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<ul><li>Sabhyata, an ethnic wear brand that is now pegged at ₹120 Crore, is aiming to become ₹200 Crore brand by the end of next financial year. </li><li>The brand is hopeful about its sales from Diwali — aims to collect 25% of its revenue from the on-going festive season. </li><li>Now on 110 stores in India, the ethnic wear brand will be adding 50 stores every year in India and expand its presence to Nepal, Sri Lanka, Singapore in three years. It will also be available on Myntra from next month. </li><li>Built on strong word-of-mouth, Sabhyata has also launched its third campaign to increase customer retention and brand value. </li></ul>While most e-commerce platforms lure their customers with high discounts and big media splash during the festive season, Sabhyata, an ethnic wear brand, is pinning all its hopes on its single advertisement, organic social media promotions, and offering good-quality product range. Launched in 2003, Sabhyata has truly believed in its product and in the power of social media since the beginning. It started advertising in the mainstream media only three years ago, before that, word-of-mouth did wonders for the brand. Chayan Verma, Head of Marketing, Sabhyata believes the reason behind this strong word-of-mouth was its variety of products and cost-effectiveness. It targets working women, who need new attire every day for work in their limited budget, says Verma. Even now, 80% of Sabhyata’s marketing monnies go to social media and the remaining 20% are divided between in-cinema ads and a little bit of outdoor advertising. After 16 years of its existence, the brand has only three big campaigns in its kitty. In 2011, Sabhyata only had three stores and the tables only turned in the last seven years when the brand started growing at the rate of 800% YoY. Now, on the back of the festive season and the promotion around its new campaign, Sabhyata further aims to grow from ₹120 Crore to ₹200 Crore by the end of this financial year. While 95% of its revenue comes from women’s ethnic wear, Sabhyata will be increasing its focus on men’s collection in two years as the number of its stores in India increase. Now on 110 stores in India, Sabhyata aims to launch 50 stores every year and in three years, the brand also will be taking its ethnicity to Nepal, Sri Lanka, and Singapore. It is also present on Flipkart, Amazon, and will be available on Myntra from next month. However, Verma says these platforms can only offer visibility and since its inception, Sabhyata hasn’t believed in offering discounts. “The only thing you get on e-commerce is brand visibility and repetition of your old stocks. E-commerce, right now, is a discounting market altogether. It is very difficult to sell fresh stock on it. So from the marketing and branding point of view, we are focusing on that, but not on the point of revenue.” One Campaign a Year Sabhyata plans to launch only one advertisement every year during Diwali. Being an ethnic brand, festive season plays an important role in spurring its growth and contributes about 25% to its overall revenue. On why only one campaign a year, Verma expounds, “From a marketing point of view, we have learnt that Diwali is the best time to put in any ads and that’s when you get the eyeballs from customers.” Objective Behind Sabhyata’s latest ad Sabhyata’s latest advertisement starring Jatin Sarna, Sheeba Chadha, and Anupriya Goenka aims to redefine the relationship between a daughter-in-law and her mother- in-law. Through the infamous domestic Saas-Bahu war around who will make the tea, the video showcases how when both women refuse to budge from their point, making one of them move to the kitchen seems to be an impossible task. Finding himself in a difficult situation for having to keep up as an ideal son for the mother’s sake and an ideal husband for the wife’s sake, the man of the house is found going back and forth to reach the unconventional answer. Having absolutely zero knowledge of the technical know-how near the stove, he moves in to rescue the festivity of the day. 
 
 
 
 
 
 <div type="Youtube" id="t7I9OoXTVtk" title="Sabhyata- Diwali #CelebrateaChange" thumbUrl="https://i.ytimg.com/vi/t7I9OoXTVtk/mqdefault.jpg"></div>













