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While <keyword id="150626" type="COMPANY" weightage="100" keywordseo="HM">H&amp;M</keyword> may be excited to dive into the Indian market and a number of marquee fashion brands may want to follow suit to cater to the fast growing brand conscious consumer market that's craving for more options, Indian online fashion retailer <keyword id="1143511" type="COMPANY" weightage="100" keywordseo="Yepme-com">Yepme.com</keyword> is busy trying to build a Zara-like brand of its own so that the new fashion hungry frats in India don't have to look up to the US and European companies for being in tune with the latest fashion trends. 
 
Four years into the business, work is on silently in almost every arena at Yepme - on introducing new range in clothing to foraying into new segment, and raising and pushing big money into brand building (the most crucial bit)! There's special focus on the brand side because that's what it is aiming for - "to become the best fashion brand in India in the next three years" - as Vivek Gaur, the co-founder and CEO of Yepme, tells us. 
 Precisely, why Yepme has not only extended contract with their superstar face <keyword id="6357753" type="PERSON" weightage="100" keywordseo="shahrukh-khan">Shahrukh Khan</keyword>, but it has also roped in south Indian heart-throb <keyword id="6370559" type="COMPANY" weightage="100" keywordseo="Tamanna">Tamanna</keyword>, who became well known in the north recently after she set the box office on fire with Bahubali. The duo will be seen vouching for Yepme's brand new ethnic line in a short film that will flash on your screens from November 1. The timing of launch of ethnic collection has been kept just when the festive season would kick in. 
 
"Apart from the ethnic collection, we are getting into three more distinct areas- premium party wear, active wear and inner wear. The plan is to bring party wear by end of this year (around December when the party spirits are high) and inner wear by Sept-Oct next year which is an altogether new segment for us," said Vivek, adding that the company is eyeing vertical growth and wants to go beyond just offering western casual wear to customers. 
 At the moment, Yepme is deriving 15-20 per cent benefits in the ongoing Big Billion Days and festive season sale on <keyword id="6354742" type="COMPANY" weightage="100" keywordseo="Flipkart">Flipkart</keyword> and <keyword id="18635" type="CITY" weightage="100" keywordseo="Amazon">Amazon</keyword> as a result of being positioned among famous brands like Benetton on the featured banners of e-commerce websites. It, however, aims to cash in more from its presence on these portals once its brand becomes salient. 
 
By virtue of being an online fashion retailer and not an e-commerce website per say, Yepme is not competing with the likes of Snapdeal. "Unlike them, we don't spend money on discounting and schemes. We want customers to come to us not for cheap pricing or discounts but for the brand," says Vivek. 
 
He explains:"On every product that I ship, I make 20-25 per cent margin. That pays for my fixed cost apart from covering the delivery and product cost. So all these costs are covered by way of selling. And all the money that I raise goes into advertising and building the brand. That's how I have a Shahrukh in my TV ads." 
 
With so much investment in building the brand, Vivek aspires to make Yepme global by shaping it as a million dollar brand by 2020. 
 
But there’s no hurry. The prime agenda is to first make India a profitable market for Yepme’s line of products. And that’s not a difficult task for an Indian company at this time. Rivals such as the likes of H&amp;M have to manufacture in India and Bangladesh and ship products back to their country. But for an in house newbie like Yepme wanting to become a fashion brand in the country, the game is sort of easy, or so it seems for now. 
 
With a huge textile base, large garment manufacturing base, technology as good as in the US, excellent resource from fashion institutes to create designs and IITians to analyse fashion trends and behavior- everything is under the same roof. 
 
"We are tapping it. Once your home becomes a big market, there is an aspiration value for your product across countries," says Vivek. 
 
In light of the above facts, why can't the next H&amp;M or Zara be from India!

Exclusive: Yepme to soon launch a Zara-like brand in India!

