How Desi brands can keep focus in the market place?

In my previous post I had discussed how two marquee Indian brands had lost focus. In this post I want to discuss two brands that have not done so.

In my quest to understand how some new age brands are competing in the traditional markets like apparel, I came across 'The Stiff Collar'. Interestingly as Swadeshi movement started with the burning of foreign cloth, The Stiff Collar a 100 % Swadeshi brand is into e-tailing of shirts with a English twist. This irony was not lost to me as I looked at this brand. 

"We really wanted to focus on apparel rather than be a market place for electronics or books like some of the  other online retailers," says Abhishek from The Stiff Collar, "We hope to create a great clothing brand and we realize that it will take us more time to do so" he continues

The Stiff Collar has been in business for the last 18 months and have sold close to 6000 shirts all online. I am their customer and see that their shirts are different from the others available in the market. The brand has heavily invested in technology, d=creating a great online experience for its customers and a seamless integration with the supply chain leading to timely delivery. For an online retailer these are some key contact points with the customer that would lead to a greater customer satisfaction and repeat purchase.

Also the company spends enough time in researching global trends in fashion with respect to shirts and customizing them to Indian specification. For example a 'Slim Fit' globally may be different from what is perceived as a slim fit in India. To add to this there is a growing demand for Indian men who work in the corporate sector to dress professionally as they continue to work in global teams. The Stiff Collar fits right in.

All designing for the shirts is done through an in-house design team, the manufacturing is done in Mumbai and the shirts are shipped out from the warehouse again in Mumbai. 

So what is the future of this firm? 

"We have recently started working on gifting options and we hope to become gifting consultants to a section of our customers" continues Abhishek “Also we are keen to create a mobile application keeping in line with the growing trend of consumers accessing the internet through smart phones. We probably are the only online retailers of Shirts" says Abhisek "and we will continue to focus on shirts rather diversifying into other apparel like trousers, suits or jackets" 

This focus on a product category coming from an Indian brand is in direct contrast to the trend among these brands to lose focus as discussed in my piece from my Chennai experience.

In Chennai I chanced upon another Indian brand that was trying to use the local pop culture to differentiate itself from the other local and multi national brands. What stands out about  'Chennaigaga' are the inclusion of Madras city pop culture like  The hot kappi (Coffee), The Autos and The Superstar (Rajnikant) into the products.. 

"We thought of things / elements that are quintessentially Chennai and what the city's little quirks are. Think Chennai and we do think of a hot cup of kaapi or the autos (meterful or meterless) and of course the superstar, among so many other things like the music, Bharathanatyam, the tiffins, the language and the landmarks" say Sujata who came up with the idea a few months ago.

Most of the designs for the T shirts, bags, Mugs and other knick-nacks come from local designers and free lancers, though they are not part of the same team. Chennaigaga currently does not outsource any design work. Currently their products are available across 18 stores in Chennai.

The interesting point about both The Stiff Collar and Chennaigaga are that they are local brands that use the local culture to their advantage. For example Chennaigaga makes light of the meterless autorickshaws in Chennai. 

"Trends always evolve as does everything else around us. Change is of course constant; clichéd though it does sound. Madras or Chennai as it is now known, will always be known for her old world charm and traditions as well as for the currently 'in' things that are being experienced at any given point in time." Concludes Sujata

In Conclusion Indian brands continue to battle Multi nationals for a share of the domestic market. It would be the subtle variations and localizations that would make all the difference.