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BW Businessworld

We're Working For Women Who Are Looking For International Fashion: Additti Jain, Founder, IKI CHIC

In an interview with BW Businessworld, Additti, talks about the challenges, marketing strategy and more

Photo Credit :

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The coronavirus pandemic has a transformative impact on Additti Jain, Founder of IKI CHIC - e-commerce brand. Despite all the challenges due to the situation, many people have jumped into startups. Aditi is one of the examples for the same. She found a way, through Iki Chic, to connect with people and fulfil their requirement of stylish-look though comfortable clothing while people stay at home. In an interview with BW Businessworld, Aditi, talks about the challenges, marketing strategy and more

When most of the businesses/startups called for closure, what made you launch IKI CHIC?
At the beginning of the year, when COVID and eventually lockdown started, I started reading the book iki-gai. It made me realize my iki-gai which means finding the purpose of your life. All my life, I’ve been a fashion-conscious soul and have been appreciated for my fashion sense. Being a fashion student, I thought of coming up with a website that delivers fashion to everyone’s doorstep without any hassle.

The market is already flooded with numerous brands of clothing, how will IKI CHIC stand tall amongst all?
So IKI CHICstands tall amongst all primarily because we cater to all age groups including plus sizes at rock bottom prices. All the clothes that are on the website are something which I would personally wear.

How are you different from the existing competitors?
We are unique because we are giving high quality at minimal prices. About all, catering to the masses and delivering high street fashion to every girl at her doorstep, at affordable prices.

What challenges are you facing in running your business?
COVID being the biggest challenge, manufacturing the clothes and doing photo shoots were a very big challenge. Also, party wears not being in too much demand is a challenge for us which is a huge category on our website.

How has been the people`s response so far?
Despite the COVID era and social distancing, the response to our collections has been overwhelming. We have been most appreciated for our loungewear and activewear which is in huge demand due to people staying at home.

What is your marketing strategy? Please explain about the campaigns. 
We are working for women who are looking for international fashion in the Indian market at an affordable price and fast fashion first, we are currently targeting the market and potential customers through our online presence. With majorly promoting our designs, styles, and products through social media and with our presence on Major e-commerce portals like Amazon, Myntra, Ajio, etc.

What is the market size and opportunity?
Indian Fashion Retail which is currently estimated at USD 54 billion & will grow at a promising CAGR of 8.1% for the next ten years to reach USD 118 billion by 2028. Women's Fashion has a market ratio of 35.5% in the Indian market, which allows us to enter and feed up the Indian market with an international taste of fashion at an affordable price.

Any message for woman entrepreneurs.
Every woman should believe in herself and realize her potential and make the best out of it. We, as women have always been multitaskers which we need to discover in ourselves. Above all, we must uplift other women as well. As women, we should be healthy competitors rather than showing each other down.


Tags assigned to this article:
aditi jain Iki Chic e-commerce