Safe Shop
Safe Shop (Safe and Secure Online Marketing Pvt. Ltd.) is a privately held Indian direct-selling and e-commerce company, headquartered in New Delhi, that sells 457+ products across 16 proprietary sub-brands in healthcare, personal care, kitchen, grocery, footwear, and spiritual categories to retail consumers and an independent direct-seller network across multiple Indian states.
- Company typePrivate
- Founded2001
- HeadquartersNew Delhi, India
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Safe Shop does
Safe Shop, legally Safe and Secure Online Marketing Pvt. Ltd., is an Indian direct-selling and e-commerce company headquartered in A-3/24, Janakpuri, New Delhi, founded in 2001 and operating across 25 years. The company sells a multi-category portfolio of products organized under 16 registered sub-brands — including Haoma (healthcare/wellness), I Bae (cosmetics), Miakasa (home and kitchen), La Rasoi (grocery), Safe Shop Zeno (apparel), Scotch Moda and Stivali (footwear), Safe Travel, Wellnuss, Laranya Lavanya, Brunswik, Euro House, Me Myself, Zibaldi, and Vechetti — spanning healthcare, personal care, lifestyle, kitchen-essentials, grocery, travel, footwear, spiritual, and learning-knowledge categories. The product catalog lists 457+ SKUs at MRP ranging from Rs. 199 to Rs. 12,499, with proprietary or distinctive items such as the Talking Bhagavad Gita, Sampoorna Hanuman, and the 2025-launched Safe Slimm weight-management line.
The company runs a dual-channel distribution model. The first channel is a direct-selling network of independent sellers operating under a formal Direct Seller Agreement and Code of Conduct with regional grievance representatives in nine-plus Indian states; a Business Volume (BV) system tracks sales performance for commission calculation. The second channel is the company's own e-commerce website (www.safeshopindia.com) and mobile application, which accept digital payments only — via Bill Desk, Paytm, and PayU — with free delivery above Rs. 3,000 and a 15-day return policy. Order fulfillment is handled through empanelled couriers and India Post from a primary warehouse and dispatch center in Bamnoli, Dwarka, New Delhi.
Safe Shop's revenue mechanics are unit-pricing at MRP across both channels, with the direct-selling channel capturing wholesale-to-retail margin on seller purchases and the e-commerce channel capturing retail margin on direct consumer orders. Customer-facing technology is limited to the proprietary KAVYA / IHQS ticketing system for grievance management and WhatsApp Business chat support; no AI/ML capabilities, public API, or external SDKs are disclosed. The company is privately held with no disclosed external investors, parent, or subsidiaries, and operates only in the Indian market. Compliance posture is documented through ISO 9001, FSSAI, GST, and Legal Metrology certifications.
Safe Shop firmographics
Firmographics- Name
- Safe Shop
- Legal name
- Safe and Secure Online Marketing Pvt. Ltd.
- Website
- https://safeshopindia.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Safe Shop (Safe and Secure Online Marketing Pvt. Ltd.) is a privately held Indian direct-selling and e-commerce company, headquartered in New Delhi, that sells 457+ products across 16 proprietary sub-brands in healthcare, personal care, kitchen, grocery, footwear, and spiritual categories to retail consumers and an independent direct-seller network across multiple Indian states.
- Ownership category
- akta.pro rank
Safe Shop industry classification
Industry- Product category
- Direct Selling & Multi-Category Retail
- NAICS
- Health and Personal Care Retailers (456), Other Health and Personal Care Retailers (45619), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Retail-Variety Stores (5331)
- akta.pro primary industry
- Health, Wellness & Pharmacy Online Retailers (CRAFADAG)
- akta.pro secondary industries
- Discount Drugstores with Beauty & Personal Care Focus (Value Beauty) (CRAEAHAH), Health Food & Supplement Stores (CRAHAEAC)
Keywords
Where Safe Shop is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices3 records
Markets served
Safe Shop business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Direct Product Sales: Products are sold through direct sellers who purchase products from the company at wholesale prices and sell to customers at retail prices. The company generates revenue from the margin between wholesale and retail pricing. A Business Volume (BV) system is used for tracking sales performance.
