We believe quality products can elevate your life.
Especially when they're priced affordably.
Indian Retail is Broken. We want to Fix it.
The original French word for retail meant "to cut off" as in to buy in bulk and sell in pieces. Back then, retailers saw themselves as just one small part of the supply chain, and they priced accordingly, with modest margins.
Today, retail has flipped. Stores call themselves "brands" and mark up prices by 200–300% over their cost, hiding behind buzzwords like CAC, YOY growth, and market share.
Actually Fair was created to challenge that.
Every product on this platform has a simple, honest markup: just 14% over the cost we pay directly to manufacturers.
No bloated branding, no fake luxury - just well-made products that match or beat the quality of what you'd find at any big-name retailer in India.
If you’ve found your way here, thank you. You deserve to save more and still get the best. And if you believe in what we’re building, do tell a friend.
We don’t spend on ads - because that cost gets passed on to you. We grow through word of mouth, not marketing budgets.
The difference is clear.
Every item you see has been handpicked for its quality. It is likely the best product in its segment, offered at a price that makes you realise how unfair everything else is.
No Noise. No Manipulation. You choose what to buy.
We don’t sell stories. We don’t sell hype. We focus on the only thing that should matter - the product. If you like what you see, you’ll decide for yourself. You don’t need a celebrity or a flashy ad to tell you what to buy.
Transparent and Honest Pricing.
We keep things simple. Low overheads, no middlemen, and direct sourcing from top suppliers. That means we only charge what we need to keep operations running - nothing more. With no spending on branding or marketing, we stay the most affordable option among high quality retailers.