 Sabhyata is one of the few brands in India to on-board an infamous character - Jatin Sarna, best known for his negative role in Sacred Games. For the longest time, brands have shied away from using a villain in their advertisement. Verma tells us that it was an intentional choice. “This man (Jatin Sarna) has been portrayed in Sacred Games as kind of a womaniser and we wanted to bring this character into the film specifically just to prove a point; he eventually learns a lesson. People actually can relate to this guy, I suppose those ‘typical guys’ who are, shying away from household work and we wanted to portray what society expects from them,” he adds. With its advertisement of this year, Sabhyata aims to increase brand value and customer retention. According to Verma, retaining customers is the biggest problem that garment players of all kinds are facing. A single mistake in today’s market, says Verma, and the customer is long gone. It is with campaigns like these that Sabhyata is facing the challenge upbeat. “The objective is not to make revenue -- it's about creating the brand value in the minds of the customer, especially the women out here. When someone is wearing a Sabhyata product, he/she should be proud of what they are wearing,” shares Verma. Media Plan Sabhyata believes in getting the most bang for its buck. The ethnic wear brand has spent ₹15 lakh on its latest advertisement, which was conceptualized and made in-house, and might spend ₹5 lakh more on pushing the advertisement on digital media. “We have only invested in the advertisement. If the idea and concept is right, you don't need much marketing funds to sell it,” believes Verma. Plan Ahead Going forward, Sabhyata will be working towards being the most recalled ethnic brand in India. “In the next three years, we see Sabhyata with 250 exclusive outlets and more than ₹ 300 crore turnover. Sabhyata will also be present at all the LFS stores, be it Central, Pantaloons, or Westside. Apart from that, we want to be present on all online platforms. We want the brand recall to be so strong that when someone thinks about ethnic collection, Sabhyata is at the top of their mind. Through these digital efforts, we try to celebrate all relationships and connect to our audience in ways they understand and can relate to,” concludes Verma.

Sabhyata to become a ₹200 Crore brand by the end of next financial year  — aims to take the brand to 3 more countries

