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<keyword id="3257341" type="UNKNOWN" weightage="100" keywordseo="koovs-plc">Koovs PLC</keyword>, which is the parent company of Indian lifestyle e-commerce venture Koovs, has made a new appointment in its top management. Former Quasar CEo <keyword id="3252383" type="UNKNOWN" weightage="100" keywordseo="Gaurav-Nabh">Gaurav Nabh</keyword> will be working as the Marketing Director of the company. 
 
Nabh will be working out of the company's Gurgaon headquarters. As the Marketing Director, he would lead the marketing division, including brand communication and content, digital marketing and consumer engagement programmes. 
 "I am delighted to have Gaurav join Koovs. He brings invaluable experience in digital and mobile marketing, especially his early experience in launching Virgin Mobile and Telenor in India and deep understanding of the Indian consumer," said Mary Turner, CEO of <keyword id="3257343" type="UNKNOWN" weightage="100" keywordseo="Koovs-group">Koovs Group</keyword>. 
 
Nabh comes with over 14 years of experience in marketing through the digital and mobile medium as a brand marketer and agency partner. In the past, he has been a part of the core team responsible for launching Virgin Mobile and Telenor in India, and has worked with several international brands like Proctor &amp; Gamble, Nestle, Colgate and Domino's Pizza on their digital launches in the market. Along with this, he also has over eight years of experience in mobile marketing. 
 
<a href="http://images.kooves.com/uploads/banners/Koovs-logo-first-for-fashion-online.jpg">Image source</a>

Former Quasar CEO Gaurav Nabh to be the marketing director of Koovs

A recently launched multi-channel marketing campaign seems to have struck the right chord with the Indian middle class so much so that it has <a href="http://www.businessinsider.in/searchresult.cms?query=koovs">Gurgaon-based</a><a href="http://www.businessinsider.in/searchresult.cms?query=koovs"> online fashion store KOOVS’</a> sales jump up to 210 per cent. 
 
The aspirational advertising campaign called <a href="https://www.youtube.com/watch?v=PmUvDBcswI4">‘STEP INTO </a><a href="https://www.youtube.com/watch?v=PmUvDBcswI4">KOOVS</a>’ which was launched between Nov 23 and December 31 last year led to a three-fold jump in sales, driven by brand awareness. The online retailer recorded sales of Rs 29.5 crore during the 14 weeks ending 3 January 2016 as opposed to Rs 9.5 crore during the same period last year. 
 
While this first phase of brand-focused, multi-channel marketing campaign increased brand awareness from 1% to 8%, it registered 98% increase in website visits and 75% increase in conversion rates year on year. If that was not enough, the weekly traffic exceeded one million visits per week for the first time; a 40% increase from the start of the marketing campaign, the company announced. It also said it is in the final stages of closing another staged round of fund-raising to the tune of £4 million. 
 
At a time when this online retailer has seen one of its best performances in its bid to become the top choice for the <a href="http://www.businessinsider.in/searchresult.cms?query=fashion">fashion conscious youth</a> of India, we got talking to the man who drove the company to this success. Here’s what Mr Gaurav Nabh, Marketing Director at <keyword id="276938" type="COMPANY" weightage="20" keywordseo="Koovs">KOOVS</keyword>, had to say on the success: 
 
What went behind the decision for coming up with this brand marketing campaign? 
 
Over the last 2 years, KOOVS has been focused on building the right product and experience for the style and fashion conscious youth of India. We have successfully established a loyal and discerning audience, setting the tone for a larger marketing initiative aimed at reaching to a wider audience. 
 
The aim of the campaign was to establish KOOVS as an undisputed authority on affordable western fashion. The idea is to inspire young people to explore, to be creative and enjoy fashion every day 
 
What was it about the new brand marketing campaign that worked in KOOVS’ favour? 
 
The brand campaign featuring an innovative video with targeted supporting media made a very strong start owing to two key things: The content was disruptive and not regular and helped KOOVS to stand out in a crowded market. This in turn helped in creating considerable conversations and buzz. It was specific and targeted to the right audience 
 
What are your future marketing plans for KOOVS? Are you going to play on this or there are other ways you are looking at? 
 
