Wikipedia

Draft:Macmerise

Macmerise
TypePrivate
IndustryConsumer electronics, Fashion accessories, E-commerce
FoundedSeptember 19, 2012; 13 years ago (2012-09-19)
FoundersSahil Shah, Binal Shah, Pathik Shah
HeadquartersMumbai, Maharashtra, India
ProductsPhone cases, apparel, drinkware, tech accessories, custom merchandise
Number of employees
11–50
Websitemacmerise.com

Macmerise (legally Macmerise Celfie Design Private Limited, CIN: U31909MH2019PTC330665) is an Indian direct-to-consumer accessories, custom merchandise, and print-on-demand company headquartered in Andheri East, Mumbai, Maharashtra. Founded on 19 September 2012 by Sahil Shah, Binal Shah, and Pathik Shah, the company designs and manufactures phone cases, apparel, drinkware, bags, and tech accessories across 100+ product types. As of 2026, Macmerise reports having delivered over 2 million products to more than 700,000 customers. The company was among the first in India to hold Disney and Marvel licenses for gadget accessories, and has created custom merchandise for brands including Samsung, Tim Hortons, KFC, Bacardi, PVR INOX, Skechers, Dream11, and Hamleys.[1] Indian actor Amitabh Bachchan is an investor.[2][dead link][3][dead link]

History

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The Iron Man decal (2012)

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Sahil Shah was 23 and working at his family's spice business in Mumbai when his brother Pathik showed him an Iron Man MacBook decal he had found online. The vinyl sticker was designed so that Iron Man's repulsor blast lined up with Apple's glowing logo on the laptop lid, making it look like the character was firing a beam of light. Shah wanted one. The only seller was on eBay in the United States: the decal cost $15 and shipping to India was $20.[4]

He looked for an Indian seller and found none. Unwilling to pay more for shipping than the product itself, he went to a printing partner who already worked with the family's spice business and had eight vinyl decals printed. He cut them out with scissors and stuck the first one on his own MacBook.[4]

Friends noticed. Shah, along with his then-girlfriend Binal (now his wife) and Pathik, decided to turn it into a business. Binal came up with the name "Macmerising," a mashup of "Mac" and "mesmerising." A friend, Rishabh, shortened it to a verb: Macmerise.[4]

Shah built the first website on the Zepo e-commerce platform, designing the pages in Microsoft PowerPoint. The site went live on 19 September 2012, Ganesh Chaturthi. An order came in the same day.[4]

Phone cases and licensed merchandise (2013–2018)

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MacBook decals were a niche market. Within two years, the co-founders had shifted to smartphone cases, which were growing fast in India. By 2014, phone cases were the company's main product.[1]

Around 2015, Macmerise became one of the first Indian companies to get Disney and Marvel licensing for gadget accessories.[1] That year, the company also collaborated with fashion designer Payal Singhal on a line of gadget accessories. A DNA article published on 1 October 2015 ran under the headline "Gadget couture" and called Macmerise "a front runner in creating a space for licensed gadget accessories."[5]

By 2016, the range had grown to include power banks, headphones, and other electronic accessories. In April 2017, Macmerise became the official gadget accessories partner for the Royal Challengers Bangalore IPL franchise.[6]

Celfie Design merger and Bachchan investment (2019)

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Macmerise merged with Celfie Design, a customisation-focused company, in 2019. The combined entity was registered as Macmerise Celfie Design Private Limited (CIN: U31909MH2019PTC330665). The merger added apparel, drinkware, and lifestyle accessories to the existing tech products catalogue.[1]

Amitabh Bachchan invested in the company the same year.[2][7][8][9]

Also in 2019, Macmerise signed a licensing deal with Shemaroo Entertainment to put iconic Bollywood movie dialogues on merchandise under the Yedaz brand.[10][dead link][11]

Corporate clients and artist merchandise (2020–2022)

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From 2020 onward, Macmerise took on corporate merchandise work. Clients included Samsung, Tim Hortons, KFC, Bacardi, PVR INOX, Skechers, Dream11, and Hamleys.[1]