<ul><li>Started out of a small bedroom 4 years ago, Indian Ethnic Co. owns three offices today and is growing by 200-300% YoY because of <keyword id="10959467" type="UNKNOWN" weightage="20" keywordseo="dance-marketing">dance marketing</keyword> and its ethnic products. </li><li>We speak to <keyword id="10959469" type="PERSON" weightage="20" keywordseo="lekhinee-desai">Lekhinee Desai</keyword>, Co-founder, <keyword id="10959468" type="UNKNOWN" weightage="20" keywordseo="the-indian-ethnic-co">The Indian Ethnic Co</keyword>. to understand the importance of developing a voice and identity on social media, benefits of being involved in the marketing process as a founder and business goals for the brand.</li><li>Desai also tells us the inspiration behind their unique way of marketing.</li></ul>The co-founder of The Indian Ethnic Co. Lekhinee Desai has never really purchased an outfit in her life. Her mother, Hetal Desai, would visit popular exhibitions to find the best fabric in the market and stitch beautiful outfits for her. With no formal degree in fashion, Hetal continued stitching clothes and buying ethnic fabrics for her pure love for designing. Soon, the word spread and her neighbors and friends started approaching her. Four year ago, Lekhinee graduated from her business school and encouraged her mother to pursue her passion for designing. They put a team of artisians together and started The Indian Ethnic Co. in 2016 out of their bedroom. For two years, the brand just sold products through social media and in 2018, its website went live and the brand was official. According to technopak, the total Indian ethnic wear market is valued at Rs 70,000 crore and out of this, women's ethnic wear has an 85% (Rs 59,500 crore) share in the market and is expected to grow at a CAGR of 10% till 2022. With the rising demand for ethnic wear and huge market potential for organised players, many international brands like Van Heusen, H&amp;M, Raymond and Peter England have also forayed into the ethnic market. So, to beat these giants, The Indian Ethnic Co. came up with a unique idea of marketing. Lekhinee decided to wear her own products and dance in them to portray how comfortable saris can be, to connect with consumers on a personal level. Lekhinee and her sister Twaraa Desai along with her childhood friends Apurva Dani and Charvi Budhdeo, are trained in classical Odissi dance forms. Lekhinee says she started dancing even before she started walking. She was also an assistant choreographer for the movie Ramleela. So, dance marketing came naturally to her and her dance marketing team. It was after Instagram introduced Reels in India that their videos started going viral. Their first reel itself garnered a million views. <div type="Video" msid="81619646" hostid="261" title="How dance marketing helped The Indian Ethnic Co. break the clutter and grow by 200-300%" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=81619646"></div> Telling us how the team came up with the idea of dance marketing, Lekhinee shared, “We were going to launch our Saris. We were known for our Kurtas and our fabrics before then. We wondered, how can we really break the clutter...My friends would come for the photoshoot because we always believed in showcasing real women (not models). So one fine day, my father suggested why don’t you start making dance reels with them? Dance is such a secondary nature to you and your friends, he said and mentioned how unique it would be to see women dancing effortlessly in saris. We thought it would also be so helpful to communicate the attributes of the product itself, because the saris that we sell are 100% handcrafted. They are made from such fine fabric in Mal, Kota Doria and cotton. So, we set up a tripod and shot ourselves dancing. The first reel was shot in five minutes and it got a million views. Our collection was sold out even before we could announce our launch.” The group’s first viral video on Instagram Reels was Kangana Re from the movie Paheli. The idea behind their dance marketing is to promote Indian ethnic culture, instil national pride and celebrate real beauty by featuring women of all sizes, age, shapes and colours. It also promotes sustainable fashion. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> According to Lekhinee, it is because of their company’s relatability factor and engaging content that they’ve been able to carve a niche for themselves. Telling us about the company's USP, she said, “I think what really separates us is the relatability factor that we've always tried to put in from day one. The idea is always to have real faces, and have real women of all body sizes and different age groups. My sister is 21. And even she wears a sari. And I am 29 and all the girls are within this range of age group. So, our videos also connect to the Gen Next of handcrafted clothing because they are not overexposed to wearing saris. We are also breaking so many stereotypes with the fact that we are young and showcasing the products in the way we are. This is not only helping us break the clutter but also helping us connect with the younger generation to adopt and wear sustainable fashion. Apart from that, the dance marketing format we’ve created, the overall industry is following that now.” Today, the Indian Ethnic Co. has three offices and one studio. It is about to hit a Rs 10 crore revenue mark because of dance marketing and its unique ethnic products. “When we officially started, I remember in 2018, we were doing 20 orders a week. And now we do close to 3000 orders a month, which is over 100 orders a day. That’s the kind of scale we’ve witnessed since we started. The turning point for us was the launch of the website. We started with an investment of Rs 50,000. And now we are close to touching a turnover of Rs 10 crores and we are seeing close to 200-300 times growth year-on-year since we started the website in 2018,” shared Lekhinee. When retail outlets shut down after COVID-19 hit India, The Indian Ethnic Co saw its second phase of growth and started flourishing on social media. Telling us about Indian Ethnic Co’s experience of sustaining through a global crisis, Lekhinee said, “Online sales boomed during the time of COVID and it has also pushed consumers to move to online shopping, even those who were not used to shopping online. We continued to advertise on Facebook and Instagram because our team is dependent on us. There are dyers, artisans, weavers -- they are all dependent on us. So, we took three orders during the lockdown and promised to deliver once it was uplifted. It ensured that all the artisans continued to get their income throughout the lockdown period. We also paid them an advanced salary so that their livelihood is not impacted. Once the lockdown opened, the artisans helped us in return. We were able to grow two and a half times in the matter of three months because retail outlets were shut. We didn’t have an office until the lockdown. In October 2020, we bought 3 offices and a studio.” To retain these customers, The Indian Ethnic Co. plans to expand its width and the depth of the products. It ultimately aims to become a lifestyle brand that offers everything a consumer needs. “The idea now is to create a library of sorts for all products handcrafted in India. So, currently, we have a range of fabrics, but now we want it to be a one-stop shop like an encyclopedia store of sorts, where all kinds of crafts and fabrics are available and anyone can come and shop from the Indian Ethnic Co. India has so many crafts to showcase and there are different kinds of artisans who are doing such great stuff. So, we really want the entire portfolio of everything handcrafted, that anyone can think of, to be on our website,” said Lekhinee. The Indian Ethnic Co. is also planning to launch a new range of products for men and kids.

