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Want to shop American-made this holiday season? This Mark Cuban-backed startup offers a Chrome plugin that tells Amazon users where sellers are based.

Want to shop American-made this holiday season? This Mark Cuban-backed startup offers a Chrome plugin that tells Amazon users where sellers are based.

Mark Cuban was the first to invest in Cultivate.
Jin S. Lee



Harsh Khurana founded Cultivate during the pandemic after he saw the socioeconomic impact COVID-19 was having on the small businesses in his area.



Cultivate is a search engine and Chrome plugin that helps users find American-made products on e-commerce sites like Amazon and Target.



Mark Cuban was the first VC Khurana reached out to and the first to sign on to back the startup, which is currently run by a team of four.



Khurana's goal is to help shoppers find higher-quality products and avoid decision fatigue, while also helping small businesses thrive and generating more money for the US economy.



Visit Business Insider's homepage for more stories.

Say you want to buy a beach chair a?? you're doing some wishful warm weather planning to get you through the pandemic's winter. So you go to Amazon, type "beach chair" into the search bar, and hit enter. Almost instantly, Amazon loads items 1-48 of over 2,000 beach chairs on the e-commerce site. Two thousand beach chairs, some with as many positive reviews. You scroll a bit, not even making it through the first 48 chairs before you get overwhelmed. Which reviews are fake? Which products are shoddy? Which brands are trusted and which are counterfeiters? The stress mounts. You start to rethink the beach chair endeavor entirely. Summer is a long ways away. You have a bath towel that should be fine to sit on, right? You leave the tab open just in case.Harsh Khurana wants to help you buy your beach chair. More specifically, he wants to help you find an American-made beach chair that is a high-quality product, without any of the Amazon-induced decision fatigue. "The good quality beach chairs might be at the bottom because somebody's paid to be on top," Khurana told Business Insider in an interview. "We have so many stresses in our lives, especially during coronavirus, the last thing we want to do is spend more time online to find the product that we need."
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