The trend in womenswear is shifting towards comfortable clothing
Founded by four young siblings who shared a passion for fashion and business, Jisora is an upcoming fashion brand with an objective to design clothing that adds a touch of comfort and kindle a sense of elegant beauty towards the traditional cotton. Completely revolutionising the loungewear segment, Jisora’s collections are known for being highly fashionable yet budget-friendly. With mesmerising prints on Indo-western silhouettes, the brand’s vision is to be a part of its customers’ every occasion. Speaking to Fibre2Fashion, Co-founder Tushar Sethi discusses the womenswear sector in India, and the design process, sustainability and future plans at Jisora.
What do you see as the biggest challenges and opportunities in the womenswear sector today, and how is Jisora positioned to address them?
The biggest challenge in the womenswear sector is to provide affordable, good quality clothes to the mass market without compromising on style. Jisora is addressing this challenge by focusing on providing trendy clothes at a reasonable price and maintaining a wide variety of designs.
The pandemic presented an opportunity for Jisora as the demand for comfortable leisurewear surged due to the rise of work-from-home culture. People sought versatile clothing that could be worn at home, dressed up or down, and even for office meetings or evening outings. Jisora recognised this shift in fashion habits and aimed to provide the perfect blend of comfort and style.
By offering a line of clothes ranging from sleepwear and loungewear to resort wear, Jisora became the go-to brand for customers seeking comfortable wear for various occasions. Leveraging our expertise in the fashion and textile industry, we brought together modern and traditional elements to create fashionable designs with utmost comfort. Our passion for fashion and entrepreneurship, along with the support of our family, motivated us to fill the gap in the market and establish Jisora as a unique clothing line.
How is technology and innovation shaping the future of the fashion industry, and how is Jisora leveraging these advancements to stay ahead?
Technology and innovation play a significant role in shaping the future of the fashion industry, and our company understands the importance of staying ahead in this dynamic landscape. We differentiate ourselves by embracing innovative patterns, styles, and quality, which have become crucial factors in attracting customers. Our strategy revolves around showcasing the versatility of our collection, emphasising that our clothing is not limited to home wear but can also be seamlessly integrated into work attire, travel wardrobes, day-out outfits, or even sleepwear. Moreover, we ensure reasonable pricing, with our average price range starting from ₹1,000, making our designs accessible to a wide range of customers. With a strong focus on variety, we consistently launch 40-50 new designs every month, providing our customers with fresh and exciting options to choose from. By leveraging technology and innovation, we stay at the forefront of the industry, delivering fashionable and functional clothing to meet the evolving needs of our customers.
What trends or shifts do you anticipate in western and Indo-western womenswear in the next few years, and how is Jisora preparing to adapt to these changes?
The trend in womenswear is shifting towards comfortable clothing, and Jisora is already adapting to this change. We focus on providing comfortable clothing that can be worn for home, office, travel, and leisure. Our collection combines modern and traditional elements, bringing together the best of western and Indo-western styles. We are prepared to continue offering comfortable and stylish clothing as the market evolves.
Can you tell us about the inspiration behind starting Jisora and what problem you aimed to solve with your platform?
Jisora was inspired by the diversity, ethnicity, and tradition of India. We recognised a gap in the market where fashionable and western wear was predominant, while traditional and ethnic clothing was also popular. We aimed to fill this gap by introducing modern and trendy styles with a traditional touch. Our goal was to provide women with clothing that can be worn for both home and office, offering a mix of comfort and style.
The versatility of Jisora’s collection is impressive, ranging from everyday wear to maternity clothes. What inspires your design process to create such a broad range of clothing?
At Jisora, we are inspired to provide sustainable and conscious clothing to our customers. Our design process focuses on creating a mix of comfort and style. We believe in making our customers a part of the Jisora family and want them to wear our clothes with satisfaction. We offer a hassle-free return and exchange process, ensuring that our customers feel valued and content. The versatility of our collection, ranging from everyday wear to maternity clothes, stems from our desire to cater to various customer needs and occasions. For us, the focus is not only on selling but is to make the customer a part of our Jisora family. We do not want the customer to buy a piece and keep it even if they are not happy. They should wear Jisora with satisfaction, making their Ji (heart) Sora (content). Jisora is a Marwari word which means ‘satisfaction’, and that has always been the core of our brand.
With the e-commerce market being highly competitive, how does Jisora ensure customer loyalty and stand out among other women’s fashion brands?
Jisora ensures customer loyalty and stands out in the highly competitive e-commerce market through several strategies. Our product design, which combines traditional and modern elements, sets us apart from other brands. We offer a unique size range from XS to 5XL, catering to a diverse customer base. Moreover, our pricing is kept reasonable. We prioritise customer satisfaction and focus on providing variety by launching up to 50 new designs every month. Word of mouth has also been a significant marketing tool for us.