How dance marketing helped The Indian Ethnic Co. grow by 200-300% post-lockdown

<keyword id="3581474" type="General" weightage="100" keywordseo="tcns" source="Orion">TCNS</keyword> Clothing (TCNS), <keyword id="3658" type="General" weightage="50" keywordseo="india" source="Orion">India</keyword>'s leading women's ethnic-focused fashion player, today announced that it has entered into definitive agreements for combining with <keyword id="3360476" type="General" weightage="80" keywordseo="abfrl" source="Orion">ABFRL</keyword>, India's leading fashion &amp; apparel company, and a part of the Aditya Birla Group. The transaction entails a combination of TCNS into ABFRL and will be carried out through - (1) Acquisition of the founding promoter's stake through a SPA and a conditional public open offer followed by (2) Merger between the two entities. The value of the promoter stake and open offer consideration for TCNS is ~ Rs. 1650 Crores for 51 per cent stake, making this one of the largest deals in the Indian fashion space. Onkar <keyword id="16015401" type="General" weightage="50" keywordseo="singh-pasricha" source="Orion">Singh Pasricha</keyword>, Chairman and Executive Director of TCNS, commented "This deal marks a true milestone for our company and its stakeholders. Under the support and guidance of ABFRL, TCNS will surely achieve even greater heights of success and excellence. We are happy that we have been able to pass on our legacy to one of the most prestigious and respected groups - one that is known for its values, ethics, corporate governance and employee empowerment. We believe that all stakeholders of TCNS will benefit immensely from this landmark transaction." Speaking on the transaction, <keyword id="6354955" type="General" weightage="50" keywordseo="kumar-mangalam-birla" source="Orion">Kumar Mangalam Birla</keyword>, Chairman, Aditya Birla Group, said, "This deal is yet another marker of the Aditya Birla Group's faith in the dynamism and buoyancy of the Indian consumer economy. As India stands on the cusp of a multi-decadal consumption boom, ABFRL is a forerunner in shaping the fashion landscape of our vibrant nation. For ABFRL, the TCNS deal is indeed a significant milestone as it complements our existing portfolio of exceptional brands across the entire spectrum of Indian fashion. By embracing TCNS's portfolio of loved women's ethnic brands, we are reinforcing our commitment to ethnic wear, the largest category in the apparel industry. With this acquisition, the fast-growing ABFRL platform is poised for the next phase of transformational growth." Over the years, TCNS has evolved into a leading women's branded apparel company with a proven playbook of multiple brand creations and seamless execution across multiple channels. Commenting on the acquisition, Ashish Dikshit, Managing Director, ABFRL said, "As young Indians identify a new-found confidence in their identities woven around Indian culture and heritage, the next set of leading consumer brands will be built in the Indian ethnic wear space. TCNS, through its brands W, Aurelia, Wishful &amp; Elleven, is catering to the Indian women's fashion needs across markets and price points. Each of these brands have been built over a long period of time and enjoy tremendous consumer love. This transaction is the pivotal piece of our ethnic strategy and marks the culmination of our stated intent of building India's most comprehensive ethnic wear portfolio." Anant Daga, Managing Director of TCNS said, "TCNS has been a pioneer in branded women's ethnic wear market in the country. Over the last 20 years, we have built India's most successful women's franchise on the back of our leading brands. The market continues to offer long-term growth opportunities and our partnership with ABFRL will help us fully realize this potential. ABFRL's proven brand-building capability, distribution strength and strong ecosystem of partners will help our brands into its next phase of growth and profitability." Credit Suisse acted as the exclusive financial advisor and Shardul Amarchand Mangaldas &amp; Co acted as the legal advisors for the transaction. Grant Thornton acted as an independent valuer for TCNS while ICICI Securities provided the Fairness Opinion to the Board of TCNS. Transaction Structure As part of the transaction, ABFRL will make a conditional open offer to acquire up to 29 per cent stake at Rs. 503 per share from public shareholders and acquire the remaining stake from the founder promoters to reach an overall shareholding of 51% in TCNS. Pursuant to the above, TCNS will be amalgamated with ABFRL under the merger scheme wherein public shareholders of TCNS (as on effective date) will receive 11 shares of ABFRL for every 6 shares that they hold in TCNS. The transaction is subject to customary regulatory approvals including approvals from the Competition Commission of India, SEBI, Stock Exchanges, and National Company Law Tribunal. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/iafs-mig-21-crashes-in-rajasthan-three-civilians-killed-pilot-safe/articleshow/100069573.cms">IAF's MiG-21 crashes in Rajasthan; three civilians killed, pilot safe</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/india-coal-imports-surge-to-162-mt-in-fy23-inbound-coking-coal-shipment-grows-to-54-mt/articleshow/100069770.cms">India coal imports surge to 162 MT in FY23; inbound coking coal shipment grows to 54 MT</a>

TCNS to merge with Aditya Birla Fashion and Retail Limited (ABFRL)

Indian <keyword id="34523" type="CITY" weightage="100" keywordseo="fmcg">FMCG</keyword> major Dabur is now extending its popular digestive brand Hajmola into the ready-to-drink beverage category as consumers are shifting to more functional drinks like Aampanna or Jaljeera from carbonated drinks. The new drink brand — christened Hajmola Yoodley — is set to be launched in six Indian flavours. 
 
