For a brand to survive in online retail it has a to have a strong USP and and market presence. Enah describes itself as a ethical fashion and lifestyle online brand from India, targetted for the Indian youth.
The Mumbai based apparel brand was already available on other e-tail websites like Flipkart, Koovs, Myntra, Shopo, Jabong etc since Feb 2012 but officially launched its website in Oct last year.
Enah claims to be an eco-friendly product brand by the way it is manufactured, designed and packaged.
Currently Enah just has women’s apparel as a category but it plans to diversify for Men’s, Kids, Maternity wear, fashion and accessories, organic beauty and food products and home decor and furnishings. It has recently launched a ‘Custom Fit’ initiative where customers can provide their measurements and get garments custom made. They currently have more than 500 products. Product value ranges from Rs. 599 to 2499 and average basket size is Rs. 1000.
The retail (Ace Lifestyles e-Retail Pvt. Ltd.) and manufacturing arms (Aikya Clothing Co.) are sister organisation of Enah. This enables the brand to have a back-to-back ordering arrangement and optimise warehousing costs as no inventory needs to be maintained. They are associated with Quantium Solutions and Velocity Express for their logistic services.
They have invested heavily in marketing like Google and Yahoo display ads, optimized keyword ad campaigns and SEO campaigns. Their presence on Facebook has garnered more than 28,000 likes.
“Working capital is a major crunch at this stage” says Neha Shah, Founder and designer of Enah. Enah has already raised an undisclosed amount of angel investment from G.P Deshpande and are in talks with VC’ and Angels for further funds. They are hoping for an amount close to $5 M USD to invest in scaling.
Neha says single brand sites like Zovi, Donebynone, Freecultr are potential competitors. ENAH’s unique brand identity and designer products are the USP. She believes ethical fashion being an unexplored concept in India also provides the brand with immense scope in the Indian market.
Enah is looking to capitalize on late entry enabled market learnings, aggressive market acquisition & ROI, optimizing management, admin and logistics.