‘We want to be available in every one sq km radius of our consumers’
What consumer insights have you leveraged for your latest campaign, Dancing Queens? The number one insight is our target audience. Our consumer is a woman who is running a household and could be anywhere between 30-year-old to 65-year-old. We onboarded Karena as our brand ambassador about 18 months ago as she is a very aspirational face for this age group. The script for our campaign was apt for the duo of Kareena and Sharmila Tagore and we felt this would be clutter-breaking and refreshing. Sharmila Tagore is someone, I personally am in awe of because of her grace, poise and screen presence. Both of them together created a premium-ness and this was a bet that paid off. How do you position your product – premium or aspirational? In terms of the price-point, we call it accessible and affordable luxury. In terms of quality, since we manufacture our product, we are probably the most premium quality suppliers in the market. I always quote the relevant example of IKEA in terms of the TG the brand associates with – everyone buys IKEA as you get a great quality product for a good deal and there is a lot of thinking that has gone into the product design. I believe we fit in the same mould. I believe our product is for everyone, and you don’t overspend or underspend for it. What are the consumer trends you see? What is the traction you see from Tier II and III towns? As a market, India is attracted to prints, whereas the western world is into solids and pastels. On the bed linen side, 95% of our sales in India are prints and the remaining solids and pastels. However, the trend is changing. We started our journey by being a strong brand in the North, followed by the West and we are now increasing our presence in the South and East. As far as Tier II and III towns are concerned, the market is massive and we have seen huge demand. For example, we have three stores in Ludhiana and each store has seen huge traction from our consumers. What is your media mix like? This year, we are doing 360-degree campaign. We are live on all news channels because of elections and will continue on news space. We launched our campaign digitally across all platforms of Google and Meta. We will be targeting the upcoming T20 Cricket World Cup 2024 and will look at GECs, probably a partnership with one of the big shows as Television is effective. We will also be launching this film in PVR because we feel that this film is a right fit for the large screen. We are also looking at Print during the festival season in a big way. We have used Outdoor for the last two years and have done outdoor innovations which has created a lot of chatter and will continue to do it this year and expand the geography from North India to other parts. Will you be upping your media spends this year? Like most D2C companies, we will be spending about 5% of our revenues this year on branding, which is a sizable amount. What is your distribution strategy, online and offline? We are the largest in terms of general trade in the country among national brands and will continue to push our presence in the West, South and East. We also want to increase our presence in large format stores. Online we are present on Amazon and are the largest national player on Myntra. We are planning to grow on Blinkit, where we are the largest in the home furnishing category. So, we are riding the wave in both online and offline and trying to plug in the gaps wherever we can. Any lessons from e-commerce or quick commerce? Quick commerce has been a big a surprise for us. I think if everything goes well, Blinkit would be the biggest online platform for us surpassing the traditional e-commerce platforms. The advantage is that the consumer is an SEC-A consumer and that the assortment is narrow and deep. I don’t need to offer one thousand products on Blinkit, I can offer hundred great products here. While online has shown massive growth, quick commerce has just taken that curve to a different level, I never thought that we will see such numbers on Blinkit, it is very encouraging. What percentage of your sales comes from online versus offline? Around 15% to 18% of my revenues last year has come from e-commerce, quick commerce and our website all put together. What has been the growth rate seen YoY? Last year we grew about 40% and this year we plan to grow at a much higher rate. We plan to double our revenues this year from last year. The company stated objective is to reach revenues of Rs 1,000 crore in the next three tear. Are you on track? Our internal vision is that in the next three years we touch Rs 1,000 crore. Our number one strategy is to penetrate pan India all the top home furnishing counters. We have an internal saying ‘ghar ghar my trident’, we want to be available one square kilometre radius of our consumer and have the product available at the right place and in the right quantity. That is the number one goal. Second, continue offering the best quality product at the best price and give the design innovation as far as possible. In terms of channels, we want to be present in hotels, large format stores etc. We want to go aggressive on sales with the right product with the best price and best quality. Which are your top products? Bath linen and bed linen contribute about 80% percent of our overall portfolio and are our hero products. We are associating with designers Shivan & Narresh for our bed sheet collection, to offer the most premium bed sheet collection priced from Rs 999/- to Rs 24,000/- and towels from as low as Rs 349/- to Rs 3,000/-. As a home furnishing brand, we want to grow other categories and this year you will see pillows, blankets, dohars, bath mats, rugs coming from us. The idea is to offer the entire soft furnishing range in the home space.
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Tags : Neha Gupta Bector Mytrident