Tired of the pesky calls and promotional SMS you seem to be getting all day long? Compelled to view display ads on your smartphone whether you like it or not? In a digital era which is rapidly going mobile, you can’t escape them altogether. But here is one <keyword id="940588" type="UNKNOWN" weightage="100" keywordseo="mobile-ad-network">mobile ad network</keyword> that lets you decide what you see and pays you for it. 
 Meet <keyword id="1956517" type="UNKNOWN" weightage="100" keywordseo="Paisa-Swipe">Paisa Swipe</keyword>, a seven-month-old <keyword id="6404679" type="UNKNOWN" weightage="100" keywordseo="start-up">start-up</keyword> that has recently come up with an innovative <keyword id="956764" type="ORGANIZATION" weightage="100" keywordseo="Android-app">Android app</keyword> for connecting <keyword id="31174" type="PERSON" weightage="100" keywordseo="brands">brands</keyword>, <keyword id="45859" type="UNKNOWN" weightage="100" keywordseo="content">content</keyword> and <keyword id="60468" type="ORGANIZATION" weightage="100" keywordseo="Consumers">consumers</keyword>. That may not seem too great a concept as too many companies are already around. But unlike others, Paisa Swipe has some unique selling points that make it attractive. For one, it features <keyword id="1956525" type="UNKNOWN" weightage="100" keywordseo="Lock-screen-ads">lock screen ads</keyword> and each time a user swipes an ad, a certain amount of money gets deposited into his/her <keyword id="1956526" type="UNKNOWN" weightage="100" keywordseo="Paisa-Swipe-account">Paisa Swipe account</keyword>. You can earn even more if you get your friends to sign up. As the app description says, “It is the easiest money you will ever make.” 
 But there’s more to it. Instead of <keyword id="1956530" type="UNKNOWN" weightage="100" keywordseo="Random-ads">random ads</keyword>, here you get to see curated content in which you are actually interested. And finally, you have full <keyword id="1956532" type="UNKNOWN" weightage="100" keywordseo="Control-over-ad-viewing">control over ad viewing</keyword> and can easily move away without opening any of them. 
 The app is presently limited to <keyword id="6355645" type="COMPANY" weightage="100" keywordseo="android">Android</keyword> phones (users can download it from <keyword id="963171" type="UNKNOWN" weightage="100" keywordseo="Google-Play">Google Play</keyword>) but the start-up plans to release <keyword id="75489" type="ORGANIZATION" weightage="100" keywordseo="IOS">iOS</keyword> and <keyword id="6354717" type="ORGANIZATION" weightage="100" keywordseo="Windows">Windows</keyword> versions at the earliest. Paisa Swipe says that a similar app in South Korea called Cash Slide has been extremely successful. Like its Korean counterpart, it is only available domestically, but the company is looking to expand to other countries in the near future. Here is a snapshot that captures Paisa Swipe’s vision and viability. 
 
Who runs Paisa Swipe: A global team of three with expertise in mobile business. <keyword id="1956515" type="UNKNOWN" weightage="100" keywordseo="Jian-Tam">Jian Tam</keyword> is the CEO and has some good experience in digital marketing. Prior to Paisa Swipe, he had played a key role in setting up two other companies. Director <keyword id="1956516" type="UNKNOWN" weightage="100" keywordseo="Chris-Marshall">Chris Marshall</keyword> studied in London School of Economics and works in the wireless space. Earlier, he had led three companies and one of them (AePONA) was sold to Intel. <keyword id="1956519" type="UNKNOWN" weightage="100" keywordseo="Revanth-Mittapalli">Revanth Mittapalli</keyword> is the <keyword id="3658" type="COUNTRY" weightage="100" keywordseo="India">India</keyword> head with focus on digital marketing and four years of industry experience. The start-up has headquarters in <keyword id="6354552" type="COMPANY" weightage="100" keywordseo="hyderabad">Hyderabad</keyword> and <keyword id="6355838" type="COMPANY" weightage="100" keywordseo="New-York">New York</keyword>. 
 
What inspired the venture: The three co-founders came up with the concept to help mobile-first Internet users discover interesting and relevant content. “While talking to our partners in India for another project, we suddenly realised how an entire generation of people across the world, hundreds of millions of them, are accessing the Internet via mobile devices and many of them are doing it for the first time,” recalls Revanth. The trio felt that a mobile-ready way to connect content, brands and consumers would be the key requirement of every business. That’s how Paisa Swipe was born – it is the <keyword id="1956538" type="UNKNOWN" weightage="100" keywordseo="Mobile-content-discovery-network">mobile content discovery network</keyword> for the mobile-first generation. The company was set up in May 2013 and its Android app became functional on October 15. 
 
