Interview with Sonal Abrol

Sonal Abrol
Sonal Abrol

Market too huge to focus on unnecessary competition
Saiesta, e-tail studio exclusively for women, features a wide range of prêt and eveningwear for formal or social occasions, mirroring the personal style of today's fashionable young women. Sonal Abrol, COO of Saiesta, tells about the expansion plans of the company, its business model, and why it is only catering to womenswear.

Please tell us about the growth story of Saiesta.

The e-commerce industry is on the cusp of tremendous growth in India as awareness and Internet penetration is growing within the country. More importantly, mindset of people for buying online is slowly evolving. The business model of Saiesta is simple, and the sun will never set on our brand. Our export business currently forms 90 per cent of the chunk, and Saiesta is 10 per cent. We expect Saiesta to achieve similar targets. Till date, our focus was always on India. Now, starting with Summer 2016 collection, we are expanding our global footprint to the US, Canada, the European Union and Australia. We are a B2C brand, and we provide runway styles to women across the globe from small cities like Agra to rural states of America like Iowa and the backwaters of Australia. We want Saiesta’s garments to be known from Main Street America to the smallest towns in India. We want to build a truly global online brand, without any brick-and-mortar stores. The world is our oyster. Since, we already had years of manufacturing and R&D experience, in-depth fabric knowledge and had worked with a host of international designers, we had the confidence to create our own brand. Our aim was to reach out to the young, independent, trendy woman with a line of clothes having a stronger look, affordable pricing and great quality.

Who is your target audience?

Women in urban cities of India in the age bracket of 18-35; may be, even older women who want to look young. The price range starts from Rs 1099-3999.

What is the scope for mobile apps in your business?

We do not have an app, but mobile business is growing as Internet speeds get faster. It is important to have a mobile app. But for a young brand like ourselves, we need to first create a sizeable following and create strength in numbers, before going mobile.

Please share a brief about your competitors.

More than technology, we focus on building TQM (total quality management) systems, where we make sure that garments delivered to our customers are of the best quality and not returned back. We are not trying to compete with anyone in the market. Rather, we are just trying to set benchmarks in terms of quality, delivery and designs. We feel that every brand is special in its own way, and the market is rather huge for us to focus on unnecessary competition.
Published on: 10/05/2016

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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