There are many online stores that sell clothing on the internet, however only a few make an impact. Many are just copies of popular stores with hassled delivery and customer services. It is quite difficult to convince Indian customers about the authenticity of the sites and create a feeling of loyalty in them. Jashn.com, the modern ethnic retail brand has been successful in this task and is going forward without a glitch. Jashn is into sarees, salwar kameez, kurtis, indo-western and traditional outfits.
The ethnic segment in India is pegged at Rs. 616 million. The industry is growing at the rate of 8 to 9 per cent annually. 80 per cent of the total market goes into women segment. Men’s ethnic contributes about 4 to 5 per cent and 8 to 10 per cent is contributed by kid’s category. The organized market in the category is about 4 to 5 per cent, rest is unorganized.
A talk with Mr Rahuul Jashnani, MD will help you realise how passionate he is about the business.
Rahuul’s family is into business since 1937. It was a time when the Indian Retail Sector was seeing huge revolutions. Along with western fads, ethnic styles were again gaining popularity. Large format brick and mortar stores and other similar channels were mushrooming all across the country. Just when Rahuul was entering the scene, the ethnic market was a very virgin segment and an unorganized trade with few local and regional players.
“I was a young individual, with a lot of zest and energy. I started helping out in the family business, ‘Modern Silk House’ in Lucknow and kind of slipped in the role of an entrepreneur. Once I was back after completing my MBA from USA around 10 years ago, I realized the potential of apparel segment especially in ethnic channel, and started a high end ethnic luxury wear brand called Jashn.” Rahuul says animatedly about his journey.
Their first store ever was set up in R Mall, Mulund. From then on there was no going back for Jashn.com.
Jahsn.com is 80 stores strong and has presence in 33 cities, not only in India but also in the Middle East. The target group is very modern, high trendy and fashion consumers. Jashn’s product range includes bridal wear saris, salwar- suits, ready-mades and made to measure blouse, scarves, shawls, kurtis in cotton, georgette, chiffon and embroidery.
“We have craftsmen in Varanasi and they create designs exclusively for Jashn. In our stores, the price range starts from 899 and goes up to 38,000. We also try to bring many innovations on embroidery. Our main motto is to give something fresh to the consumers every time we come up with a range of new styles and clothing.” Rahuul talks about their USP.
How the thread spreads:
Rahuul says that it is very important to know about your business and its products inside out. This will only strengthen the trust the customers have in you and in turn strengthen the reason to visit your store.
Another important factor is to make customer experience a remarkable one. Products will always come and go but there will always be a market for truly remarkable experiences.
“Other than contests, events, limited offers and season sales, design your store in such a way that it is an invitation to the passerby.” Rahuul says wisely.
Technology has played another important hand at spreading the word. Jashn realised that mobile phones have evolved from the message-call service to accessing anything and everything around them. So they have started applying a few in store technologies to dazzle and win more customers. Stores are making themselves more digitally enhanced by throwing in some virtual dress up counters, lots of video screens, etc. Another way of adopting technology is to be active through all social media channels. Jashn is present on the likes of Facebook, Twitter, Instagram, etc. Jashn also have presence on various online platforms like Jabong ,Myntra, Snapdeal and Flipkart.
Oiling the machinery:
Rahuul gives a very wide aspect about his financings leaving gaps for lots of guesses. “Though we have not disclosed the amount raised by us this year it is somewhere around $13 million, through private equity".
Jash has an annual turnover of Rs 60 crore which majorly is earned through saree, lehenga, suit and salwar kameez.
Challenges and Plans:
From the start the business had to face lots of challenges. The ethnic clothing sector is a highly unorganised one. It is difficult to bring all the products under one roof. In the online sector, believability is another challenge. The product in this category is very touch-and-feel kind. Most of the customers prefer to check the product on the floor, especially when the price tag is high. In an online shop the consumers’ urge to try the product physically is not accomplished. Jashn is trying to overcome these challenges by giving consumers product quality assurances and responsibility towards product and customers service. Jahsn always makes sure to make correct predictions about future fashions.
Historical milestones and a variety of achievements characterize the company’s journey.
“We have had our share of ups and downs from being a family store in Lucknow, to selling our product in the Indian market, to being a global player that we are today. We have added over 30 new stores in the last year which is a milestone in itself. Along with that we have 80 stores across 33 cities that are set up in the best malls and some of the finest high street locations. We also own 3 stores in UAE; 1 in Dubai & 2 in Abu Dhabi.” he says peoudly.
Jashn plans to add 25 to 30 exclusive stores this year in domestic market and also 3 to 4 international locations. They aim to be available on a pan-India level and are planning to expand in South East Asia.
Advice for the next generation:
According to Rahuul , there is a lot of pressure on the entrepreneur as he is the risk taker and because of that then employees depend on him. However, there is a brighter side to this. One gets to be a part of a family, sharing the good and the bad moments with them. What makes being an entrepreneur worth his hard work and risk is when he sees his achievements and proudly holds his head up.
“The key to be a successful entrepreneur is to know what you want to do and working hard to achieve it. There will definitely be a few holdups or setbacks, but have an attitude which says there are not even close to the failure option. Last but the most important choose your staff very selectively and treat them like family.” This is Rahuul’s advice to young entrepreneurs.