What’s the pitch: India’s No.1 mobile lock screen ad/content discovery network. It’s time to ditch that boring old lock screen for a smarter one. One that pays you! Paisa Swipe connects brands and <keyword id="63341" type="COMPANY" weightage="100" keywordseo="Advertisers">advertisers</keyword> directly to consumers across the world. The start-up enables consumers to find products, applications and daily deals they are interested in – controlled totally by them. 
 
How it works: For upfront users, it is quite simple. Once the app (https://play.google.com/store/apps/details?id=com.paisaswipe.android) is installed on your mobile device (it has to be a <keyword id="1956545" type="UNKNOWN" weightage="100" keywordseo="Touchscreen-android-device">touchscreen android device</keyword>, with V 2.1 or higher), you need to log in and customise your profile by providing more information regarding your interest areas. Paisa Swipe then takes over the lock screen and every time you wake up your phone, you will see a customised and curated piece of ad content. The topic will vary depending on your interests – it can be a Bollywood/Hollywood trailer, news updates, fashion trends, entertainment bytes, real-time local deals and more. 
 
If you like the content, simply ‘swipe’ to learn more and Paisa Swipe advertisers will reward you. As of now, each member gets up to 60 paise per day per ad display, and the upper limit for monthly earning is Rs 300. When you reach the ‘encashment’ point, you can use the amount to cash out at Freecharge.in, which offers recharge services for mobile, DTH and data cards. If you refer your friends to download the app, you may also win referral prizes. Moreover, you can get free prizes, buy products and get cashback on those, and give donation to charity with the money you earn from Paisa Swipe. 
 
Claim to fame: The app is just a month old and the traction had been slow at first. But it seems to be picking up now. Last we checked, total <keyword id="6795187" type="UNKNOWN" weightage="100" keywordseo="downloads">downloads</keyword> at <keyword id="6355629" type="CITY" weightage="100" keywordseo="Google">Google</keyword> Play stood at 11,000 and the rating was 4.3 out of 5. But according to Revanth, the app is currently seeing 1,000 downloads a day, has crossed 4 million ad impressions and is witnessing at least 100,000 ad impressions per day. The other ‘plus’ is users get <keyword id="1956527" type="UNKNOWN" weightage="100" keywordseo="Curated-ad-content">curated ad content</keyword>, depending on their interests. The ‘relevance’, the ‘control’ (one can choose not to ‘swipe’ the ads) and the ‘reward’ parts are the unique triggers that will further drive mobile marketing, says Revanth. 
 
Show me the money: The start-up is currently bootstrapped and its monetisation happens through <keyword id="1049940" type="UNKNOWN" weightage="100" keywordseo="ad-revenues">ad revenues</keyword>. Paisa Swipe has already signed deals with a few companies such as Yepme.com, Snapdeal.com, YellowFashion.in and Mydala.com. “We are now working hard to get more <keyword id="1956550" type="UNKNOWN" weightage="100" keywordseo="Local-advertisers">local advertisers</keyword> and <keyword id="1956552" type="UNKNOWN" weightage="100" keywordseo="Big-Indian-brands">big Indian brands</keyword> on board,” says Revanth. “Once that is done and we gain significant traction in terms of downloads, we will approach investors. But that will take at least a year or so,” he adds. Growth will be faster when the app is available on other platforms (iOS and Windows), according to the co-founders. The company will also expand to five more countries in the next quarter in order to grow its user base. 
 
Biggest challenge: Finding the right kind of <keyword id="1956555" type="UNKNOWN" weightage="100" keywordseo="Consumer-engagement">consumer engagement</keyword> to keep them viewing the advertisements. <keyword id="564900" type="ORGANIZATION" weightage="100" keywordseo="Mobile-advertising">Mobile advertising</keyword> is growing at fabulous pace – so keeping things interesting and relevant for a fast-growing user base is the biggest challenge for all mobile ad networks.

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Exclusive: Yepme to soon launch a Zara-like brand in India!

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