Bulbul

Bulbul was an Indian live video commerce and social shopping platform founded in 2018. It combined creator-led product demonstrations with an integrated shopping marketplace, allowing viewers to ask questions and order products during live broadcasts. Its approach focused on making online retail more conversational and accessible to consumers in India’s Tier-2 and Tier-3 cities.

The platform used multilingual, vernacular-language presentations to connect shoppers with creators and product experts. Live demonstrations, real-time chat and group-buying options brought elements of traditional bazaar shopping into a mobile commerce experience. Its retail categories included fashion, kitchenware, beauty and personal care, and home decor.

For sellers and brand ambassadors, Bulbul combined live broadcasting with product catalogs, customer inquiries and ordering. Its marketplace also connected vendor operations with order fulfillment and inventory systems through supply-chain partnerships. This operating model linked the presentation of products with the practical steps needed to complete and fulfill purchases.

Acquisition and technology integration

An acquisition process began in 2022 and concluded in March 2023, when The Good Glamm Group acquired Bulbul from its Singapore holding company. Bulbul’s proprietary live streaming and video commerce technology was integrated into The Good Creator Co app ecosystem, and key team members transitioned into the acquiring business.

Following the transaction, Bulbul’s standalone mobile application and independent operations were discontinued. Its history therefore spans both the development of a dedicated Indian live shopping platform and the subsequent integration of that technology into a broader creator commerce business.