This former CA aspirant-turned-entrepreneur shares her journey with Myntra, and her plans for the festive season

When you meet Aditi Garg, the first thing you will notice is her passion for artificial jewellery. A driven startup founder, who is keen on taking her brand to the next level, she has her feet on the ground, and her eyes on the sky. In this edition of Masterstroke, Aditi shares her journey with Myntra and plans for the mega carnival event and the upcoming festive season.

“As much as customers look forward to the Big Fashion Festival, we also look forward to the mega carnival event. We have added so many new designs to the latest collection, especially under ethnic and heavy jewellery categories because the festive season calls for elaborate, eye-catching pieces,” she says.

Aditi mentions that during last year’s Big Fashion Festival (BFF), even with a limited catalogue, her brand did pretty well. “This year, we have about 900 SKUs, and of course our personal targets are a lot higher. We have invested four times the last year in our inventory. We are also focussing on marketing, coupons, etc. We are all looking forward to a great customer response from the mega event specifically and the festive season in general,” she says.

Adwitiya Collection

For Aditi, the idea of doing something on her own was always in the back of her mind. Since she comes from a family of jewellers, she had a natural affinity towards jewellery. She wanted to create something “which looks like gold and silver but is affordable for everyone”. And when she saw e-commerce spreading its roots in India back in 2011-12, she dived right in. Aditi started her business with an initial investment of Rs 17000, with a curated collection of jewels, she sold them within her circle, but could not achieve the desired results. However, she didn’t give up. In 2018, she went full throttle with the support of her husband. That was the year Adwitiya Collection decided to partner with Myntra and her sales and revenue went through the roof in just a year.

Aditi Garg Adwitiya Collection Myntra

Talking about the USP of Adwitiya Collection, Aditi says, “The differentiation lies in the combination of high-quality, 24-carat gold plated products at attractive price points. We are able to offer affordability because we are sourcing directly from artisans.”

Like every business, Adwitiya Collection also faced its share of challenges in the beginning. “Initially, we struggled on almost every front, be it material sourcing, market study, price bracket and quality research, or finding consumers for the product and taking the product to them, everything was a challenge in itself,” Aditi says.

With time, Aditi learnt to deal with these challenges. And with Myntra in the picture, the process was swift. Soon she began focussing on important elements like catalogue expansion, product quality, and affordability, research on trends, reach and marketing. “Myntra category managers supported us all the way. They told me which categories were doing well, which of my inventories I should stock up on, etc.”

Aditi also believes that Myntra has improved the customer satisfaction level for her brand. “When I go through my product reviews, it motivates me to keep going,” she says. “Today the brand has clocked a revenue of 4.5cr after selling on Myntra,” she adds.

When asked about her long-term goals, Aditi is quick to tell us that she has big plans. “I want to be the biggest seller on Myntra,” she says.

Myntra Big Fashion Festival has kicked off from the 3rd and will conclude on 10th October. Aditi is the most excited about her bangles, and beads jewellery collection. You can explore Adwitiya collection here.

Disclaimer: Myntra in this article refers to Myntra.com

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