The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the entry of several new players. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space. The startup ecosystem is straight up bustling with companies disrupting retail. These startups are popping up in the space like no other. They range from helping merchants sell more, to enhancing shopping experiences, to improving customer loyalty and increasing repeat purchases. All of them are looking to disrupt the dynamics of the retail and the payments industry as we know it.
PostFold, a self funded eCommerce start-up led by two young budding entrepreneurs - Ashish Gurnani and Aashray Thatai was established in November 2015 and is headquartered in Gurgaon. PostFold has completed 6 months in this dynamic and ever changing eCommerce sector.
The brand caters to one of the most crucial problems of working professionals across India - the need of appropriate and convenient dressing through the working days. As an online apparel store for men and women, it is the only e-retail brand in India which is working towards providing a solution to this day-to-day requirement. The brand labels itself as a "desk to dinner" apparel store. If you are loaded with work at office and have no time to gear up for an engagement in the evening then this is your brand. You don’t have to rush back home to change your outfit for the dinner date because you will be already wearing one.
It has partnered with Orient Craft, the leading manufacturer for some of the best global brands. The brand uses the best possible fabrics and hired great designers. India is known around the world to be a manufacturer of apparel, PostFold is the quest to make it a leader of everyday modern fashion.
“We have always wanted to create and build something of our own and something we were passionate about. The time we actually realized we wanted to take the plunge was right after we finished college”, says founders of Postfold to BWdisrupt.
The brand provides extremely high quality apparel at affordable prices. Its keep all the aspects of the product development cycle in house until the actual production to eliminate costs of middle men and sampling. This gives flexibility in designing and sourcing. All of the sourcing is done in-house of the highest quality fabrics.
“The quantities we started with were extremely small so we had convinced a lot of people of our vision. We have been lucky enough to meet people along the way have believed in us and are witnessing a steady growth” mentions both the founders.
The fashion industry is extremely crowded so this new brand has a lot of competition. If it will differentiate itself from a quality, price and visual merchandising point of view, it would carve its own space in the industry.
There are no middlemen involved in the product development cycle to keep costs low and provide the highest quality at the most affordable price. The target group of the brand is young professionals in the age group of 22-32.
The newly established company is already seeing a 30% month over month growth and it has dispatched approx 2000 orders in 6 months of operation. The brands marketing strategies include content marketing and influencer outreach.
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This is Meghna Shukla. She lives in Delhi. She is an engineering graduate and currently pursuing MBA from Jaypee Business School. She has a work experience of 2 years in content development. She loves to read and write.
