Shelltag Retail Private Limited is a Gurgaon based “Leather Fashion Online” company specializing only in leather fashion products promising to offers customers the largest range of leather (pure and artificial) products in India and to sellers, a platform to promote their brands in a transparent manner. Team Shelltag comprises of business experts in Operations, Strategy, Leather technology, Fashion, Supply Chain, E-commerce, Finance and Marketing who understand the value of partnership with sellers.
Shelltag was incorporated in July 2015 and started building up process, system and infrastructure to create an enterprise supporting sellers and customer experience in Leather Fashion. The company launched its webstore in March 2016 and since then, it has seen a significant traffic on Shelltag’s website by customers on the website and visitors through its Facebook page. Every day, it adds new sellers and brands and of course customers.
The company has been working with many sellers/ brands of Leather fashion products of bags, footwear, apparel, accessories, decor, etc. to present its customers India’s largest category in leather.
In an interaction with Sujata Sangwan of BWDisrupt, Surjya Meher, Chief Executive Officer, Shelltag, shares journey of his venture.
GenesisHow many of us can touch and identify true leather? This has always been a struggle to me and a lot of us buying leather products. Did a little research on the web and found none are addressing this issue.
Shelltag was born to help customers depend on a leather specialist!
Our journey started literarily from a garage. A group of 5 people having different domain expertise came together to create a leather shopping experience provide authenticity and details no ecomms has done before. We had a single obsession to offer the largest category with the highest collection of leather and leatherette fashion products to fulfilling the aspirations of this fashion loving customers. Today we are a twenty member proud team, each committed to fulfilling joy to our customers.
Shelltag was incorporated in July 2015 and it was only in March 2016 that the website was launched.
This journey is very emotional to a lot of us. Shelltag was born with a great idea of being a specialty leather fashion marketplace literally from a garage. Keeping our customers in mind, we wanted to create a unique customer experience which making purchase and our entire website is designed accordingly.
Unique Feature of differentiationa. We are a leather specialist. We provide detailed information on the product
b. Our product detailing is the best in the industry.
We work closely with our manufacturer to get the best quality product at the right price ensuring all quality parameters are met to deliver the orders.
FundingThe promoters have self-funded the project till now. It is testing our concept and now we are confident on the scalability of this venture and now are going for funding to support the expansions.
MonetizationWe are a market place and promote the brands of all our sellers. We provide them marketing, logistics, banking and only charge a marketing fee. Organizational efficiency is key for survival and we aim to be profitable in the first year itself. We will always ensure a great product delivery but do not believe in deep discounting for customer acquisition.
Traction DetailsMarketing Reach 120 milion+
Visitors 400K
Page Views 1.2 million
Brands 135
Categories 96
SKUs 22K+
Towns covered 4600 towns covering 22K pin codes
Aspiration We have feedback from a lot of customers appreciating the presentation of our leather category on our website. We are honoured and will continue our investments in making Shelltag as the most admiring leather ecommerce in India.
Future Plans 1. We are already the largest leather marketplace ecommerce in India having the highest number of leather categories. This does not stop us here. We are working to introduce more number of categories so that we fulfil aspiration of every customer coming on our website.
2. Leather customers are possessive about their purchase. We value our customer’s possession and working round the clock to create a 99% satisfaction index and loyalty. We aim to have one million customers by the end of next year.
3. We also are working towards certification of suppliers who not only provide genuine leather but also conform to international laws of no harmful chemicals used and no child labour employed.
4. Launch our own Private Labels in leather fashion.
Marketing PlansMost of our customers are online users and we will continue connecting them digitally.
Market Opportunity We are in leather fashion and fashion is one of the fastest growing categories in the consumer product space. Leather / leatherette contribute to a quarter of fashion consumption. The market is currently fulfilled by general / fashion ecom player. We are a specialist !! We procure and promote 100% genuine leather.