 "Hajmola has a strong equity of chatpata taste. We are leveraging that same equity here for chatpata Indian ethnic drinks," <keyword id="6373748" type="CITY" weightage="100" keywordseo="Dabur-India">Dabur India</keyword> marketing head (foods) Sanjay Singal told TOI. At present, Dabur operates in the beverage category with its Real and Real Activ range of fruit juices and nectars. 
 
While the Rs 14,000-crore domestic soft drinks market — dominated by multinational companies such as <a href="http://www.businessinsider.in/Coca-Cola-To-Drop-Controversial-Chemical-From-Its-Drinks/articleshow/34726902.cms">Coke</a> and <keyword id="54572" type="CITY" weightage="100" keywordseo="PepsiCo">PepsiCo</keyword> — has started showing signs of slowing down, the organized market for ethnic flavoured beverages stands at around Rs 150 crore and is growing fast on a smaller base. The unorganized market for such drinks is larger and is estimated to be at least Rs 1,400 crore in size. However, industry experts say that ethnic beverages are very niche and are unlikely to become mainstream anytime soon. "<keyword id="6391475" type="CITY" weightage="100" keywordseo="Coca-Cola">Coca-Cola</keyword> used to have this digestive drink named Rimzim cola and it doesn't exist now. Local drinks such as Mangola had a cult following before it fizzled out. Mainstream drinks in India still mean flavours such as cola, mango, lemon and orange," Arvind Singhal, retail expert and founder of Technopak, told TNN. Even Parle's coffee-flavored drink Cafe Cuba has disappeared from retail shelves. 
 The new Hajmola Yoodley ready-to-drink beverage range is being launched across the country in a 250ml pack, priced at Rs 30. It will be available in six different variants — Awaara Aam Panna, Nimboora Shikanji, Go Goa Guava, Jhakaas Jaljeera, Golmaal Golgappa and Kabhi <keyword id="2968197" type="UNKNOWN" weightage="100" keywordseo="Kala-Kabhi-Khatta">Kala Kabhi Khatta</keyword>. 
 The other dominant player in the space, <keyword id="1107665" type="COMPANY" weightage="100" keywordseo="Hector-Beverages">Hector Beverages</keyword>, the maker of Paperboat brand of ethnic drinks, opened its second manufacturing plant in Mysore in March. It has currently been valued at around $100 million. Neeraj Kakkar, co-founder of Hector Beverages and a former Coca-Cola employee, said, "We are growing at a very fast pace but the challenge is distribution. We are working hard to work out the right distribution channels." 
 
Dabur, on the other hand, wants to be future-ready. Dabur India executive director (consumer care business) Krishan Kumar Chutani, said, "The first part of this initiative saw the launch of brand Hajmola in a liquid candy format last year and the introduction of Chocolate Chyawanprash, to name a few. We are now getting into the second and more aggressive part of the initiative." 
 
(Image credits: Indiatimes)

