Making it unique

Oindrilla Dasgupta, set up Eat. Shop. Love., an online forum where women can snap up curated collections of apparel, jewellery and more

January 27, 2015 08:54 pm | Updated 08:54 pm IST

Oindrilla Dasgupta

Oindrilla Dasgupta

Any young, fashionable girl would swear by an app like Pinterest. After all, that’s the kind of stuff dreams are made of.

The same is true of 27-year-old brand entrepreneur and mother, Oindrilla Dasgupta, who set up Eat. Shop. Love., an online forum where women can snap up curated collections of apparel, jewellery, soaps, and chocolates, among other products.

“I had a Pinterest collection of dresses which I loved and it saw a huge fan following. I love curating unique dresses that help the wearer make a statement. These dresses stood for the independent, strong woman. While the dresses were classy, inimitable, and of good quality, I had to find a way to make them available at an affordable price for the Indian buyer, and that’s how ESL came into being,” Oindrilla narrates.

Having worked as a brand strategist with a digital agency before, creativity is something that comes to her quite easily.

She explains: “I was planning my second baby and a break during which time I would study the market and do a lot of competitive analysis of online brands. That’s when I came across this huge gap between niche and pricey versus affordable and average fashion for women. I wanted to bridge this gap with my venture.”

Stating that the uniqueness of the brand lies in the fact that ESL offers “unique curated collections, affordable pricing and an enriching customer experience,” Oindrilla adds: “Starting from the time customers place an order to the point when they receive it, we work to make it a seamless and personalised experience for shoppers.”

From completing her studies at IIM to running a family of three, and expecting another baby in a few months, “Setting up shop has taken a lot of hard work and an equal amount of risk,” the founder says. “We work hard for quality service, product, and experience. Holding onto that with a razor sharp focus is always the greatest challenge as well as the greatest joy.”

Currently, women can shop for apparel and other lifestyle items on www.eatshoplove.in. The price of products fall within the range of Rs. 199 to Rs. 1299.

Constantly on the go, either churning up ideas or creating campaigns for her eclectic collections, this young entrepreneur informs: “We are launching sweet treats on our site in February and have plans of starting multiple collections suiting different occasions. Also, we’re working towards bringing in a few exclusive designer lines. We also plan to introduce our Eat and Love sections this quarter.”

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