Innovation, Inclusivity, and Icons: Odette's Path to Fashion Dominance

In a candid conversation with Mamta Roy, the ingenious mind behind Odette, the story unfolds, illuminating the brand's meteoric rise since its inception in 2020. A profound testament to Odette's success lies in its impressive fivefold revenue growth, a feat achieved by navigating through the dynamic landscape of the fashion industry with finesse and foresight.

Mamta Roy, Founder of Odette, elaborates, "The journey began with jewelry in 2020, and the brand evolved organically. We swiftly diversified, incorporating bags and accessories in 2021, coinciding with the onset of the global pandemic. Undeterred by the challenges, we further expanded into Indian clothing, featuring a captivating array of saris, Lehengas, and Kurtas. The journey didn't stop there; we ventured into lingerie, followed by the addition of Western wear, addressing a significant gap in the Indian market."

With a strategic vision, Odette blossomed into a one-stop destination, weaving together an impressive tapestry of categories. From jewelry, bags, belts, and shoes to sunglasses, Indian and Western clothing, lingerie, and an imminent foray into kids wear, Odette stands as a testament to versatility. Mamta asserts, "The vision is to be a high-fashion, pocket-friendly brand, delivering the latest trends to your doorstep."

Creating a Fashion Wonderland

Mamta paints a vivid picture of Odette's diverse offerings, "We want to be that one-stop-shop for women, presenting a complemented shopping experience. Our catalog boasts jewelry, bags, belts, shoes, sunglasses, Indian and Western clothing, lingerie, and soon, kids wear. This diversity positions Odette uniquely, offering customers an all-encompassing and complementary shopping experience."

A unique facet of Odette's strategy is the relentless pursuit of freshness. Mamta reveals, "Our USP is the addition of 25 new styles every day, maintaining a monthly influx of around a thousand SKUs. This ensures a fresh and engaging experience for our customers, keeping them curious about what's new on Odette."

From Odette.in to Market Dominance

Mamta provides insights into Odette's digital evolution, "We initiated our journey on Odette.in, leveraging our online presence. Subsequently, we joined Myntra under their Rising Stars program, securing a significant place on Nykaa, and soon, we will be live on Tata Cliq. Our success in the digital realm aligns with our vision to be a dominant player, providing a holistic shopping experience."

Beyond the digital horizon, Mamta unveils the next phase of Odette's journey, "We are in the process of launching offline stores, starting with Bangalore as our flagship store. The plan is to spread across metropolitan cities, offering customers a touch-and-feel experience. Our goal is to provide a 360-degree shopping experience, whether through our D2C site, marketplaces, or physical stores."

Decoding the Brand's Name

The conversation takes an intriguing turn as Mamta delves into the essence of Odette's name. "Odette signifies a fearless woman, embodying both fearlessness and femininity. The brand reflects a Victorian touch, focusing on timeless fashion, distinct from clichéd and heavily embellished styles. I believe in being more Victorian than modern, a philosophy evident in our designs."

Offline Ventures

As Odette expands its horizons with the addition of Western wear, Mamta emphasizes size inclusivity. "We have started with sizes ranging from S to XXL, with plans to include plus sizes in the future. The focus is on high fashion, and sizes will be considered after the launch of our kids' wear collection."

The anticipation builds as Mamta reveals plans for the Bangalore store, scheduled to open in December. "Omnichannel is the future. Digital integration is paramount, and we are leveraging technology for seamless backend operations. Each store will function as a channel, ensuring synchronized inventory management."

Strategic Partnerships and Funding

Mamta sheds light on Odette's financial strategy, "We have formed partnerships with Club and Velocity, relying on revenue-based funding. This approach provides consistent funding cycles without relinquishing equity, allowing for expansive growth while retaining brand ownership."

Further, Mamta unravels the intricate threads of Odette's marketing strategy, "We strategically plan events, capitalize on customer feedback, and closely monitor trends and competitors. Our focus is on short and impactful collections, ensuring daily freshness on the site. We leverage various platforms, including Facebook, Google Ads, Instagram, and retargeting partners, to maintain a robust marketing presence."

D2C: A Personal Touch

Addressing the challenge of returns in the D2C landscape, Mamta reveals a hands-on approach. "We proactively call customers before dispatching, especially for COD orders, creating a personal connection. This minimizes returns as we can accommodate changes or cancellations before the order leaves."

Odette's Next Five-Year Odyssey

As the interview concludes, Mamta paints a vivid picture of Odette's future. "In the next five years, we aspire to be the Zara of India, a brand known for its scale, visibility, and personal touch. With a strategic focus on online and offline expansion, retargeting, and customer retention, Odette is poised for remarkable growth in the years to come."

In the pulsating world of fashion, Odette stands as a beacon of innovation, blending fearless designs with a commitment to inclusivity and customer satisfaction. As the brand continues to evolve, Mamta Roy's vision for Odette holds the promise of shaping India's fashion landscape, making it a force to be reckoned with.