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Exclusivity brings customer repeats & retention

Exclusivity brings customer repeats & retention

Manoj Sarawgi, CEO & MD,

Aug 08, 2014 1:34 PM

Indian handcrafted good receive a strong demand from both domestic and global markets. Mr Manoj Kumar Sarawgi, CEO & MD, shares insights about the industry and journey of Utsav Fashion. Edited excerpts:

How has been the journey of Utsav Fashion so far?

Utsav Fashion being the global leader of Indian ethnic fashion in the online space has taken the onus of presenting a rich collection of handwoven, hand dyed, hand embroidered, hand stitched, hand crafted products to the world. We’re the global Indian ecommerce company recognized as the Star export house by DGFT, Ministry of Commerce & Industry (India)for contributing more than 100Cr forex to the Indian kitty in 1 financial year. While we currently get more than 1 million monthly visits from visitors across the globe, % age of non-Indian visitors to the site have been steadily increasing. Accredited with ‘Silk Mark’ by the Central Silk Board, Ministry of Textiles (India), for showcasing quality and purity of Silk product range, we also boast of Textile committee accreditation of ‘Handloom Mark’ validating the authenticity of handloom fabrics on our webshop. With a legacy of more than 10 years, we aim to champion Indian ethnic fashion (handloom & regional specialities) with our efforts by not just enabling accessibility of Indian wear but also creating awareness & educating the customer about IEF. A few successful endeavours in the direction are:

  • Utsavpedia, where we bring together exhaustive encyclopedic knowledge of Indian ethnic fashion to the world –
  • UDrape – that brings together the most popular forms of Saree draping styles from varied cultures of India in a DIY format
  • Ucarnival – that brings alive the virtual experience of shopping for Indian ethnic wear in a foreign land

Can you share some consumer insights from your industry?

Today, customers are willing to move away from branded and machine made items and choosing to experiment with beauty of handmade and made to size/style unique items and Utsav Fashion offers some of the largest choices online for such preferences. Handmade items enable buyers to relate to their roots, culture and heritage in a foreign land and instill a sense of pride.

What are the advantages/disadvantages of selling handicrafts online?

It is difficult to educate customers about the fabric quality, texture, or irregularities inherent to handloom in a virtual shop lacking physical touch & feel and Even though each item is unique, it doesn’t fetch the deserved price premium. However, exclusivity brings customer repeats & retention for our brand and it helps in preserving & promoting the dying Indian crafts by supporting artisans & reaching out to a wider audience and builds trust for our brand.



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