The ethnic window
The ethnic window


Seven months after launching, the owners have launched which is the Indian Label intended to suffice the ethnic desire of the customers. Neha Malhotra tried to find out more about the label in an interaction with Gobind Pahwa, Vice Chairman,

Neha Malhotra: What was the idea behind launching

Gobind Pahwa: After the success of we thought it was the right time to launch something for the ethnic wear line as well. The focus is on fusion of eastern and western wear and purely ethnic line as well. Pehraan is still in its nascent stages as it was launched on september 19th. With pehraan we will be pushing the products to the masses and unlike Shopnineteen, we will be selling it on other portals as well.

NM: How will you manage to market products from Pehraan from other portals?

GP: We have a good technology team in house and we will have it connected via API(Application Programming Interface). The orders will automatically fall on our control panels and we will ship them out on their behalf.

NM: How is the delivery mechanism working for Pehraan?

GP: Like Shopnineteen, Pehraan too is based on inventory model and everything you see on the website is there with us in the warehouse and as soon as we receive the order, we will ship it within 24 hours. Our primary delivery partner is Bluedart so that we can ensure that the excitement of shopping does not fizz out due to slow delivery process. If the order is from the same city, we have our own runner for Delhi NCR we promise to deliver within a day’s time.

NM: What is the USP of Pehraan?

GP: At present there is no exclusive ethnic wear web portal and Pehraan is the first one. There are a lot of websites selling ethnic wear but they are not exclusively for this.  And the price point is our USP. We give cost benefits to the customers. The prices are reasonable and ni the future I hope they will go further down. Pehraan will be a fashion label and not a website. Everything that you see on the website is designed by our designers. These are the USP for Pehraan?

NM: What is the reason for choosing online commerce as the method for launching your label?

GP: Offline retailing in India is a very capital intensive business and most of the players are finding it difficult to cope up with the rising retail space prices. E-commerce gives us the way to cater Pan-India sitting at one location. And other benefit is that the customers get everything at their doorstep that suits their busy schedule.

NM: How many SKUs you have at present?

GP: At present we have 200 SKUs but in a month’s time we will have more than 1000 SKUs under the label.

NM: Who are your target customers?

GP: We are targeting the young Indians who want to wear something western but with an ethnic touch so that they stick to their roots as well. Most of the population is Internet savvy and aware of the e-shopping experience. The age would be 18-35.

NM: What will be the price points for your products?

GP: The basic Kurtis will be starting from Rs 400 to Rs 700. Dupattas at Rs 200, Suits from Rs 1,200 to Rs 2,200.

NM: How will you be marketing the label?

GP: At the moment we are looking at the online media such a facebook and Google and other online portals. Offline marketing is something we will be focusing at a later stage, may be three months down the line. 

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