In a world obsessed with viral growth, IndianRoots.com is a fascinating anomaly—a $3.6M revenue lifestyle brand operating in stealth mode, or perhaps, simply in decline. With a global rank of #8.2M and barely 1,400 monthly visitors, this isn't a startup story; it's a digital ghost story.

"This isn't a scaling challenge—it's a visibility crisis. For a company with 31 employees, traffic this low suggests a fundamental product-market disconnect."

The presence of Zendesk suggests customer support infrastructure, but with this traffic volume, it's likely idle. The use of Tailwind CSS and Bootstrap indicates a custom-built or heavily customized platform—far more investment than typical dropshipping stores make. This creates a paradox: a technically sophisticated platform with no audience to use it.

• Revenue-to-traffic ratio is unsustainable: $3.6M from 1,406 visits implies either massive offline sales or a broken attribution model
• 31 employees is too many for this digital footprint, suggesting either a pivot in progress or operational bloat
• Tech stack screams ambition (Next.js, Akamai, Klarna) but execution shows neglect