An Exclusive Interview with Ms. Subarna Mukherjee, Founder & CEO of Shop Culture, a global brand strategy and e-commerce growth agency
In this inspiring interview, Subarna Mukherjee, Founder and CEO of Shop Culture, discusses her vision of transforming global brands through strategic storytelling and digital excellence. She shares insights into building impactful e-commerce growth strategies that resonate across cultures.
What inspired you to start Shop Culture, and how did your early experiences shape its foundation?
Subarna Mukherjee: Shop Culture was born out of both observation and conviction. After over a decade at Amazon, Flipkart, and ITC, I noticed a gap in how most agencies approached e-commerce; they focused on execution but rarely on strategy or brand meaning.
I wanted to bridge that gap by combining the science of platforms with the soul of storytelling. My experiences taught me how algorithms, availability, and customer experience drive rankings, while branding, positioning, and pricing ladders shape long-term growth. Shop Culture blends both: platform science × brand meaning.
That’s the foundation helping brands scale profitably while staying authentic. The vision was to create a global, democratic, tech-driven ecosystem where brands could thrive across borders, categories, and marketplaces.
What does “culture” mean to you in the context of global branding and digital commerce?
Subarna Mukherjee: For me, “culture” is the essence of what makes a brand human. It’s the emotional language that connects values to behavior, story to strategy.
In global commerce, where technology often flattens differentiation, culture becomes a competitive advantage that shapes how brands communicate, localize, and earn trust across markets.
At Shop Culture, we see every brand as a living culture, a reflection of people, purpose, and products. When that culture is aligned with data, design, and digital intelligence, it transcends geography and algorithms.
Culture is what drives meaning in a transactional world; it’s how you make consumers feel, not just what you make them buy.
How has the evolution of e-commerce changed the way businesses should think about brand growth?
Subarna Mukherjee: E-commerce has evolved from being a sales channel to becoming the ecosystem where brands live and grow. Earlier, visibility and price ruled; now, value, experience, and trust define success.
Algorithms are smarter, competition is global, and attention spans are shorter so growth isn’t just about traffic or ad spend, but about strategic precision. Brands must think holistically: product-market fit, content relevance, operational efficiency, and long-term profitability.
The new growth playbook demands agility and insight balancing automation with authenticity. Businesses that approach e-commerce as a living brand environment, not just a marketplace, are the ones building category leadership today.
How does Shop Culture approach developing customized brand strategies for diverse markets?
Subarna Mukherjee: Our approach is rooted in cultural intelligence and data-driven insight. We begin by understanding the brand’s core identity and what makes it meaningful and then translate that essence into market-specific strategies.
For example, what drives conversion in the US may not resonate in the EU or India due to differences in compliance, content tone, or buying behavior. We integrate localization into every aspect of pricing, packaging, platform, and performance marketing.
Our team blends strategic thinking with operational execution to make global expansion seamless. It’s not copy-paste globalization; it’s contextual growth helping each brand express its culture authentically while adapting to local consumer realities.
What are the biggest differences between consumer behavior in India and other international markets you’ve worked with?
Subarna Mukherjee: Indian consumers are incredibly value-conscious yet brand-aware. They research extensively, compare options, and are open to experimentation especially when the product offers utility and trust. In contrast, Western consumers are more driven by brand narrative, sustainability, and long-term loyalty.
The buying cycle in India is shorter but highly influenced by reviews, pricing, and promotions, whereas in mature markets, it’s relationship-driven. These nuances mean brands can’t apply one-size-fits-all strategies.
Understanding cultural triggers, language, aspirations, and purchase psychology is key. What’s exciting is that India is now setting trends, not just following them, especially in lifestyle and beauty categories.
Are you exploring new service areas like metaverse branding, influencer commerce?
Subarna Mukherjee: Yes, we’re constantly exploring emerging intersections of technology and brand engagement. Influencer commerce, live shopping, and AI-driven personalization are already reshaping how consumers discover products.
The metaverse and virtual brand experiences are still early-stage but promising especially for storytelling and community-building. Our focus is on scalable innovation: understanding how these tools can drive measurable business impact, not just buzz.
We’re integrating influencer ecosystems and content creators into e-commerce strategy to blend reach with relevance. The goal isn’t to chase every trend, but to identify technologies that truly enhance brand meaning, consumer connection, and conversion outcomes.
What advice would you give to women aspiring to enter entrepreneurship or leadership in digital business?
Subarna Mukherjee:: Start before you feel ready. There’s no perfect moment or playbook, just clarity of purpose and willingness to learn.
Build expertise that compounds understanding both the creative and commercial sides of your field. Digital business is dynamic; resilience and adaptability matter as much as skill.
Surround yourself with mentors, collaborators, and allies who challenge and support you. And most importantly, owning your story &authentic leadership is your greatest differentiator.
As women, we often underestimate our voices; use yours to create, question, and lead with empathy. Leadership today isn’t about control, it’s about clarity, conviction, and contribution.
Subarna’s journey exemplifies how creativity, strategy, and authenticity can redefine success in today’s fast-evolving global marketplace.
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