The targeted brand campaign is a first in a series of engagement. We will continue to be relevant to the youth audience in the country and create content that is engaging and innovative to help us stand out of the clutter. This will be supported by a continuation of digital marketing including i-video and social media. 
 
What is your learning from the KOOVS’ evolving journey so far? 
 
No assumptions or hypothesis work in the context of youth in India. Our learning has been to constantly evolve and innovative with formats, mediums and touchpoint to not just build reach but to engage and start conversations.

How an ad campaign with ‘disruptive content for specific audience’ led to one of KOOVS’ biggest success
so far!

<ul><li>In its recent earnings report, Reliance said that <keyword id="3421090" type="PERSON" weightage="20" keywordseo="Ajio">AJIO</keyword> has scaled new highs with 4x growth in orders from pre-COVID levels.</li><li>AJIO’s latest numbers show that it’s levelling up to Myntra while moving fast ahead of other competitors like Tata Cliq, Snapdeal and Koovs.</li><li>However, Flipkart and Myntra continue to hold 60% market share in online fashion retail, according to a Bank of America report.</li><li>Currently, fashion and lifestyle account for just 9% of the total retail sales of Reliance.</li></ul>In April 2016, at the Lakme Fashion Week, <keyword id="3820" type="PERSON" weightage="20" keywordseo="Mukesh-Ambani">Mukesh Ambani</keyword>’s Reliance announced its big foray into fashion e-commerce with AJIO.com. The segment that has been crowded by the likes of Flipkart, Myntra (along with Jabong back then), Amazon, and others, left little room for AJIO to outshine the others. But the rise of e-commerce, especially as it spreads into rural India has brought about changes in the fashion e-commerce landscape. AJIO, which up until a year ago, wasn’t even counted among the frontrunners is scripting a story of resurgence now. AJIO’s fast-tracked growth “AJIO scaled new highs with 4x growth in orders from pre-COVID levels. Its quarterly revenue run rate is now equivalent to full last year’s revenue,” said Reliance during its earnings results on October 30. AJIO’s latest numbers show that it’s levelling up to Myntra while moving fast ahead of other competitors like Tata Cliq, Snapdeal and Koovs. While AJIO’s website visits are higher than Myntra, it lags behind in app downloads and users. <div type="image" title="Group 2" msid="78997632" hostid="261"></div> <div type="image" title="Group 2 copy" msid="78997646" hostid="261"></div> AJIO’s growth can be seen during lockdown when it began to see a spike in the number of app downloads. <div type="image" title="ajio vs myntra downloads" msid="78996631" hostid="261"></div> What’s working for AJIO Reliance is aggressively pushing ahead with its retail and e-commerce ambitions, and fashion e-commerce is set to play a substantial role. Currently, fashion and lifestyle account for just 9% of the total retail sales of Reliance. Analysts at Goldman Sachs believe that within e-commerce, RIL’s online GMV will reach $35 billion in FY25E with a 31% market share. And for that, Reliance is focusing on grocery and apparel segments with JioMart and AJIO. “RIL’s retail business outperformed peers last quarter and we expect this trend to continue given its omni channel offering driving market share wins,” said the Goldman Sachs report specifically pointing out the download trends of both JioMart and AJIO. <div type="image" title="reliance revenue chart." msid="78996641" hostid="261"></div> For AJIO’s growth, Reliance has opted for the omnichannel approach where the e-commerce site is riding on the inventory of Reliance Trends. “AJIO helps strengthen RIL’s O2O (offline-to-online) capabilities through in-store couponing, aisle kiosks. It does direct deliveries from 350 Trends and 70 Trends Footwear stores,” said the report by Bank of America. The platform has also enabled facilities like ‘Drop at Store with Cash Refund’ and ‘Pick at Store’ while also integrating the endless aisle kiosks where customers can even browse and order products that aren’t currently available in the store. With the deep pockets of Reliance, AJIO has also been able to offer great discounts while also making way for exclusive marketing strategies like the ‘Sneakerhood sale’ on AJIO. The platform has also focused on bringing on board luxury brands. “It offers over 2,50,000 styles of curated collections across its own brand and 1,400+ national and international brands,” said Reliance’s annual report. Resurgence in Indian e-commerce Indian e-commerce has seen multiple stories of resurgence with a focussed approach with the most popular one being that of Snapdeal, which has bounced back and how, to be India’s third largest e-commerce platform while also solidifying its presence in Tier 2 and Tier 3 markets. However, when it comes to the fashion category, AJIO’s growth will still see hurdles especially as it faces tough competition from the bigwigs like Flipkart and Myntra. “While AJIO is gaining traction, we believe competition is stiff in the online fashion market with Flipkart’s Myntra/Jabong controlling 60%+ of the market,” believe analysts at Bank of America. But the potential remains immense – According to McKinsey’s State of Fashion 2020 report, the Indian clothing market will be worth $53.7 billion in 2020, making it the sixth largest globally. SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/reliance-stock-tanks-over-7-post-earnings-to-lowest-in-3-months-heres-what-brokerages-are-saying/articleshow/78996203.cms">Reliance stock tanks over 7% post earnings to lowest in 3 months — here's what brokerages are saying</a>

