4. Need gap you are fulfilling via 'Buttercups'?
99% women in India wear bad bras. This is because
the current brands don't offer sizes and styles suited
to the Indian body type.
We will have 60+ sizes in bras as opposed to
the 20-30 the current brands offer. We will have
styles that no one in India currently provides both in
Bras and panties. Our products a re manufactured
by veterans from Hong Kong, making the quality of
fits absolutely fantastic.
5. 'Wow' moments so far?
Being called the “bra Queen” of India
Being a winner at the ET Power of ideas 2010
Being A “Young Turk”. Our store in Hyderabad being
rated among the top 100 lingerie stores across the
world 2010.
6.
Challenges faced in entrepreneurial journey
so far?
Entrepreneurship is never easy. Every time you feel
you have dealt with one problem, another will arise.
That said, you have to be willing to constantly
change yourself tow suit circumstances and not get
overly emotional about things.
When my store started losing money, (high
rentals, high Selling prices and low volumes were
the reason), it was a tough time. I had put all my
savings into this project and it wasn't looking good. I
still haven't recovered from those losses but,
eventually I managed to get a grip, change the
model to an online one and hope to soon start
making profits as I launch my Buttercups label.
7. Initial response from family and friends?
I didn't care about what anyone thought and
neither did I let anyone have any thoughts. It was
something I believed in and wanted to do and I
pretty much went ahead and did so. My in laws, ex
husband and friends were extremely supportive of
my decision. In fact, I opened my first store in a
friends vintage bunglow. When he heard out my
idea, he offered me the space.
8. How did you initially market 'Buttercups'?
I come from an advertising background. (I ran my
own ad agency Quicksilver Advertising for over 10
years before Buttercups). So, we did a lot of Bill
boards, print ads and events and “tea evenings”.
In retrospect, I should have done then what I am
doing now – using word of mouth and social media
and doing workshops and relevant events, which is
working out well for me. Hindsight is a great teacher.
9. What does brand 'Buttercups' stand for?
Excellence and Innovation. Be it the product or the
service, we want to give the best. Whether it is
through our offering of 60+ sizes in bras or our
unique offering of bra fitting or creating an app to
find your right bra size, we have and will
continuously strive to be game changers in the
lingerie space.
10. Trends and hurdles in this domain (As per
your experience)
Trends:
a) More buyers.
b) Open-mindedness to try new brands and
products.
c) Look good, feel good factor a huge driving force
Hurdles:
a) Lack of Awareness. Women don't know what to
wear and who to ask
b) Lack of product variety
c) Brands not innovating enough
11. 3 things you look for in your prospective
employee?
Passion, enthusiasm and commitment. Everything
else can be taught. If these three key qualities are
missing, a person can never add value.
12. 3 Tips for aspiring entrepreneurs in this field.
a) It's going to be tough, but DON'T give up
b) Research, research, research - Learn constantly. It
helps in keeping up to date on what is happening in
our fast changing world.
c) Be ready to change with circumstances and time.
Don't get emotionally attached to the model, only to
the idea.
9