How did you start this store? How did you plan the business model and how long did that take?
When we launched Indian Concepts, we approached many branded retailers stores to display our merchandise, but the commercial terms demanded by them were ridiculous. Accepting these terms would have meant increasing the prices of our products by 100%, which was not acceptable to us since we wanted to offer value for money to our customers.
The escalating rentals for mall space also made launch of own store difficult. All these setbacks forced us to think about the unconventional channel of online store for our Kurtas.
Since we were targeting corporate women the online model also suited us, as most of the corporate women have access to internet in their office or at home. Considering that today’s corporate women are hard pressed for time, our online store offers her the convenience of shopping from the comfort of her home or office.
Developing the online store took us about six months and involved a number of activities like selecting the technology platform, developing the theme, tie-up with logistics partners etc.
Besides online social media and networking, are there other marketing mediums you use?
Social networking sites today bring most of the traffic to our online store, besides some marketing efforts through search engines. The social networking sites also help us in seeking customer feedback and suggestions on new designs, thus we involve our customers too in developing new products for them.
Women in India still believe in buying material and tailor making their clothes. Would you sell your hand-woven skin friendly fabric online in the future?
We’ve gained the confidence of our customers not only because of skin-friendly fabrics we use, but also due to our other USPs like high quality under lock stitching, that provides longer life to the garment while retaining its original form and shape; and body friendly fits that facilitate easy stretching and free movement of your body.
All these key features collectively give Indian Concepts a distinguished position. Keeping all this into consideration one cannot attain these features by tailor making products even if we decide to sell woven fabrics.
What other products will you target to sale through your online store?
We are soon coming up with a range of leather corporate bags for women. Also ethnic corporate footwear and accessories are in line.
What are the top three requirements to kick start an e-business according to you?
Three things which put a business on a success path online are:
- A unique product concept
- A good quality website that gives a realistic display of the products
- Effective digital marketing plan
Thank you Manali Shenoy, and Indusladies wishes you success in your ventures.
