit Jain, who co-founded Gigstart, a platform for performing artists, and Pluss App, an online pharmacy that was acquired by Netmeds; and Sichen (Sianna) Liu, who co-founded Hawa, a lifestyle platform for Indonesian women and short video app Wakaka, that was acquired by Kuaishou, one of China’s most popular video social networks.