Wooplr, a startup that is aiming to ignite social commerce in India, has closed a $5 million Series A funding round from Helion Ventures to expand its team and grow across the country.

Bangalore-based Wooplr started out as a social network for sharing fashion photos, but it has evolved into a discovery platform for fashion enthusiasts. It was founded in March 2013 by four ex-McAfee colleagues — Arjun Zacharia, Soumen Sarkar, Praveen Rajaretnam and Ankit Sabharwal — and previously raised a $225,000 seed round.

“We aim to deliver on the promise of social commerce — providing the right product, to the right user, at the right time,” Rajaretnam told TechCrunch in an interview.

Wooplr doesn’t let users buy items directly from its service (yet). Instead it lets users post pictures of their outfits, which are then surfaced and showcased to others, who are also given details of where they can go to buy them — both online and at offline outlets near them.
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