Meesho’s Project Suraksha leverages technological innovations and artificial intelligence to redefine safe e-commerce in India

e-commerce, AI, Myntra,

Meesho, unveiled its ‘Trust Assurance Report’ today. This comprehensive report showcases Meesho’s steadfast dedication to creating a secure and trustworthy marketplace for its customers. The company’s vision of empowering 100 million small businesses in the online space highlights its pioneering role in democratizing internet commerce and supporting MSMEs in their transition from offline to online. Emphasizing on technological innovations, seller-friendly policies, and robust security measures, Meesho has earned a reputation as the go-to, cost-effective destination for India’s price-conscious consumers.

One of the key pillars of Meesho’s strategy is ‘Project Suraksha,’ an umbrella initiative that encompasses multiple strategies to combat counterfeit and restricted products. Under this project, Meesho has implemented stringent verification processes, engaged in brand partnerships, and leveraged analytical models for fraud detection. As part of this project, Meesho created a ‘Suraksha List’ comprising ~1,800 brands which have been identified as high-risk for infringement and counterfeiting. The project has yielded impressive results, with nearly 42 lakh counterfeit and infringing product listings and 10 lakh restricted products deactivated in the past six months.  Since February, there has been a 80% reduction in platform views for non-compliant listings, they now represent a mere 0.1% of platform views. The platform’s robust verification processes ensure only legitimate sellers are selling on Meesho. In 2023, Meesho’s systems detected and blocked over 12,000 bad actor accounts from accessing the platform.

Addressing the growing concern of counterfeit products in the digital era, Meesho has proactively tackled this issue with significant measures. By leveraging advanced technologies like artificial intelligence and data science models, the platform can promptly detect and flag suspicious listings and bad actor seller accounts. In addition, Meesho has forged strong partnerships with brands, ensuring the protection of intellectual property rights and providing customers with a trustworthy shopping experience they can rely on.

Sanjeev Barnwal, Founder & CTO at Meesho says, “As a technology-driven platform, Meesho is dedicated to providing its customers with a safe and trustworthy online shopping experience. We leverage advanced techniques in computer vision and natural language understanding to continuously fortify our quality checks and effectively identify counterfeit products & bad actor sellers. We also have a dedicated quality and compliance team that proactively cross verifies automated signals and in turn enables us to combat fraudulent practices which builds trust with our users.”

Utkrishta Kumar, CXO, Business at Meesho says“At Meesho, our customers’ safety and satisfaction are at the heart of everything we do. By continuously investing in technology, enhancing quality checks, and forming strategic brand partnerships, we have significantly improved our ability to detect counterfeit products and protect our users from potential harm. Our strong focus on customer and seller education fosters a transparent relationship, instilling trust in our platform and making Meesho the preferred destination for authentic and reliable products in India’s competitive e-commerce landscape.”

Deep Bajaj, Co-Founder at Sirona Hygiene said, “Meesho has come a long way to ensure both customers and sellers are safeguarded from counterfeit products. In today’s competitive market, preserving the sanctity of our brand is paramount. The team has been extremely proactive in addressing this challenge and we are confident that with the new technological features and designated compliance team, Meesho will soon become the preferred marketplace for all brands.”

As part of its commitment to customer and seller education, Meesho provides extensive seller education programs, ensuring sellers understand regulatory frameworks governing online product sales. Simultaneously, Meesho educates consumers about fraudulent activities and provides a simple reporting mechanism to swiftly address any issues. By empowering users with knowledge, Meesho aims to create a secure and informed shopping environment.

In the realm of modern e-commerce, trust reigns supreme. Meesho’s resolute dedication to combat counterfeit products and bad actors helps establish a transparent and trustworthy connection with consumers. Through collaborations with stakeholders, Meesho continues its steadfast pursuit of providing a secure and reliable online environment for genuine products.

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