While there are over 240 million digitally connected women in India, only 27% of social media users in India are women, the company said in a statement. Pankhuri was founded in 2019 by Shrivastava who had previously co-founded home rental startup Grabhouse that was acquired by Quikr in 2016. Pankhuri is a platform for women in India to network, learn and shop through live streaming, chat, and cohort-based sessions, enabling them to be active participants in beauty and lifestyle conversations online instead of being passive consumers.