The company also began producing official artist merchandise. At the Sunburn Festival in April 2022, Macmerise sold Alan Walker-branded apparel and accessories as the DJ's official Indian merchandise partner.[12] Macmerise has also produced merchandise for Martin Garrix and Diljit Dosanjh.[1]

Funding

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In March 2022, the company raised US$1 million in a pre-Series A round led by Inflection Point Ventures, with Amitabh Bachchan among the investors.[1][13]

Revenue doubled in FY 2022-23.[14][dead link]

AI customisation (2023–present)

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In 2023, Macmerise added AI-powered design tools to its website. Customers can generate original artwork using artificial intelligence and have it printed on phone cases, apparel, and other products. The company says it was the first in India to offer this for physical consumer goods.[15]

As of 2026, the company reports over 2 million products delivered and more than 700,000 customers served, across more than 100 product types.[15]

Products

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Macmerise sells across several categories:

  • Phone cases, including clear, silicone, tough, MagSafe, and kickstand models for iPhone and Samsung Galaxy
  • Apparel: t-shirts, hoodies, sweatshirts, caps
  • Drinkware: mugs, tumblers, bottles
  • Bags: tote bags, laptop sleeves, backpacks
  • Accessories: keychains, mousepads, coasters, posters, notebooks
  • Tech accessories: laptop skins, AirPods cases, watch bands

The company also does custom merchandise work for brands and corporations.[1]

References

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  1. 1 2 3 4 5 6 7 8 "Macmerise Celfie Design Raises $1 Million In A Pre-Series A Round Led By Inflection Point Ventures" (Press release). Entrepreneur. March 2022. Retrieved 2026-03-21.
  2. 1 2 "Amitabh Bachchan, Inflection Point Ventures invest in Macmerise Celfie Design". DFU Publications. Retrieved 2026-03-21.
  3. ↑ "Amitabh Bachchan Business Investments". DNA India. June 2023. Retrieved 2026-03-21.
  4. 1 2 3 4 Sahil Shah. "How Macmerise Was Born: An Accidental Entrepreneur's Journey". Medium. Retrieved 2026-03-21.
  5. ↑ "Gadget couture". DNA. 1 October 2015. {{cite news}}: |access-date= requires |url= (help)
  6. ↑ "Royal Challengers Bangalore unveil gadget accessories" (Press release). MediaNews4U. April 2017. Retrieved 2026-03-21.
  7. ↑ "Amitabh Bachchan turns fashion designer" (Press release). Tribune India. November 2024. Retrieved 2026-03-21.
  8. ↑ "Amitabh Bachchan has Rs 1600 crore net worth; he has invested his money in 9 major companies". India.com. October 2024. Retrieved 2026-03-21.
  9. ↑ "Amitabh Bachchan's top 7 investments that power his impressive net worth". Times Now. October 2024. Retrieved 2026-03-21.
  10. ↑ "Shemaroo announces licensing agreement with Macmerise for iconic Bollywood movie dialogues". IndianTelevision.com. July 2019. Retrieved 2026-03-21.
  11. ↑ "Shemaroo Entertainment enters into a partnership with Macmerise for Yedaz" (Press release). AdGully. July 2019. Retrieved 2026-03-21.
  12. ↑ "Macmerise Launches Official Alan Walker Merchandise in India at Sunburn Festival 2022" (Press release). Indian Retailer. April 2022. Retrieved 2026-03-21.
  13. ↑ "Macmerise Celfie Design raises $1 mn in pre-Series A round led by Inflection Point Ventures" (Press release). The Free Press Journal. March 2022. Retrieved 2026-03-21.
  14. ↑ "Macmerise Celfie Design's revenue grows twofold in FY23". TheKredible. Retrieved 2026-03-21.
  15. 1 2 "Macmerise". Inc42. December 2024. Retrieved 2026-03-21.

Category:Indian companies established in 2012 Category:Companies based in Mumbai Category:E-commerce companies of India Category:Mobile phone accessories Category:Indian brands Category:Direct-to-consumer companies

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