Loading
Dushyant Singh

Product Manager

Project Manager

Data Analyst

Consultant

Dushyant Singh

Product Manager

Project Manager

Data Analyst

Consultant

Resshaa – Affordable & Stylish Ethnicwear Brand for Indian Women

  • Created By: Dushyant Singh
  • Role: Founder & Product Manager
  • Team: 1 Designer + Freelance Photographer + Me (Founder/PM)
  • Stage: Active Online Store (Shopify)

Overview:
Resshaa is a D2C (Direct-to-Consumer) ethnicwear fashion brand offering trendy and affordable kurtis, co-ords, and fusion wear for Indian women. I conceptualized and scaled this brand as a digital-first product, targeting Tier-2 and Tier-3 markets. The goal was to solve the gap between quality ethnic fashion and budget-conscious buyers. I managed the brand as a solo founder and product lead, focusing on product-market fit, inventory curation, website development, customer experience, and digital sales growth.

1. Problem Statement

  • Young Indian women struggle to find fashionable ethnicwear under ₹800 that doesn’t compromise on quality.

  • Most local brands lack size inclusivity, trending styles, and easy online access.

  • Existing players are either high-end or don’t deliver consistency in product and service.


2. Goals & Objectives

  • Launch a D2C ethnicwear brand with pricing under ₹999.

  • Build an intuitive, mobile-friendly Shopify storefront.

  • Achieve 5,000+ Instagram followers in the first 3 months.

  • Generate 1500+ orders within the first 90 days.

  • Maintain a repeat customer rate of over 20%.


3. Product Strategy & Execution

Key Features:

  • Affordable ethnic & Indo-western apparel (Kurtis, Co-ords, Cotton Sets)

  • COD + Prepaid options with delivery across India

  • UGC-led marketing & Instagram-first drops

  • Weekly product launch strategy

  • Curated product shoots & influencer collaboration

Product Decisions I Took:

  • Launched on Shopify with custom sections for trending, new arrivals, and size filters

  • Used WhatsApp for abandoned cart recovery & queries

  • Focused on stock control via low MOQ (minimum order quantity) to reduce risk

  • Set up pre-booking model for popular items to gauge demand


4. User Research & Customer Insights

  • Conducted 50+ customer interviews via Instagram polls & WhatsApp

  • Found that 60% buyers preferred COD but trust increased with Instagram story reviews

  • Discovered high engagement with styling reels and unboxing UGC


5. Sales & Growth Metrics (First 5-6 Months)

  • Total Orders: 4,500+

  • Revenue: ₹32+ Lakhs

  • Profit Margin: 30–35%

  • Website Conversion Rate: 2.3%

  • Return Rate: 5.2% (well below industry average)

  • Repeat Purchase Rate: 21%

  • Instagram Followers: 6,500+

  • Top-Selling Categories: Printed Co-ords, Cotton Kurtis

  • Facebook Ads ROAS: 12x


6. Marketing & Growth Strategy

  • Instagram Reels + Giveaways every 2 weeks

  • Collaborations with 20+ micro influencers (5k–50k followers)

  • Leveraged WhatsApp broadcast lists for restock alerts

  • Used customer testimonials in ads and on product pages

  • Seasonal drops & styling videos to create anticipation


7. Operations & Tech Stack

  • Shopify + WhatsApp Business + Google Analytics

  • Razorpay + Shiprocket for payments and logistics

  • Canva + Lightroom for design

  • Notion for order and inventory tracking


8. Challenges & Solutions

ChallengeSolution
Building initial trust onlineUsed influencer reviews, COD, and UGC content
Managing stock efficientlyStarted with low MOQ, introduced pre-orders
Website drop-offsAdded trust badges, WhatsApp chat, and video reviews
High marketing cost in peak timeFocused on organic UGC and Insta engagement loops

9. Learnings & Product Thinking Showcase

  • Balanced creativity and business with customer data

  • Learned to build brand identity and trust via micro-actions (packaging, unboxing, Insta replies)

  • Prioritized customer support as a brand-building tool

  • Applied lean product thinking to drops, pricing, and inventory

  • Continuously tested landing pages, pricing offers, and product combinations