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
Challenge | Solution |
---|---|
Building initial trust online | Used influencer reviews, COD, and UGC content |
Managing stock efficiently | Started with low MOQ, introduced pre-orders |
Website drop-offs | Added trust badges, WhatsApp chat, and video reviews |
High marketing cost in peak time | Focused 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