ONLINE : NOT YET … WHY ? |
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Less margins : Less margins is definitely a challenge in overall online segment . Exporters working for various platform labels are of the view that local sourcing staff , besides overall price pressure and very high number of suppliers , are some of the reasons of less margin specially compared to export . Some manufacturers shared that few wellknown platforms ask for 30 to 40 per cent commission to sell their brand / label which is too much and not viable . To offer product with such high percentage in commission , one has to play with the product ’ s quality which will again spoil the business . Some exporters do share that even payment terms were not clear by some of the websites and they have a complicated MoU . Most of the websites prefer to work with small vendors only .
Fair balance between export and domestic stores : Many exporters that are having excess capacity , insist that a balance between export and domestic stores , rather than working for online is better as they are not used to this business model and don ’ t see any benefit , at least for the next few years . Their prime concern is that machines should not stop working with domestic stores which is a better option compared to Online stores .
Niche collection ; different teams : As most of the exporters are doing value-added garments , which are of high price too , it is not viable to keep enough stock of these garments . Also , it is difficult for these exporters to have extra or different staff for PD and managing overall activities for online . They do not want to mix it up with their existing team . Some exporters shared that they will prefer having their own website so that they can get proper feedback also .
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some platforms pay monthly . Issue of payment in the case of individual brands is little complicated to manage as ‘ returns ’ come in even after a month and despite having systems in place , it is a little challenging .
Some concerns …
Some of the manufacturers are of the opinion that selling own brands through these portals is not difficult if someone is having strong control over PD , proper quality , reasonable price and knowhow of social media and digital marketing . With good design , perfect quality and proper delivery , chances of return remain less . If the product is of good quality , and has proper fitting , and yet despite all this it is returned , then there are enough chances that it will be bought by another customer . “ Return is not a big issue as we take care of all aspects before dispatch . Whatever returns are there , are being reduced , now ,” says Satish Bansal , MD , Sriyansh Knitters , Ludhiana , having his brand ‘ TSAVO ’. But Satish has a
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TAP FOR ONLINE PRESENCE …
• Myntra
• Jabong
• Flipkart
• Amazon
• Snapdeal
• Ajio
• Voonik
• Limeroad
• Paytm
• Koovs
• Firstcry
• Tatacliq
• Faballey
• stalkbuylove
• Rediff
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different issue , as he mainly offers winterwear , so visibility is less . “ We are doing business through Flipkart , Amazon and Snapdeal from last 2-3 years but still order quantities have not picked up . Overall process is very timeconsuming . We are trying to grow but so far this segment is negligible for us ,” he added . But few exporters doing their own brand / label are of the view that it is very challenging , as apart from courier charges , cost of finishing the returned garment is another issue . Sometimes , the returned garment is damaged also .
Successful ventures …
Despite all challenges , some good examples are also there , like women clothing brand ‘ Eves Pret A Porter ’. Ankit Aggarwal , Director , Eves Fashion , Delhi who joined his family business of garment exports is now successfully running his own initiative Eves Pret A Porter , available on all leading platforms and doing reasonably well . It can be a good example of an exporter selling his brand online . “ Without much promotion , we are selling 300
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