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Launched in 2018, Raisin is a contemporary fusion fashion brand that aims to offer women clothing that is the perfect mix of comfort and style and makes them feel confident as well as comfortable in their own skin. Vikash and Vishal Pacheriwal, Founders of Raisin, share how the brand has deployed a phygital strategy to reach out to more consumers across India and its growth story where it is now available at 280+ stores across India in a span of just 3 years.
How did Raisin come into existence to the current day when it has around 280+ nationwide stores?
Raisin was established in 2018. We had around 30 years of experience in the textile industry, and therefore, it was a venture with the idea of starting an ethnic contemporarywear brand for women but not compromising on comfort. It started as a self-financed brand directed towards manufacturing ethnic yet modernised clothing that provides the modern-day women the comfort they seek in traditional ethnicwear. A Direct-2-Consumer (D2C) company in Surat was a very new idea when we envisioned Raisin. The strategies and sincere dedication towards a goal drove the company to touch newer heights each year. Raisin today has 2.4 lakh happy customers with 280+ stores in a span of 3 years.
Parvati Fabrics limited, the parent company of Raisin, has always had very strong retail and sales channels. Thus, Raisin got the advantage of the trust that Parvati had. Our experience in fabrics industry for over 30 years has also given us a lot of advantage over the others.?
What was the inspiration behind founding the brand and the struggles faced later on?
We wanted to reach directly to the consumers, so we manufacture all the garments ourselves. This made us fill the gap and give the right quality products at the right price. The struggles were the same as faced by any other new business. It requires a brand its own sweet time to set its foot in the market.
What is the success mantra of Raisin?
Right price of the right fabric at the right time is our success mantra.
What is the USP of your products?
Raisin has been a brand which has always stood for the quality of fabrics to provide comfortable clothing. Our USP definitely would be our excellent quality fabric. Other than this, our customers have always appreciated the fact that our products have always been fairly priced.
Raisin is a D2C brand. The D2C segment always assures customers that they will get the right products at the right price. We at Raisin believe in the quid pro quo wherein the customers are not charged immoderately. We as a brand have always relied on the reviews of our customers and hence have always provided in-trend clothing items to them.?
How has the brand grown in the past 3 years?
Raisin started off as a contemporary ethnic clothing line for modern day working women. Through the course of time, we have also started our very own jewellery line. Talking about the retail presence, to date, we have 220+ physical stores and MBOs and 5+ EBOs all over the country.
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