From lost to found – Kaavya Baid of Naksh has come a long way. Just like every other college student, she was considering different options to choose as career, but wasn’t sure where to go. It was only after getting a job into merchandising did she realize that there is where her interest lies.
After working 2 years for the company, she joined her Dad and started looking after all the aspects of production right from procurement of fabric to the dispatch of the garments. She has now even launched her own brand online which is getting encouraging response. Let’s now get into the detailed journey of her career by discussing it with the lady herself.
What Challenges did you face for growing as a brand in this segment?
Today the market has become highly fragmented. There are so many indigenous sellers trying to enter this market, so there are low barriers to entry in this segment.You have to be one step ahead of everybody and think innovatively in order to survive here. Competition is one of the biggest challenges I am facing today. To optimize the display of my product on the 1st few pages is another challenge.
Thinking back I think I took the right step by tying up with Browntape at the right time. The Browntape Enterprise Services team takes care of even the messiest ‘behind the monitor’ operational aspects like multiple marketplace listing, catalogue management, order processing, shipping labels and so on. Now all I have to do is ensure I keep up with the trends and make products consistent in quality. Browntape handles the essential operations and helps me to focus on my passion without worrying about diverting my attention.
How do you feel the difference between the two worlds – Physical & Online?
There is a lot of difference; both have their own pros & cons. For example, online channel has created an opportunity for me to sell all over India & not just India but also globally. Like I have been getting customers from Australia & few other places as well. In physical stores it becomes difficult to reach out to a lot of customers whereas when it comes to an online store, the product is displayed to lot of people so the probability of sale increases. It also helps a lot in creating brand awareness as your brand and products get more exposure resulting into increased visibility.
What is your Innovation with the times & Strategies to better the business?
Top priority would be to automate the supply chain. Like as soon as the order is received, there are a few things that have to be done manually. My target is to automate these steps so that the procedure is faster & more accurate. Also, with time I have acquired knowledge about the kind of stock that sells online. So now that I know, I would want to make certain changes in my products to maximize my sales. Like online selling demands exclusivity yet affordability, so I am in the process to develop an exclusive yet an affordable range. Also taking part in the promotional activities on different portals help a lot in boosting sales.
Which are the new categories that excite you now?
Have not thought about it much but may be some time in the near future we would like to get into house furnishing, accessories & footwear so that we stick to our “Ethnic” collection.
Is there opportunity for more women in this segment? Do you see potential for more women to participate in online apparel?
Yes, of course. Anyone can be a part of this. In fact it is the best thing to do for women as this can be easily done even from home. So other commitments like looking after the house & children can be fulfilled.
Is there any favorite tech gadget of yours that keep you in loop with your business?
I like to keep it simple and always make it a point to set reminders in my phone and also maintain a daily to do list. This make life much more organized.
Your business mantra that you follow and wish to share.
Mantra I would say always keep experimenting you never know what might just click.
Also, always remember that the customer is always right. Customer complaints should be treated seriously so that they don’t feel deceived or cheated, as our survival is totally in the hands of our customers.