Milestones That Shaped Our Journey Since 2016
Our History
Rebuilding with a Clearer Vision
Year - 2022
In 2022, the venture was re-established with a more structured and long-term approach under the name Ruby’s Global LLC.
The company was formed with a clear mission:
to digitalize everyday commerce, improve access to services, and simplify trade through practical, user-friendly platforms.
With a stronger operational framework and renewed focus on scalability, Ruby’s Global began developing digital products designed to support modern entrepreneurs, small businesses, and independent sellers.
Launch of Shopsmuse (www.shopsmuse.com)
Year - 2025
Ruby’s Global launched Shopsmuse, its first in-house multi-category digital platform.
Shopsmuse brings together eco-friendly products, travel services, learning opportunities, and digital solutions within a single accessible marketplace. The platform reflects the company’s commitment to sustainable living, responsible consumption, and making everyday services easier to access for customers.
The launch represented an important milestone and the company’s first fully owned and operated product.
Building on the foundation of Shopsmuse, Ruby’s Global began developing Shopify applications and digital tools to support independent sellers and small businesses.
These solutions focus on simplifying store management, improving customer communication, and enabling merchants to grow efficiently in the digital economy. The company continues to explore new technologies and services that make online trade more accessible and sustainable.
Expanding Digital Capabilities
Year - 2026
Pause and Reflection
As market conditions changed and the COVID-19 pandemic further disrupted small businesses across the country, Shopcarate’s operations were gradually paused.
This period provided time to reassess, learn from early experiences, and rethink how technology could be used more effectively to serve both sellers and consumers in a sustainable way.
Year - 2018
Foundation During a Period of Economic Disruption
Year - 2016
During the nationwide demonetization in India, many small businesses and farmers faced severe financial hardship as cash-dependent markets slowed and traditional trade channels were disrupted. Access to buyers became limited, and thousands of livelihoods were affected.
Recognizing this challenge, Ruby Khwaja founded Shopcarate in Aligarh, Uttar Pradesh, with the aim of supporting small-scale farmers and local producers through digital means. The platform enabled farmers to list and sell agricultural products such as wheat, pearl millet, and other commodities directly to buyers across regions.
This marked the beginning of our journey into technology-enabled commerce and laid the foundation for our belief that digital platforms can improve accessibility and economic resilience.
Since 2016 Until Today
Our Story