Epik launches India’s first 'Try and Buy' commerce model for mass premium segment

Bangalore-based startup Epik has unveiled India’s first 'Try and Buy' commerce model, targeting the mass premium segment with a blend of AI-driven personalization and human expertise. The model aims to address trust and experience gaps in high-consideration purchases, offering customers options to try products at home or via live video demonstrations with experts.

Epik launches India’s first 'Try and Buy' commerce model

Bangalore-based startup Epik introduced India’s first 'Try and Buy' commerce model during its Epiklogue event on September 18. According to YourStory, the model aims to redefine the shopping experience for high-consideration purchases in the mass premium segment by combining AI-driven personalization with human expertise.

The startup offers two primary options: 'Try at Home,' where an expert visits the customer to demonstrate products, and 'Try on Video,' where demonstrations occur via live video calls. This approach targets categories such as smart homes, personal electronics, skincare, perfumes, premium cookware, and apparel, where customers often seek personalized guidance before purchasing.

How the model works

Epik’s 'Try and Buy' model leverages what the company claims is the world’s first experience commerce engine. This engine manages serviceability, fulfillment, demo units, and matching customers with experts. The startup’s Managing Director, Gotama Gowda, reportedly stated that the model reduces returns to near-zero levels by ensuring high-conviction purchases through expert-led demonstrations.

The startup positions itself as a middle ground between traditional ecommerce—described as an "ocean" of endless options—and modern trade, characterized as a "lake" with limited choices. By curating products and providing expert guidance, Epik aims to offer a more personalized and trust-driven shopping experience.

Industry partnerships and adoption

Epik has attracted partnerships with several multi-billion dollar multinational corporations (MNCs) across industries such as consumer electronics, skincare, and premium apparel. According to reports, these brands have collaborated with Epik for exclusive product launches and festive season offers, signaling strong industry validation for the startup’s model.

The Epiklogue event saw participation from industry leaders, including Manu Sharma, Managing Director of Dreame Technology India, and Pushpa V, Head of Marketing for Personal Care at Philips India. Their presence underscores the growing interest in experiential commerce models among established brands.

Background: India’s ecommerce landscape

India’s ecommerce sector has long been dominated by platforms offering low-touch, high-volume transactions. While this model works for low-consideration purchases, it often falls short for premium or complex products where customers seek hands-on experience or expert advice.

Modern trade, or organized retail, provides a curated selection but is limited by physical store reach. Epik’s model attempts to bridge this gap by bringing the curated, expert-led experience of modern trade to a scalable digital platform.

What this means

Lazyfounder analysis — our interpretation, not reported fact.

Epik’s model addresses a critical gap in India’s ecommerce landscape: the lack of trust and personalization in high-consideration purchases. By blending AI-driven recommendations with human expertise, Epik is carving out a niche between traditional ecommerce and modern trade. For founders, this signals an opportunity to rethink how premium products are marketed and sold, especially in categories where customers value hands-on experience.

However, scaling this model will depend on Epik’s ability to maintain quality control, manage logistics efficiently, and keep customer acquisition costs in check. If successful, it could inspire similar hybrid models in other markets or industries.

Key takeaways

• Epik’s 'Try and Buy' model is a first-of-its-kind in India, targeting the mass premium segment.
• The startup combines AI personalization with human expertise to reduce returns and build trust.
• Partnerships with multi-billion dollar MNCs suggest strong industry validation.
• Epik’s positioning bridges the gap between ecommerce’s endless options and modern trade’s limited selection.
• The model’s success hinges on scalable logistics and expert-customer matching.

FAQ

What is Epik’s 'Try and Buy' model?

Epik’s 'Try and Buy' model allows customers to experience products before purchasing, either through in-home visits by experts or live video demonstrations. The model combines AI-driven personalization with human expertise to guide high-consideration purchases.

How does Epik’s model reduce returns?

Epik claims its model ensures high-conviction purchases by providing expert-led demonstrations, which help customers make informed decisions. This reportedly reduces returns to near-zero levels.

Which industries is Epik targeting?

Epik is targeting industries such as smart homes, personal electronics, skincare, perfumes, premium cookware, travel accessories, and premium apparel—categories where customers often seek personalized guidance.

How does Epik differ from traditional ecommerce?

Unlike traditional ecommerce, which offers endless options with minimal guidance, Epik curates products and provides expert-led demonstrations to create a more personalized and trust-driven shopping experience.

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