Dabur to launch health drink soon: Hajmola Yoodley

New Delhi, Jan 27 (IANSlife) One of the most influential labels, if not the reigning brand in Indian fashion, <keyword id="8264" type="COMPANY" weightage="20" keywordseo="Sabyasachi">Sabyasachi</keyword>, enters into a strategic partnership with <keyword id="2834772" type="COMPANY" weightage="20" keywordseo="Aditya-Birla-Fashion">Aditya Birla Fashion</keyword> and Retail Limited (ABFRL) by which <keyword id="967" type="PERSON" weightage="20" keywordseo="Aditya">Aditya</keyword> <keyword id="39439" type="COMPANY" weightage="20" keywordseo="birla">Birla</keyword> Fashion has acquired 51 percent stake in the brand for an undisclosed amount. The namesake label of designer Sabyasachi Mukherjee has been a leading retailer and couturier in Indian fashion since 1999 with a strong presence across the country and internationally. From humble beginnings in Kolkata, designer Sabyasachi Mukherjee has grown his brand from strength to strength, being the proud owner of what can only be called as India's first '<keyword id="2488478" type="COMPANY" weightage="20" keywordseo="Luxury-fashion">Luxury Fashion</keyword> House' in the real sense of the term. On Wednesday, 27th January, ABFRL announced that its platform will complement brand Sabyasachi on its journey to becoming a global luxury house out of India. This aim is to build a large ethnic wear business over next few years to complement its strong and diverse portfolio in western wear segment of the Indian apparel market. ABFRL is part of a leading Indian conglomerate, The <keyword id="44373" type="COMPANY" weightage="20" keywordseo="Aditya-Birla-Group">Aditya Birla Group</keyword>, with a revenue of Rs. 8,788 Cr in FY19-20, it is India's first billion-dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats. CEO and Founder of Sabyasachi Brand, Mr. Sabyasachi Mukherjee, said: "Over the course of the last couple of years, as my brand evolved and matured, I began searching for the right partner in order to ensure continuity and long-term sustainable growth. I am honoured and excited to have found that partner in Mr. Kumar Mangalam Birla and ABFRL. Aligned in our vision, and committed to excellence, we will work together to grow a truly global luxury brand out of India." Sabysachi Mukhrjee has always been ahead of the curve, and from the very beginning has strived to create a brand which in addition to the creative side of fashion, focused on the business of fashion. Sabyasachi has emerged as one of the most influential cultural voices in the country  shaping modern fashion and lifestyle while celebrating artisanal craftsmanship and traditional techniques in each and every product. The brand straddles categories such as apparel, accessories and jewelry and has a strong franchise in India, US, UK and the Middle East. Today, with solid footing in the domestic retail landscape, several major global collaborations, and international flagships opening soon, Sabyasachi continues steadfastly on its path to becoming the first voice of global luxury out of India. Commenting on the partnership with the ace designer, Ashish Dikshit, Managing Director, ABFRL adds: "We believe that over the next few years, ethnic wear is going to be an increasingly important category as young and confident Indrediscover their culture and heritage. The Sabyasachi brand, through its emphasis on excellence in design and craftsmanship has set new benchmarks and captivated the imagination of the sophisticated global Indian consumer. We are proud to partner Sabyasachi in its journey to become the only global luxury brand from India. We see a 'Made in India' global brand like Sabyasachi occupying the pinnacle of our ethnic wear portfolio. Over the next few years, ABFRL intends to craft a portfolio that addresses the entire gamut of ethnic wear segments: value, premium and luxury." The proposed acquisition is subject to necessary statutory approvals and signing of definitive agreements. One can only wait and watch this unique story of Indian excellence unfold in the months to come.

Sabyasachi sells 51% stake to Aditya Birla Fashion

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!

<ul><li><keyword id="10370276" type="UNKNOWN" weightage="20" keywordseo="burger-king-india-shares">Burger King India shares</keyword> listed at a premium of 92% giving the Indian subsidiary of American food giant a market valuation of more than ₹4,194 crore. </li><li><keyword id="2588696" type="PERSON" weightage="20" keywordseo="Burger-King-India">Burger King India</keyword> is the 14th company to list this year. </li><li>The stock opened at ₹115.35 and topped ₹118 in a few minutes of trading in a firm market.</li></ul>Burger King India soared 95% at the open of its trading debut on Monday, giving the Indian subsidiary of American food giant a market valuation of more than ₹4,194 crore at 10:01 am. The stock opened at ₹115.35 and topped ₹118 in a few minutes of trading in a firm market. The listing represented a premium of 92% from its initial public offering price band of ₹59-60. The premium is more than what even the grey market was offering ahead of the listing. Burger King India is the 14th company to list this year. The company will trade with the symbol of ‘BURGERKING’ on the Indian stock exchanges. This puts Burger King India in an equal position to compete against its other listed peers, including McDonald’s operator Westlife Development, which is worth ₹6,786 crore and Domino’s operator Jubilant FoodWorks, which has a market cap of ₹34,505 crore. Stellar listing was already on the cards The ₹810 crore initial public offering (IPO) of the quick-service restaurant (QSR) chain saw a stellar demand from investors — the company clocked in the second-highest subscriptions compared to other IPO contenders in 2020 after Mazagon Dock shipbuilders. The offer was subscribed 157 times on December 4, the final day of bidding — as it received bids for 11.67 billion shares, against the 74.49 million on offer. SEE ALSO:<a href="https://www.businessinsider.in/tech/news/huawei-reportedly-worked-with-4-additional-companies-to-build-surveillance-tools-that-track-people-by-ethnicity-following-recent-revelations-that-it-tested-a-uighur-alarm/articleshow/79712815.cms" data-type="tilCustomLink"> Huawei reportedly worked with 4 additional companies to build surveillance tools that track people by ethnicity, following recent revelations that it tested a 'Uighur alarm'</a> <a href="https://www.businessinsider.in/international/news/an-iphone-factory-in-india-has-erupted-in-violence-over-a-dispute-about-workers-pay/articleshow/79707169.cms" data-type="tilCustomLink">An iPhone factory in India has erupted in violence over a dispute about workers' pay</a>

