Wishpicker creates gift recommendation engine for India

Wishpicker creates gift recommendation engine for India

Summary: An Indian startup aims to help people decide what to give based on inputting data such as the recipient's age, relationship with giver and type of occasion.


Online gifting has certainly picked up a notch with the rise of e-commerce in India. So what does one do if they are at a point when they don't have a clue of what to pick for their friends or loved ones?

That's where Indian startup Wishpicker.com comes in handy. Founded in January this year by Prateek Rathore and Apurv Bansal--both IIT Delhi graduates, their idea came into existence from a personal experience they faced.

Wishpicker helps people decide what to gift when a special occasion is around the corner, it is a social gift recommendation engine that ources gift ideas and products from across the Web. Users can search for gifts based on their relationship with recipient, age, and occasion at hand.


"Be it a 'romantic' birthday gift for a 'geeky' boyfriend, under 1,000 rupees, or a 'creative' anniversary gift for middle-aged parents delivered within three days," said Apurv Bansal, co-founder of Wishpicker. According to Bansal, gift ideas are completely customized depending on the personality of the gift recipient, and the type of gift that the user wishes to give.

Their key offering is the gift recommendations they provide and their relevancy to what a user is looking for. You can find the ideal gifts for anyone at Wishpicker, on any occasion. You can also use the filters (price, personality, type of gift, delivery days, and etc) to narrow down your search results to find the best possible gifts fitting in your criteria.

According to Prateek Rathore, the other co-founder, the recommendation engine has two components--manual and algorithmic. 

On the manual front their team manually curates the best products from different e-commerce Web sites to ensure getting rid of "boring" or "traditional" products from their portfolio. Unlike price comparison engines, or other aggregators, where users know what they want to buy, users of wishpicker do not know what they want to buy or gift. They are here to get surprised by the gift choices, and hence manual intervention is critical, stated Prateek.

He said their unique selling point was the algorithmic recommendation engine. Once the gifts have been curated manually, and basic tags have been applied, their algorithm then incorporates about 80 parameters, which vary depending on the search query--relationship with recipient, occasion, age, and etc. Based on these parameters, and through machine learning, the algorithm shows up the most appropriate gifts--which would differ for each and every search query entered by a user.

They use analytics to make it better each day. Their algorithm learns a lot from user behaviour. They believe that users need social proof while buying a gift, and this algorithm incorporates the gifting behaviour of people and other trends to increase the accuracy of the results that are shown. Thus, the final results shown to the user are dependent on: parameters defined by the wishpicker team, and behavioral trends identified by analytics. These together help us make the best gift recommendations.

One of the good things for them is that they are early in this game. As of now they don't have direct competition. Indirectly, competition comprises of online gifting and flower Web sites but given the fact that these Web sites are primarily e-retailers for gift products, and do not focus on gift recommendations. Wishpicker has tied up with a lot of these Web sites to source gift products. Considering the value chain involved in gifting, they focus on solving the most relevant and largely unaddressed problem--deciding what to gift.

Wishpicker.com intends to help:

  • People living outside their home towns, looking to send gifts back home--these are young Indians from small towns who have jobs in Tier 1 cities, and expats who wish to gift relatives back home.
  • People looking for recommendations for gifting their dear ones on a special occasion--these people are unsure about what to gift, and are looking for customized recommendations for the occasion at hand.

Their marketing is varied across SEO, viral marketing, social media and specifically targeting users during festive ocassions. The primary target market lies in the age group 16-35 years. The current target market is India. However they plan to expand globally very soon.

Topics: E-Commerce, Start-Ups, India

Srinivas Kulkarni

About Srinivas Kulkarni

Srinivas is an avid blogger and a technology enthusiast who has worked for a couple of digital/tech startups in India since 2010. He has also worked with a few technology clients dealing with tech startups in India and Asia-Pacific, giving him an insight on the country's startup space. In his spare time he listens to audiobooks, podcasts and is a passionate travel blogger.

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  • This is actually totally duplicate of giveter

    There is competition. Wishpicker is a copy of giveter. Almost exact copy, starting with the GUI. Giveter is far far better.
    • Product market fit

      Hey Prem! We're as similar as Sony and Samsung..and as different as Dominos and Pizza Hut..we're helping people decide what to gift, and are thrilled with the positive feedback and traction that we have received in the 50 days of our existence. Also, I'm glad that you think we can improve, and hence would love to hear your feedback..I am at apurv[at]wishpicker[dot]com. Would love to hear from you on email. Thanks!
      Apurv Bansal
  • Ctrl C (giveter) + Ctrl V => wishpicker

    Seriously guys come on! Anyone can see that wishpicker is a crappy copy of Giveter. U know it and all the users know it. U can give all this shit such as Sony Samsung but even u know it that in reality u are a cheap Chinese phone manufacturer.

    Stop behaving like kids and show some authenticity. The way you've acted even brings IITD to shame. Bhai, ye company hai college ka assignment nahi ki ek raat mein kisi senior se copy maar lia.

    @ Srinivas: u seem to have a pretty good profile and it is expected that what u write is well researched. In this case, it is not so.
  • Funny discussion

    Found the above discussion quite funny, so couldn't resist myself after reading it! It's almost like a 'saas bahu' drama, quite surprised at how people actually care so much about who came after or who 'copied' whom.

    Anyway, I hadn't heard of either of these 2 websites before, so I checked both of them, and I actually found Wishpicker much easier to use, specially the pinterest-'inspired' design and also found the gift recommendations better (looked up a Rakhi gift).

    But that's my opinion, I'm sure there would be people, like the one above (who btw definitely looked a bit biased), who'd like giveter more. At the end, it is the customer who gets to decide who is better at solving the problem. I mean, I didn't really care that Google came in after Yahoo, Facebook after Orkut, or Zomato after Burrp. All that matters to me is who gets the job done better.
  • Reliable Gifting Site

    Recently www.straightline.in changed their business type from general online shopping to a gifting site and its truly reliable and perfect for gifting. They have thousands of gift idea and a very effective Gift finder tool through which you will find perfect gift for any occasion, any age group, relationship and more. I have sent gifts for 4 times from this portal and I must say that they are good service provider.
  • Send Gifts and Flowers to India through IndianGiftsCenter.com

    IndianGiftsCenter.com offers wide range of gifts, fresh flowers arrangement, cakes, chocolates, teddy bear, sweets, fresh fruits, dry fruits, and balloons etc. delivery all over India same day on birthday, wedding, wedding anniversary or any other special occasion.

    Please visit: http://www.indiangiftscenter.com