Building a niche

E-Commerce Portal
E-Retailing In India
Recommendation

Competitions

Introduction
Challenges

Promotion

Prepared by:
Timbo Mohamed
Nyein Wai
Thi Tho Huong
Puja Singh
Erdenekhuu Khurelbaatar
 DESIFIRANGI.COM INTRODUCTION
DESIFIRANGI.COM INTRODUCTION

••• Online
Target
0% women’s
TheProduct
Founders
first the fashion
had
market
return in the retailer
of100 years
recentexperiences
Honeymooners,
most vacationing
year .
and later adding
combining clubwear,
from resort wear, distribution,
manufacturing, beach wear to
•• Establish
Used the in Nov.
third 2014 party to delivery products.
logistic
E-Retailing In India
Recommendation

the company’smarketing,
logistics, portfolio. brand management,
Competitions

Introduction
Challenges

•• Founded
Promotion

4 pm by 7 people
orderwill be and 5 were
shipped on women.
the same day.
analytics, finance, engineering.
• Started its operations with lingerie and nightwear lines
• Niche
Customer
first. in Tier
lingerie, 1 and 2 will
nightwear, clubreceived a day and
wear, western
• Market target: metropolitan cities and state
wear retailer coners can received within 4-5 days.
two. Remote
• capitals,
Quality stays away
products from
to limit traditional
return Indian
rate, build wear,
niche superior
•• 8000 customers
products quality, visit the
unique site daily.
design, great service, varieties(
• Customers retention
A rising level program
of women workforce and media
plus size, )
•• Competitors:
exposure,
Offer 32 foreign
bonuschanging
10% cost tofashion
fashion retailer
nexttrends, online
brand,
purchase. color,
• since
quality2015
Importing products
and from China, Sri
design….Indian Lanka, become
women Indonesia,
• Feedback and support.
The US,with
choosy European
lingerie. nations and some high quality,
• Base on Faridabad, a suburb of Delhi
• affordably
Easy returnpriced Indian lingerie brands on its site.
policies
 DESIFIRANGI.COM INTRODUCTION
DESIFIRANGI.COM INTRODUCTION
E-RETAILING
ISSUES IN
FASHION E-RETAILING
IN
AND INDIA
APPAREL E-RETAIL
INNERWEAR AND LINGERIE

• Low penetration of credit cards and customer

• 35% High potential
revenue for growth, rarelyand openly discussed preference
by for cash transaction
• • Deep discounting from
led to Fashion
huge losses among Apparel onlinee-retail
•• retailers
2020.
Traditionally fragmented and dominated • Retailers
by local had to pay courier companies to collect
and
Market size $ 2 Billion in 2013
••• Online
The
Target
0% women’s
Founders
first
unorganized
Product the fashion
had
market
players
return in the retailer
of100 years
Honeymooners,
most recent experiences
year vacationing
. cash form the customers and transfer it to the
• Difficulties:
• • Customers Touching
hadAnnual
becomeGrowth fabric
habituated and
to (CAGR) try garment
heavy discounts before
Compound rate 60-65 %company
••• •Buy
andmaking
laterbulk
combining
The the of
adding purchase.
from clubwear, resortbought
manufacturing,
lingerie was wear, distribution,
beach
from wear to
brick-and-motor
•
Establish
Used
Reachfrom $
in
thewhere Nov.
third
multiple
45-55
2014
logistic
sites
billion party to delivery
looking
by 2020 for the products.
best •
deals Many of third-party courier companies are small

In India
• the stores men often acted as sales assistants
Recommendation

company’smarketing,
Technology
logistics, played a vital
portfolio. role in management,
brand the success of andonline
unreliable
Competitions

without having any loyalty to any particular seller

Introduction
•• ••Founded
Challenges

apparel retail
Promotion

4 Reach
Many
pm $by
women
order 2207 willbillion
people
awkward
be value
and 5 of
and
shipped weregoods women.soldsame
uncomfortable
on the by 2025.
to•day.
buy
Under-developed and inefficient rail and road
•• High analytics,
Started its finance,
operations engineering.
with lingerie and nightwear lines
• rateHigh of resolution
product return (15-20%
pictures andan in the industry,
videos of model