Burger King India shares nearly double on listing — debut pushes valuation past ₹4,000 crore

Online fashion rental platform Flyrobe has raised around $1.7million in seed funding led by <a href="http://www.businessinsider.in/searchresult.cms?query=Sequoia+Capital&amp;sortorder=effectivedate">Sequoia Capital</a>. The deal was closed last year and the official announcement is expected to be made later this month. 
 
Biggies from the startup industry including <a href="http://www.businessinsider.in/searchresult.cms?query=Snapdeal&amp;sortorder=effectivedate">Snapdeal</a> founders <a href="http://www.businessinsider.in/searchresult.cms?query=Rohit+Bansal+&amp;sortorder=effectivedate">Rohit Bansal </a>and <a href="http://www.businessinsider.in/searchresult.cms?query=Kunal+Bahl&amp;sortorder=effectivedate">Kunal Bahl</a>, and <a href="http://www.businessinsider.in/searchresult.cms?query=FreeCharge&amp;sortorder=effectivedate">FreeCharge</a> founders Sandeep Tandon and <a href="http://www.businessinsider.in/searchresult.cms?query=Kunal+Shah&amp;sortorder=effectivedate">Kunal Shah</a> invested in this round. The filings show Zishaan Hayath, co-founder of Powai Lake Ventures, and Abhishek Jain, former associate director at Temasek Holdings Advisors India were the other investors 
. 
What’s so special? Mumbai-based Flyrobe is an on-demand apparel rental platform that offers premium designer wear and branded outfits on rent. The company has joined hands with designer labels like Outhouse, Masaba Gupta, <keyword id="667" type="PERSON" weightage="20" keywordseo="Ritu-Kumar">Ritu Kumar</keyword> and Shehla Khan. 
 
Who are these people? 
Omapal Technologies, the company that runs Flyrobe was founded in September 2015 by IIT Bombay alumni Shreya Mishra, Pranay Surana and Tushar Saxena. The founders – Sh 
reya Mishra, Pranay Surana, and Tushar Saxena have come together over the belief that ‘shared economy’ in fashion can work wonders. 
 
Before starting Flyrobe, Mishra was working as an analyst with Everstone Capital, Surana has earlier worked as a senior analyst at Deutsche Bank and Saxena was earlier chief technology officer at Triptainment Technologies. 
 
Troubled times for Sector 
The apparel rental space has been facing tough times recently. Ethnic market-place, Craftsvilla <a href="http://www.vccircle.com/news/technology/2016/04/28/ethnic-products-marketplace-craftsvilla-buys-clothing-rental-startup" target="_blank">acqui-hired</a> women clothing rental platform F2SO4 and Bangalore-based online apparel rental platform Klozee <a href="http://techcircle.vccircle.com/2016/05/13/online-apparel-rental-platform-klozee-shuts-down-co-founders-join-livspace/" target="_blank">closed</a> operations. 
 
Others startups operating in this space include Revamp My Closet, which was also recently acqui-hired by Spoyl, another online platform. 
 
Big Money to be made, apparently 
<a href="http://www.businessinsider.in/searchresult.cms?query=PricewaterhouseCoopers&amp;sortorder=effectivedate">PricewaterhouseCoopers</a> estimates the global sharing economy will grow from $15 billion today to $335 billion by 2025. However, its yet to pick up big time when it comes to apparel. Transportation, accommodation, and food and beverages sectors are doing better. 
 
Flyrobe estimates the fashion rental market, including western and ethnic wear is worth $4-5 billion today. 
 
Rental economy picking up? 
In India, the idea of rented apparel has been reserved to graduation, fancy dress competitions and theme parties. 
 
However, as large scale immigration to bigger cities across the country picks up, investor interest too is growing. Back in November, furniture rental company <a href="https://www.rentomojo.com/" target="_blank">RentoMojo</a> raised $2 million in funding and Klozee raised a seed round from TracxnLabs and angels in August. 
 
<a href="http://timesofindia.indiatimes.com/photo/51891607.cms">Image Source</a>

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