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Ninecolours to shift focus to more customer-centric approach

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Entering into fourth year of its operations in October 2017, Mumbai-based premium online lifestyle brand has introduced several new customer-friendly features and services to its website recently keeping in sync with the latest e-commerce trends across the country. With evolving sentiments of the middle-class and rise of disposable incomes alongside proliferation of technology in India, brands like are carving a niche for ethnic wear in our country and across the globe.
The company has notably reported a 100 per cent estimated net jump in online sales of apparels in both men’s and women’s category by the end of this quarter (Q2 of the fiscal year 2017-18). Also, the bespoke service of Ninecolours known as ‘Youdesign’ – which offers anyone and everyone to design their fully customized garments for bridal wear, plus size, maternity wear or any garment that customer desires has been witnessed to be the main catalyst behind the unprecedented sales volumes. The online store has also introduced an ‘easier check out’ option by partnering with reputed payment gateways such as Paypal (for international customers) and PayU, Paytm, Mobiwik (for domestic customers).
“Ninecolours was conceptualized by and for ethnic lovers with a subtle range of sarees, lehengas, kurtis, and suits for women, and kurtas, sherwanis, jackets and pajamas for men. Over the past one year, this elite online marketplace has registered phenomenal growth in sales. Keeping today’s evolved digital consumer at the top of our mind, the ultimate goal for us at the moment is to implement smart processes to create high-quality products at affordable prices and ensure hassle-free delivery of the same directly to our customers’ doorstep; we are always ready to go the extra mile for this. Currently, we are operating in six countries namely India, USA, UK, Canada, Australia, and South Africa. In near future, we aim to position it as a worldwide brand with unique designs specialized for the ethnic lovers,” said Co-Founder,, Jigar Agarwal.
Starting with a turnover of only about 2-3 lakh in the first six months since its inception in 2013, the current annual turnover of stands at approximately Rs 10 crore and is entitled to grow by 100-150 per cent in the next five years. Ninecolours has always focused on a wide range of products catering to traditional, indo-western needs of the commoners, and is providing clothes from XXS to up to the 4XL category.
The unique service feature called ‘Youdesign’, besides creating unique bridal wear for women, is now also customizing outfits for men’s wear and kids’ wear under the service platform, and has added plus size garments and maternity wear to its custom portfolio off late. Notably, the online fashion store also offers a customized tailoring option; custom stitching includes designing according to specifications selected by the buyer regarding their measurement, hence people get to choose from a great variety of neckline, sleeve length, sleeve type and back depth style. The garment is tailored as per the exact measurement of the wearer, and the measurements can be saved for future orders to save time and energy.
Throwing more light on the uniqueness of the bespoke feature and how it works, Agarwal added, “Using Youdesign, our customers have the liberty to play with the fabric, colour, type of work, colour of work to anything he/she can think off, and that too, starting from scratch. Once you send us a picture of your dream outfit or mail us your requirement, our in-house team of designers and stylists will take a one-to-one conversation with each client to understand their requirements while recreating that look. They will take care even of the smallest embellishment that you wish for, and prepare a sketch for the customers’ approval. Once the design is approved, we give you a detailed quotation for payment. The bottom-line is to keep customers informed at every step till the product is finally delivered to their doorstep. This is first-of-its-kind module is bringing a revolution to personal styling in our country, bridging the gap between customers’ desired outfit and its availability in their budget. Over the last one year, many women between the age group of 20-35 have registered on Youdesign, and this feature is expected to grow even more popular in the coming festival season.”
According to an Assocham-Forrester study, the current estimated revenue of Indian e-commerce is about US $38 billion and is projected to hit US $120 billion by 2020, at an annual growth of around 51 per cent. Also, within retail e-commerce, apparel is the fastest growing segment. Every third query on search engines like Google at present is related to fashion or lifestyle.

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