Leveraging Video Shopping, How Ethnic Clothing Brand Kalki Fashion Recorded Rs50Cr Turnover Amid COVID-19


Amid a raging COVID-19 pandemic, the fashion has never stopped. While online shopping was nothing new to India, the pandemic has only accelerated its growth – with more retailers and offline shoppers embracing the ‘trend’.

For luxury brands, especially for bridal lehengas, designer suits, Indo-Western dresses, etc. – where a consumer needs to be personalized and yearns to see and try the product before making a purchase – shopping online was not at all tedious.

Based in Mumbai Kalki Mode faced with similar challenges. However, this 14-year-old ethnic clothing brand was quick to tackle the challenges head-on by transforming itself into a video shopping medium.

In an interaction with SMBShistory, Nishit Gupta, Director of Kalki Fashion, says:

“Live streaming allows buyers to get up close and personal with the products and listen to someone describe what a product looks like. Due to the changing phase of modern fashion sensibilities, we have strived to continue to emerge on the web as an ethnic clothing brand.

Despite closing his offline stores during the lockdown, Nishit claims Kalki Fashion recorded turnover of Rs 50 crore in fiscal year 2020-21.

The mix of fashion and technology

Kalki Fashion was created by Nishit’s father Shravan Gupta in 2007, after seeing a gap in the market for ethnic designer clothing.

“If you go to a designer store, the products are top notch and the price is such that only a handful of Indians can afford it. On the other hand, some brands cater to the masses, but these are not appreciated by people who want a premium product at an affordable price – that’s where Kalki operates, ”Nishit said. SMBShistory.

Lehengas by Kalki Fashion

Kalki Fashion opened its first store in Worli, Mumbai, and after its success, Shravan opened the second store in 2008 in Santacruz, Mumbai, and since then the journey has been only uphill.

In 2010, Kalki Fashion officially established its online presence. The second-generation entrepreneur says, “At that time e-commerce was picking up and we talked to players like Myntra. However, since our range was premium, we were unable to connect with e-commerce and stayed with our own website.

In an era when video shopping was not common, the brand has opened up the experience of trying on different outfits to its customers through Skype, Facetime, WhatsApp and now Zoom.

The site has a dedicated page where customers can make an appointment to video shop and try on different outfits.

Right now, Kalki is also streaming fashion styles live with influencers and celebrities on Instagram Live. As a result, the brand was able to find a fun and effective way to interact and attract consumers to their site.

“The influence of technology on the fashion industry will continue to help the market even in times of distress. By expanding the industry’s reach to welcome customers with digital services, brand new technologies will only create a stronger market for e-commerce ROI, ”Nishit said.

The making of Kalki

At first, Nishit worked part time and joined full time in 2014. His brothers Saurabh Gupta and Shishir Gupta are also directors of the company.

While the luxury yet affordable brand started with sarees, today it sells a range of products including lehengas, dresses, kurtis, salwar kameez, bridal collections, and more. She has also partnered up and sells her products in other designer stores. .

In fact, it has also made a foray into accessories, children, and ethnic men’s clothing.

Of pure silk Banarasi at Jaipuri must, Lucknowi chikankari, and more, Kalki has more 500 artisans on board to create these traditional handcrafted pieces.

The brand also offers a mix of handcrafted and printed collections and makes bespoke designs according to customer preferences.

The Indian ethnic clothing market for online brands is growing 36%, while regional brands are growing 13%.

Kalki Fashion has a total of five lakh customer base at a time its online sales across India and its physical stores in Mumbai.

Competing with people like Okhai, BIBA, Neeru’s, W, etc., Nishit says his competition changes because each category has its own USP.

Future prospects

Speaking of the future, Nishit says the brand is experimenting with the digital realm while seeking to rekindle and reinvent the experiential elements of its current physical operations.

Kalki Fashion plans to leverage technology by including cutting edge processes, analytics, technological developments in digital marketing, commerce and sales, and service platforms.

The brand aims to know the consumption habits, behaviors, trends and decision drivers of people by leveraging these processes.

In the immediate term, Kalki Fashion aims to use the digital space to present past and current collections to consumers, thereby enabling the sale of stocks stranded due to a pandemic and creating avenues for new, longer-term collections.

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