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Many Indian fashion ecommerce businesses are eyeing the valuation game; we won’t: Ishita Swarup

“A lot of businesses in the field of fashion ecommerce in
India are playing the game of valuation, which is obviously short term. In our
case, we are going to take the long term route, even though it takes us time,” Ishita
Swarup, CEO, 99Labels.com told AlooTechie while discussing about the company’s
plans going forward post their $3.5 million fundraise from Info Edge.

“A lot of businesses in the field of fashion ecommerce in
India are playing the game of valuation, which is obviously short term. In our
case, we are going to take the long term route, even though it takes us time,” Ishita
Swarup, CEO, 99Labels.com told AlooTechie while discussing about the company’s
plans going forward post their $3.5 million fundraise from Info Edge.

Swarup further said that spending money cautiously and
intelligently is where the long term game lies. The company is now planning to launch
marketing campaigns and also introduce international labels sourced from UK and
USA in India. 99Lables will start its marketing exercise on digital with the maximum
share of the pie going to social media. Later it might also launch offline
media promotions.

Speaking about the current structure fashion ecommerce
business in India, Ishita Swarup observed that unlike books or any other
categories, the margins are very high in fashion and that is why there are a
lot of players in this segment. “However we are happy that there are more
players because if we sell ‘x’ amount of merchandise, then collectively we sell
‘10x’ amount and that is helping the industry grow,” Swarup added.

Though Ishita Swarup didn’t divulge their
expected revenues this fiscal, she said that they are growing at a rate of 20
to 30 per cent month on month. Presently, the company is shipping around 300 to
600 orders per day and has around 500,000 registered users.

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