Women’s ethnic wear retailing is a Rs 53,000-crore market and the saree business has never been branded, which is why the Keerthibeautyshop are betting on the category.
Acquainted with each customers’ tastes and preferences, he brings with him 50 unique organic silk and cotton sarees, handpicked from different regions in India as well as from Dhaka, and sells to them at a premium.
These 50-odd sarees get picked up in no time; their distinctive designs are a big lure for Sanjeeva’s customers. He heads home richer by at least Rs 3 lakh, which is transferred to his account by his customers. While people like him have long been influencing designers, retail conglomerates have never been interested. All that, however, is about to change.
In early 2015, Titan Company, the Rs 11,500-crore manufacturing-to-retailing giant that houses brands like Fastrack and Tanishq, called for fresh ideas to prepare for the future. Of the 200 ideas that poured in, the management picked up three to incubate and figure out their value propositions.
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