The last time we talked, Nilisha Bhimani was just venturing into the world of e-business with the launch of her online fashion shopping portal, stayfabulous.in.
The 28-year-old has since taken bigger strides, as her trunk shows have been a big hit. Not only has she flourished online, but was also selected by the Asia Retail Congress as one of 25 most influential professionals in e-commerce in India.
“I never thought a small entrepreneur like me would get this award, when there were big players such as Amazon and Flipkart. I was invited for a panel discussion and I said ‘yes’ to that because I thought sharing my experiences with other entrepreneurs would widen my knowledge. But, the award was least expected.” She is the only person from Coimbatore to have received this award.
In the last one year, her site’s brand value has improved and now people are familiar with stayfabulous.in. “There is a lot of buzz about it. But, I don’t want to rush anything. I do not want to be one of those start-ups that begin big and fizzle out. I think frugality is something that every entrepreneur must embrace. I’m not against luxury at all. In fact, we all work hard so that we can enjoy the good life. But when you adopt a flashy lifestyle, your expenses are gone even before your income is. So, cut your suit according to your cloth.”
The good thing about the online business is that there are no overhead charges such as rentals.
“But, on the flip side, is the marketing aspect — how to sell. It’s a long-term balancing act. But, the biggest advantage of the online business is that you can reach out to anyone in any part of the world.”
E-commerce in India has grown in the last two to three years. “By 2020, India will be definitely one of the top three countries. But, in a country of a billion people, only 0.9 per cent of people shop online. I will never underestimate the power of offline events like trunk shows and pop-up events.
Even though I have many working women who shop online, I have had clients who identify their favourites in my website and come to my trunk shows to buy them. People are less doubtful when they see the stuff for themselves.”
During her trunk shows, Nilisha makes it a point to offer the customers a personalised marketing experience. “I do not sit in one corner and let people buy my stuff. I try to offer style tips and customise an overall look for them like for a Sunday brunch or a cocktail party.
And, I never try to breathe down their necks. I want to make the show a personal space where I can build a connection with my clients.”
Even though her site is predominantly about Western outfits, Nilisha takes care to cater to the body type of the Indian woman. “We use stretchable materials such as lycra and offer free-size outfits, expandable waist lines, etc. I try to make the wardrobe as inclusive as I can.”
Fashion in tier-two and tier-three cities is shifting. The customers are aware of the latest fashion trends, thanks to the Internet.
“Cities such as Mysore, Mangalore and Coimbatore surprise me with their sartorial choices. For my latest trunk show in Chennai, I showcased tribal jewellery, which had a lot of takers. They are looking for value in their money. And, they are clued in to the latest trends, what are celebrities wearing, etc.”
Nilisha keeps herself updated on the latest fashion trends with Instagram and Pintrest. “Social media plays a huge role in fashion business. Images speak more powerfully than words.”
Nilisha’s free hours are spent on binge-watching Netflix series and travelling with her husband. “I’m quite a private person and love spending time with my family. My husband and I plan holidays whenever we can. And meditation helps me take each day as a new possibility to set things right. That’s something I’ve learned from my parents who came up the very hard way.”
She refuses to believe that business is a man’s forte. “There are a number of women who run very successful small-scale businesses from the comfort of their homes. My mother is an entrepreneur and my biggest inspiration. I think the biggest advantage we have is the ability to multi-task.”