- E-commerce Retail Sales: Direct retail sales through the company's e-commerce website www.safeshopindia.com. Products are sold at Maximum Retail Price (MRP) with digital payment processing through integrated payment gateways.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Wide range of products across multiple categories |
| Unit Pricing | Pay-as-you-go | Free delivery threshold |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Safe Shop product offering
Product offeringCore offering
Safe Shop sells a multi-category range of consumer products—including healthcare supplements, personal care, cosmetics, kitchen and home care, fashion, and food and grocery items—through a pan-India network of independent direct sellers and a proprietary e-commerce portal. The company markets these products under its own brand labels (such as Mi Lifestyle, GS, Herbal Daily, Skin Refine, Karebyn, Blue Ocean, BTY) as well as through partnerships with established brands like Apollo Pharmacy. Distribution combines person-to-person direct selling with online ordering and delivery tracking for end consumers across India.
Product overview
Safe Shop is a direct selling company operating a multi-category e-commerce platform offering 15+ proprietary sub-brands across Healthcare, Personal Care, Lifestyle, Kitchen-essentials, Grocery, Travel, Footwear, Spiritual, and Apparel categories. The portfolio is organized around distinct sub-brands including Haoma (health/wellness Ayurvedic products), I Bae (cosmetics), Miakasa (home/kitchen products), La Rasoi (grocery/spices), Safe Shop Zeno (apparel), Scotch Moda (footwear), Stivali (leather shoes), Safe Travel (travel accessories), and others. The company operates through a direct selling model with digital payments only, distributing through its website www.safeshopindia.com. Key product lines include wellness syrups (Flo Ezee, Livocare, Koff Kare), personal care (toothpaste, shampoo, body mists), home care (dish wash, floor cleaners, detergents), spiritual products (Talking Bhagavad Gita, Sampoorna Hanuman), and the Safe Slimm weight management line.
Differentiator
Problem solved
Functional benefit
Brands
- HAOMA: Healthcare, personal care, and wellness products including syrups, supplements, and herbal items
- I BAE
- MIA KASA
- LA RASOI
- ZENO
- SCOTCH MODA
- LARANYA LAVANYA
- STIVALI
- SAFE TRAVEL
- BRUNSWIK
- EURO HOUSE
- ME MYSELF
- WELLNUSS
- VECHETTI
- ZIBALDI
- SAFESHOP ZENO
Products and services
- Mi Lifestyle Marketing Global product range Proprietary brand portfolio under Mi Lifestyle Marketing Global spanning healthcare, personal care, cosmetics, kitchen and home care, fashion, and food and grocery categories, sold through Safe Shop's direct sellers and e-commerce portal to Indian consumers.
- Safe Shop e-commerce shopping portal Company-operated online store where customers can browse and order multi-category consumer products from Safe Shop's brand portfolio with home delivery, payment gateway integration, order tracking, and free delivery above INR 999.
- Apollo Pharmacy partnered product range
- KAVYA smart vending Smart vending technology platform developed by Safe Shop for automated dispensing of its consumer products, complementing direct selling and online channels.
- Direct selling business opportunity Independent distributor program enabling individuals in India to join Safe Shop's direct selling network, sell its multi-category consumer products, and earn retail and team-based income.
Quantifiable outcome
- 15-day return policy for customer satisfaction
Companies that use Safe Shop
Customer profileSegments2 records
Ideal customer profiles2 records
Safe Shop technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Safe Shop partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
Safe Shop competitors and assessment
Company assessmentDirect peers
- Amway India: India's largest direct selling company with a multi-category portfolio spanning health (Nutrilite), beauty (Artistry), and home care. Operates the same direct seller + e-commerce hybrid model as Safe Shop and serves as the most direct comparable for business model, GTM, and regulatory positioning.