Reliance-backed AJIO is riding the Indian e-commerce wave — poses tough competition to Myntra

New Delhi, Dec 31 () Realty firm RSP Developers is investing Rs 400 crore to develop a commercial project in Gurugram, Haryana, where corporates can set up their research and development (R&amp;D) centres, a top company official said on Tuesday.
 The company has already developed and leased 1.15 lakh sq ft space to BMW Group in this 12-acre project 'e-novation Centre' comprising a total of 8 lakh sq ft area.
 "We are developing a commercial complex in Gurugram dedicated for R&amp;D and training purposes," RSP Developers MD Satya Priya Yadav said.
 He said this is possibly the first project in the national capital region (Delhi-NCR) for setting up of R&amp;D and innovation labs, incubators, accelerators, centres of excellence, IT/ITeS units and training centres.
 "The first block is already operational and occupied by BMW Group. We have completed two more blocks comprising 3.5 lakh sq ft area and the leasing process has started," Yadav said,
 The BMW Group training centre is one of the largest automobile training centre in the country, he added.
 The remaining three blocks/towers, comprising nearly 3.5 lakh sq ft, would be completed in the next two years.
 Asked about the investment, Yadav said the total project cost is estimated at around Rs 400 crore including land cost.
 At present, he said the rentals are in the range of Rs 65-85 per sq ft a month in this region, depending on the facilities.
 Yadav expressed confidence that the company would be able to lease the 3.5 lakh sq ft area over the next six months. It has roped in international property consultants to help in leasing process of this LEED (Leadership in energy and environmental design) certified green commercial complex.
 "Gurugram has begun to give competition to Bengaluru as a preferred destination for R&amp;D and tech companies. Till recently, the focus for R&amp;D in India was in the south - Bengaluru, Hyderabad, Chennai and Pune," he said.
 RSP Developers, which was founded in 1996, has developed over a million square feet of office space in Gurugram. Its client list includes BMW Group, Encore, Droom, IFF, Koovs, HFCL Infotel, Swiggy, Exicom, Orange, Punj Lloyd, Tellabs and Fibcom. MJH RUJ
RUJ

You Searched For "Koovs" and got 4 results

Former Quasar CEO Gaurav Nabh to be the marketing director of Koovs

BI India Bureau

How an ad campaign with ‘disruptive content for specific audience’ led to one of KOOVS’ biggest success so far!

Anushree Singh

Reliance-backed AJIO is riding the Indian e-commerce wave — poses tough competition to Myntra

Sanchita Dash

RSP Developers investing Rs 400 cr for commercial complex in Gurugram

PTI

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