E-Retailing
•• Reasons:
Online lingerie retailers gave alternative networks
to physical
• 40% Customer
Niche
first. in
• Can
stores cash in
lingerie,
360target: onTier
degree 1
delivery) and
nightwear,
viewing 2 will
club received
wear,
and zooming a
westernday
toolsstate and
• Some states have imposed entry taxes on goods sold
• Market accessmetropolitan
24/7 cities and
• •First-time
wear
two.•Convenience
retailer
Virtual
Remote
Projected buyers dressing
coners
CAGR felt of andreceived
can
online
14% three-dimensional
shopping within
is risky4-5 days. trail by e-commerce
rooms
• Quality
capitals, stays away
products to limit from traditional
return rate, buildIndiannichewear,
superior
• The new regulation permit 100% FDI in online
•• • Retailers
8000
 Save
Deft marketingtime to
forced
customers
and
and
visit
heavy
effort
incur
the
promotion,
shipping
site daily. costs availability
both of a
of marketplace,
•• delivery
products
Customer quality,
rétentionunique design,
program great service, varieties( prohibit marketplace form offering
Amultitude
 Offer
rising of
level
and deals choices
of women
return and discountsare also important
workforce and roles
media
plus size, ) – sponsored and carried out a variety discounts
•
•• Competitors:
Amazon
exposure,
Offer bonuschanging 32 foreign
10% cost tofashion
fashionnexttrends, retailer
purchase. brand,online
color, of
activities, advertise heavily on offline media
• since quality2015
Importing products
and from China, Sri
design….Indian Lanka, become
women Indonesia,
•• Feedback
Small-town andshoppers
support. played a critical role in the
The
choosy US, withEuropean
lingerie. nations and some high quality,
success of
• Base on Faridabad, a suburb online apparel sales
of Delhi
• affordably
Easy return priced Indian lingerie brands on its site.
policies
 INNERWEAR AND LINGERIE

• High potential for growth, rarely openly discussed

• Traditionally fragmented and dominated by local and
unorganized players
• The bulk of lingerie was bought from brick-and-motor
stores where men often acted as sales assistants

In India
Recommendation

Competitions

• Many women awkward and uncomfortable to buy

Challenges

Promotion
• Online lingerie retailers gave an alternative to physical

E-Retailing
stores
• Projected CAGR of 14%
 • • Initially
Started known as Moods
INNERWEAR
in 2005 ANDofLINGERIE
Cloe, was founded in 2012

• PankajAs an Vermani, Neha kant, Suman chowdhary & Aditya Chaturvedi

• Founded offline nightwear
in 2011 by Richa boutique brand
kar & Kapil in Mumbai
karekar
• Backup
The•onlineHigh apparel
potential , fashion
for growth,andrarely
accessories
openly market
discussed was
• •• Sold on
Expanded
highly
byit good
own investors
website
to 250 retail
fragmented as well as on other
outlets like Shoppers stop & pantaloons
and competitive e-commerce
•million
Traditionally
•• sites(Jabong,
2.5 uniques fragmented
visitors and dominated by local and
per month
4 type of Amazon)
Players
unorganized players
••• 200,000
Online
Competitorspresence
items in 2012,
likeworth
Amazon $15 withdrawing
and million
Snapdeal the
were offlinemultiple
shipped
selling stores
every
• Sold month•its The
categoriesproductbulkinof1000
lingerie
citieswas bought from brick-and-motor
• Also sold stores where men
on Amazon, oftenand
myntra acted as sales assistants
jabong

In India
•• Zivame
Recommendation

has more styles

Organizing events like India Fashion week, brands and sizes to cater
• Offered

Competitions
• Many2 minute
womenfit test with help
awkward andof uncomfortable
technology to buy
Challenges

customers

Promotion
• Amazon was also planning to create
• 1100 different products – innerwears, nightwears, its own private label swimwear,
• Online

