Fashion For Urban Women

This e-commerce start-up took off in 2015 in the fiercely competitive women’s fashion and lifestyle market segment. Soon the enterprise, seed funded by a marquee VC firm, decided to scale up its operations and go-to- market strategy. That’s when we stepped in with the twin objective of crafting an effective lead generation strategy and building the brand as part of its core management team. In just a few months thereafter we succeeded in rolling out an integrated marketing plan, spanning the offline and online spaces and oriented to the two core objectives-- brand building and lead generation.

Since the enterprise catered exclusively to the Bangalore market, we opted for radio as our primary brand-building platform, to create awareness and generate sales. This strategy resulted in a manifold jump in revenues and traffic to the website. Alongside, we unleashed the power of social media for creating mass awareness and building customer relations with a highly engaging presence across platforms including Facebook, Instagram and Pinterest. The focus was to strengthen brand engagement through interactive features like contests and by building communities. This strategy saw the brand breaching the boundaries of Bangalore and garnering demand from across the country.

The start-up was eventually acquired by a UK-based firm in early 2016 but by then the ESL brand had already captured mind shares all across India.

Shayak Sen (Co-Founder, ESL) says “Working with Vineet was a great experience. He developed result-oriented marketing strategies and then helped us execute them with top-notch professionals. He worked as a part of our organization and meticulously took care of all details from ‘our’ point of view. Our first few campaigns were all about getting the maximum bang from minimum budgets, which he achieved with a smart mix of different mediums. His years of experience helped us negotiate the best rates, the best creatives and the best spots across all media. As a result, we were successful in creating a great brand recall at a very reasonable price. He is perfect for any growing organization looking for someone to lay a solid marketing foundation.”