What steps has Jisora taken to ensure the quality of products and the shopping experience? How does Jisora balance preserving traditional values in its western and Indo-western outfits while keeping up with the latest fashion trends? What are the challenges and rewards of this approach?
At Jisora, we take several steps to ensure the quality of our products and provide an exceptional shopping experience for our customers. Our clothing collection offers comfortable loungewear, western wear, resort wear, and office wear, catering to various events and occasions. One of the distinguishing factors of our brand is our average price range of ₹1,000, which sets us apart in the market.
To meet the diverse preferences of our customers, we focus on design and variety. We understand the importance of staying up-to-date with the latest fashion trends while preserving traditional values in our western and Indo-western outfits.
Word of mouth has always been a significant factor in our success. We are proud to receive fantastic responses from our customers on our social media campaigns, fostering a sense of belonging and engagement with our brand. It brings us immense joy to hear how entire families, spanning from 16-year-olds to 80-year-olds, embrace Jisora as their go-to choice.
However, we also encounter challenges along the way. Occasionally, customers claim non-receipt of products due to delivery company staff fraud. To ensure our customers’ satisfaction, we promptly investigate such issues and dispatch a replacement if necessary. Our dedicated customer relations team diligently fulfils every customer demand and resolves any concerns at the earliest.
Our focus extends beyond mere sales; we strive to create a sense of family among our customers. We want them to wear Jisora with satisfaction, as the name itself signifies contentment. We provide a hassle-free return and exchange process to alleviate any pressure our customers may feel.
With an in-house manufacturing unit, design studio, and production house, Jisora boasts an expert team dedicated to delivering the best quality products. We continuously aim to understand the current needs of our customers, which revolve around comfort and style. By offering an amalgamation of modern and traditional clothing, we aim to fulfil their fashion desires.
Sustainability in fashion has become a significant concern in recent years. Are there any steps being taken to ensure that your clothes are ethically produced and environmentally friendly?
Our primary objective is to ensure the comfort of women’s apparel, as we have observed a strong preference among women for clothes that do not induce feelings of claustrophobia. To achieve this, we prioritise the use of pure cotton fabric, a natural material known for its breathability. This approach significantly reduces the common discomforts such as excessive sweating, itching, and skin rashes often triggered by synthetic materials. Our commitment leans toward the utilisation of natural materials and natural dyes.
Many successful brands have a defining ‘aha’ moment or a turning point that propelled them forward. Has Jisora experienced such a moment? If so, could you please share the story with us?
Yes, Jisora has indeed experienced a defining ‘aha’ moment that propelled the brand forward. The COVID-19 pandemic brought about a significant shift in people’s fashion habits, with a growing demand for comfortable leisurewear as individuals began working, living, and playing from their homes. The emergence of the ‘work-from-home’ culture presented a unique opportunity for Jisora. We recognised that people wanted versatile clothing that could be worn not only at home but also for office meetings and evening outings. We understood that the future of fashion would revolve around the blend of comfort and style as a means to escape the monotony of everyday life.
Driven by this realisation, we focused on bringing out the best of the Indo-western wear. Our clothing lines feature the chicest and most fashionable designs crafted from the most comfortable materials, providing a perfect fusion of modern and traditional wear. Our collection includes sleepwear, loungewear, and resort wear, with a primary focus on delivering comfortable clothing that becomes an essential part of our customers’ lounging, work, and travel experiences.
Jisora was founded by four young siblings who shared a passion for fashion and business. Their collective skills and understanding of each other made them an unbeatable team. I am an artist and self-taught designer. I lead the production team and instil values of trust and honesty within the company. Mehul Sethi, as the technical and finance head, drives the operations and technology aspects of Jisora, always prioritising intelligent work and teamwork integrity. Kavya Sethi serves as the bridge between the company and the market, bringing enthusiasm, visionary thinking, and excellent interpersonal skills to handle HR, customer relationships, and business development. Lastly, Khushboo Sethi, a strong leader with a marketing background, guides the team forward with unwavering principles and ambitions, using her self-taught design skills to create remarkable attire.
The founders’ childhood experiences and deep-rooted passion for fashion and business, combined with their understanding of the market’s potential and the support they received from their family, led them to embark on their entrepreneurial journey. Jisora became a milestone they had to achieve, driven by their desire to create something of their own and fill the gap they saw in the market.
Overall, Jisora’s ‘aha’ moment during the pandemic, along with the collective passion and vision of its founders, propelled the brand forward, enabling it to offer fashionable, comfortable, and versatile clothing that resonates with customers’ evolving needs.
What are the future plans for Jisora?
Jisora has ambitious plans for the future. We aim to expand our presence in the offline retail market by establishing franchise stores across the country, enhancing the convenience of door-to-door service. Additionally, we recently introduced kidswear and intend to dominate that market as well. Furthermore, we are exploring the expansion of our product line to include menswear, leveraging our resources, design expertise, and market knowledge. Broadening our online presence and becoming a dominant player in the loungewear and western wear market is also a key goal for us.
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