E-Retailing
lingerie retailers gave an thalternative toofphysical
• •• Also
Zivame
Snapdeal
boasted
shapers
also
&
developed
acquired
no. of
accessoriesmale its own
Exclusively.com
customers brand
(1/4 and
targetingof 60%
sales
the buyer) its
$2
revenue
billion instores
were
apparel derived from in-house
and fashion accessoriesproducts
• ••• 40% •of Projected
Players
Opened like
male
100 MyntraCAGR
buyers
Fitting & was of estimated
jabong
lounges 14% focusingduring
only on apparelseasons and
wedding
In 2015, entered Saudi Arabia & Egypt joining Souq.com (owned by
&fashion accessories
• valentines
Technological day assistance- just 2 clicks for checkout
• Large apparel firms like Madura and fabindia were selling
amazon in Arab)
offline but made brand presence through online
• • Ivy cap Ventures
Funding's Invested
from catering
Orios Venture undisclosed
partners ,amount to purple
India Quotient andpanda
angel
• Play e-retailers to a niche segment
• fashion
Major pvt. Ltd. which
competitors
investors owned cloviaClovia.com and pretty
– Zivame.com,
secrets
 Challenges (apparel e-retail)

• Online Apparel retail was growing at brisk space

Recommendation

Competitions
Challenges
• Regulatory and logistical related challenges

• Product return rates were higher

• Lack of standardized sizes in Indian market

 DESIFIRANGI.COM

• Vision to provide International fashion at Indian prices with Indian

souls and international styles
• Nigam decided to focus on the needs of and aspirations of
consumers beyond metropolitan cities
• Decided to stay away from traditional Indian wear seeing the
Recommendation

Competitions
competition

Challenges
• Strong need for quality women’s lingerie at affordable prices
• To cater smaller towns as well with urban centers
• Growing independence, fashion consciousness and rising income
were manifesting in changing lifestyles
• Nigam pointed out 4 issues
• 1. Range & quality
• 2. Affordability issues
• 3.emotional resistance
• 4.Male reluctant
• Founders found great market scope and started with lingerie and
nightwear
• Honeymooners and vacationing couples are big market
 DESIFIRANGI.COM- How they planned?

• Sourcing option were not restricted – China, Sri Lanka,

Indonesia, the United states and European nations
• Some upcoming high quality Indian brands were also
listed
• No product return because of strong focus on quality in
Recommendation

Competitions
comparison with price

Challenges
• Also differentiated by offering wide variety of sizes,
exciting styles for plus sized woman, catering to needs
• Provided Preview to its regular customers for new
stocks
• Offered Bonus points that could be redeemed in next
purchase
• Had own warehouse for product storage
• Used 3rd party logistics for product delivery
• Took immense pride in its products, processes and
response time
• Email and call facilities were also given for any issue
related to products
 DESIFIRANGI.COM- How they planned?

• Sourcing option were not restricted – China, Sri Lanka,

Indonesia, the United states and European nations
• Some upcoming high quality Indian brands were also
listed
• No product return because of strong focus on quality in
Recommendation

Competitions
comparison with price

Challenges
• Also differentiated by offering wide variety of sizes,
exciting styles for plus sized woman, catering to needs
• Provided Preview to its regular customers for new
stocks
• Offered Bonus points that could be redeemed in next
purchase
• Had own warehouse for product storage
• Used 3rd party logistics for product delivery
• Took immense pride in its products, processes and
response time
• Email and call facilities were also given for any issue
related to products
• Start its own label and sell on other e-commerce • Special discounts for males purchasing innerwear
channels for their partners (Valentines day, for wedding)

Recommendation
Competitions
• Other retail outlets • Endorse a style icon as pretty secret has recently
done in collaboration with Anusha dandekar (style
• Fast delivery channels icon, host, VJ, model,model show mentor)

• Apart from email marketing, ads on YouTube and • Paytm deals

app
• Can target Bridal apparel shops for advertisement
• Free vouchers, discount, cards to premium
members
THANK YOU FOR YOUR KIND ATTENTION.
ENJOY WITH DESIFIRANGI.COM