- Oriflame India: Direct selling cosmetics company operating in India with a focus on beauty and personal care. Comparable to Safe Shop's I BAE brand offering, and shares the direct seller + digital sales channel structure.
- Vestige Marketing: Indian direct selling firm offering health, personal care, and home care products through a direct seller network. Directly comparable in operational model, India-only footprint, and product category breadth.
- Tupperware India: Direct selling kitchenware and home products company operating in India via a party-plan and direct seller model. Most directly comparable to Safe Shop's MIAKASA kitchen-essentials brand in category and GTM motion.
- Herbalife India: Global direct selling company with a heavy wellness and weight-management focus in India (meal replacement, supplements). Comparable to Safe Shop's HAOMA brand and Safe Slimm line in particular.
- Modicare: Indian direct selling company offering wellness, personal care, home care, and food products through a direct seller network and online portal. Closely matches Safe Shop's category mix, Indian market focus, and dual-channel distribution model.
Broad incumbents
- Patanjali Ayurved: Large Indian FMCG and Ayurvedic products company with a multi-brand portfolio spanning healthcare, personal care, grocery, and cosmetics. Comparable as a multi-brand Indian wellness and consumer goods operator though distributed through retail rather than direct selling.
- Dabur India: Large Indian FMCG incumbent with deep Ayurvedic/wellness portfolio (Dabur Honey, Chyawanprash, Hajmola) and established retail distribution. Relevant as a competitor in HAOMA's Ayurvedic supplement and personal care space.
Emerging players
- Nykaa: India's leading online beauty and personal care retailer. Comparable as a domestic e-commerce-led multi-brand retailer in the cosmetics and wellness category that competes with Safe Shop's I BAE cosmetics brand online.
Regional players
- Avon India (退出市场): Global direct selling beauty company historically present in India via direct sellers. Relevant as a direct selling beauty comparator though its India operations have scaled back.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Safe Shop social profiles
Digital presenceSafe Shop compliance and trust
Trust signalCompliance4 records
Safe Shop financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safe Shop leadership team
Management profileNumber of profiles
Profiles5 records
Safe Shop funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safe Shop M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Safe Shop
What does Safe Shop do?
Safe Shop sells a multi-category range of consumer products—including healthcare supplements, personal care, cosmetics, kitchen and home care, fashion, and food and grocery items—through a pan-India network of independent direct sellers and a proprietary e-commerce portal. The company markets these products under its own brand labels (such as Mi Lifestyle, GS, Herbal Daily, Skin Refine, Karebyn, Blue Ocean, BTY) as well as through partnerships with established brands like Apollo Pharmacy. Distribution combines person-to-person direct selling with online ordering and delivery tracking for end consumers across India.
Is Safe Shop a public or private company?
Safe Shop is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Safe Shop founded?
Safe Shop was founded in 2001. It employs 11 to 50 people.
Where is Safe Shop based?
Safe Shop is headquartered in New Delhi, India, in the Asia region.
How does Safe Shop make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are E-commerce Retail Sales.
Who are Safe Shop's main competitors?
Direct peers on record are Amway India, Oriflame India, Vestige Marketing, Tupperware India, Herbalife India and Modicare. Broad incumbents are Patanjali Ayurved and Dabur India. Nykaa is listed as an emerging player. Avon India (退出市场) is listed as a regional player.
Does Safe Shop have an API?
No public API is recorded for Safe Shop.
What industry is Safe Shop in?
Safe Shop's product category is Direct Selling & Multi-Category Retail. Its primary akta.pro industry code is CRAFADAG, Health, Wellness & Pharmacy Online Retailers, with a secondary code of CRAEAHAH, Discount Drugstores with Beauty & Personal Care Focus (Value Beauty). Its NAICS code is 456 and its SIC code is 5331.