MINNAT LALPURIAS 7VACHAN: THE WEDDING

CONSULTANTS DIGITAL MARKETING DILEMMAS

ABSTRACT
This case study is an attempt to discuss the importance of a coherent digital marketing strategy for an
online startup, 7Vachan.com (7Vachan). Minnat Lalpuria (Minnat), the Founder-CEO, conceptualized
and launched 7Vachan, a wedding services consultant and aggregator in 2012. Driven by the mission
of being the one-stop-shop for Indian weddings across the globe, 7Vachan offered a broad portfolio
of services venues, professional wedding services (such as photographers, makeup artists, decorators,
etc.) and wedding products (such as wedding rings, gifts, invitation cards, etc.). Having launched its
wedding photography services vertical towards the end of 2015, Minnat and her team faced the
dilemma of how to bring the professional wedding photographers on board 7Vachan. After internal
discussions, the team zeroed in on using the online channel, as against the offline channel, marketing
7Vachan as an online platform to the professional wedding photographers. What could be its digital
marketing strategy? At the same time, Minnat also had a larger dilemma in mind how to sustain
customers and vendors trust in 7Vachan as an online wedding consultant and aggregator?

Pedagogical Objectives

To understand the changing landscape of Indian weddings and discuss the new business
opportunities emanating from the same

To understand 7Vachans business model as an Indian wedding services aggregator, the challenges
thereof and debate on the sustainable solutions for these challenges

To analyze 7Vachans growth challenges and debate whether the contemplated services, especially
wedding photography aggregation, would complement and sustain its business model

To discuss and debate on the importance of digital marketing for a startup in general and for an
online startup in particular

Case Positioning and Setting

This case study can be used for MBA Program in either of the following:

Startups and Entrepreneurship Course: To understand the nuances of business and revenue
model of a digital business

Digital Marketing Course/Module: To understand how various components of digital

marketing SEM, SMM, content marketing and display marketing can be stitched together
to offer a compelling marketing proposition to a digital startup.
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