How Indian fashion start-ups can tap the void generated by the exit of Chinese fashion apps?

The main reason behind popularity of Chineseapps was steep discounting, extremely convenient to use and on time shipping.
How Indian fashion start-ups can tap the void generated by the exit of Chinese fashion apps?

Chinese apps including TikTok, WeChat, and a number of fast fashion retailers have been banned in India after the MeitY received reports that the apps were being misused to transfer Indian users’ data abroad. Among these apps, fashion oriented apps such as Shein, ROMWE, Club Factory amongst others were extremely popular among Indians. The main reason behind popularity of Chinese apps was steep discounting, extremely convenient to use and on time shipping. No doubt, a void has been created due to sudden exit of these companies. Same time, an opportunity has been genereated for Indian fashion start-ups.

 "The TikTok ban will lead to a boom in influencers and viewers onto other video-based platforms and homegrown competitors. We at Bisbo India, expect a surge in influencers and viewers to hit YouTube, Instagram and Sharechat", explained Shakir Ebrahim, Founder and Creator of Bisbo India.

Ebrahim also talked about how the ban on TikTok would fuel similar, homegrown startups. "TikTok had hooked its specific junta. Platforms like Mitron, Chingari or Roposo, would be an easier adjustment for them."

Roposo’s user base has been increased by 22 million since the ban has been announced.  Roposo started its journey in 2014 and is available in 12 different languages.

“In the last three weeks, Roposo was receiving 7 lakhs installs a day. In the last three days, it has spiked so much because of all the love and support. We’re getting 6 lakhs installs per hour on average,” informs Mayank Bhangadia, CEO and co-founder of Roposo in a media interview.

Opportunity for Fashion Start-ups

Applications like Shein might have been an excellent site to choose your clothing attires from but these alternative Play Store apps are top-notch. Speaking on same, Aariz Nizam, Founder, Azzaria said, “India’s startup ecosystem has become a key economical battleground notwithstanding its small size—imports in sectors like clothing, smartphones and pharmaceuticals dwarf startup activity. We believe and firmly support the Indian Government’s Make in India Initiative, thus all of our products are indigenously manufactured. Along the same line, we also see this transition as a big opportunity for emerging brands like us to put forward our products and standards to the Indian masses at large.”

Speaking on same, Shivani Poddar, Co-founder, Faballey and Indya said, “Consumer sentiments are already weak due to Covid19; therefore, people are already looking for value shopping. Hence, going with steep discounting is the need of the hour.”

As per Poddar this is the right time to tap the consumer base left by these Chinese apps and discounting could be the right method to do so.

Clearly, a huge void has been created to be filled by Indian players; a smart strategy is required to achieve the same.  

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