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Mansi Gupta: Art On Call

We react quickly to emerging trends and launch new collections every week offering unmatched freshness to our customers.

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Due to the traditional value chain of Indian handicrafts, the cost of the products is exorbitantly high. This made Mansi Gupta, Founder of Tjori to ponder for an alternative solution to make the handcrafted products more accessible in the market.During her Wharton days, she realized that handcrafted products have a huge demand in the foreign market. Mansi thought to create a platform to provide exclusive handcrafted products from craftsmen, weavers, and artisans at affordable prices to the customers.

Launched in 2012, Tjori runs a Zaraesque just-in-time (JIT) production process enabled by its proprietary ERP and partner app ecosystem. The limited-time period sales model is the uniqueness that makes it distinct from others, adds Gupta. “We react quickly to emerging trends and launch new collections every week offering unmatched freshness to our customers. We have created and retained a huge community of loyal customers which are our interested investors from not just India but also in the Middle East,” she informs. 

Traditionally, ethnic shopping was always done through brick and mortar showrooms or picked up from the shelf or procured through fancy boutiques and high-end stores. Tjori disrupting the industry delivers fast fashion i.e. fresh assorted along with distinct variety; combining natural fabrics and traditional prints with modern silhouettes. “We believe we are the only company which can deliver fast ethnic fashion at affordable prices with a heavy emphasis on the goodness of the ingredients.” Gupta identifies Tjori as a perfectplatform for well-crafted handcrafted fashion. She says, “The perfection of our pricing algorithms and tech stack along with JIT supply chain has rendered us at the cusp of a break-out wherein we are meant to witness a massive growth over the next coming years.” 

Tjori aims to capture a fair share of the wardrobe of its target market. “We are positioned as an aspiration brand for the upper mass and double up as regular wear brand for the mass affluent segment. Our uniquely crafted products at beautiful affordable pricing have aided our growth. We firmly believe in our online first strategy which might not afford a touchfeel and try-before-buy for our customers. However, we are currently building our omni-channel to address this. 

Gupta in the coming years aspires to build women focus lifestyle brand that brings the best of Indian ethnic and traditions while being in sync with modern sensibilities. “We are a brand that is now doing upwards of Rs 25 crore annual revenue run rate with women at the centre of everything,” she states. Fashion businesses are plagued with several issues, inventory being the largest. “Tjori keeps on innovating in its supply chain for the 21st century women,”says Gupta. 

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