Fashion portal LimeRoad, has roped in former Miss India, Neha Dhupia as their Style Director. Neha Dhupia, who now holds a stake in the company, will be an employee of the company and will draw a regular salary.

Neha Dhupia is expected to lead community engagement, bring in fresh style ideas and interact and encourage the users.

LimeRoad is a Delhi based site, which is focused on women’s fashion along with home decor, includes social aspects in shopping with consumers creating and sharing scrapbooks.

Users have created over 2.5 lakh scrapbooks that are visual looks created by putting clothes, footwear and accessories together. Experts said getting celebrities on board help young companies get credibility quickly.

For startups like LimeRoad where funds are in the form of risk capital and are needed for more urgent needs like technology development and merchant and team expansion a typical television campaign can prove to be too expensive.

“Those with small marketing budgets are providing equity to celebrities to help create brand awareness,” said Ashish Jhalani, head of advisory firm eTailing India.

Neha Dhupia in her new role as a businesswoman said, “I always wanted to build something of my own and LimeRoad is my idea of a breakthrough company. Exclusive products shown through beautiful user generated scrapbooks streaming live on mobile, is one of a kind concept in India.  I want every girl/woman across the country to find a platform to express their own personal style and nothing around me allows them to do just that quite like LimeRoad. This new role gives me the opportunity to interact with the community on a more personal level and encourage them to express the creator in them.”

Here’s wishing Neha Dhupia and the entire team at LimeRoad all the best.