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Sunday, July 14, 2024

Meet the salesman who built Rs 46 crore apparel brand from Rs 50,000

Anuj Mundhra, who once worked a salesman, was among the earliest entrepreneurs to leverage the online marketplace. His apparel business Nandani Creation Ltd clocks a Rs 46 crore turnover.

Anuj Mundhra rose from modest beginnings as a salesperson in a saree boutique earning a meager monthly wage of Rs 1400 to developing a Rs 46 crore turnover clothing firm via hard effort and a never-say-die attitude in the face of adversity.

Anuj, creator of Jaipur-based Nandani Creation Ltd and promoter of the Jaipur Kurti brand, explains, “In my life, I have followed a code, which is either forget everything and flee, or face everything and rise.”

He selected the latter option and has always been a warrior. Anuj began working soon after finishing his Class 12 and then earned his B. Com from the Commerce College in Jaipur.

From 2001 to 2003, he worked at a saree store before joining a textile dealer in Jaipur.

Anuj made his first significant move in 2004, when he borrowed Rs 50,000 from his mother to establish a block and screen printing business.

After viewing the billboards of e-commerce portals Jabong and Snapdeal on a visit to Delhi eight years later, Anuj made the largest leap of faith in 2012, when India was taking its first steps in digital retailing, and bought his now popular domain jaipurkurti.com.

The plan was to offer women’s ethnic clothes online under the brand name Jaipur Kurti, and the strategy worked despite some early difficulties.

Anuj believes that because of the convenience and importance of internet shopping, Indians have become accustomed to it.  However, this was not the case in 2012, when people’s trust in internet purchases was extremely low. Jaipur Kurti is now ranked among the top women’s ethnic wear companies in the internet industry.

The majority of their sales are made through e-commerce sites like as Flipkart, Amazon, Myntra, Snapdeal, Nykaa, Ajio, Paytm, Tata Cliq, Meesho, Limeroad, and a tiny amount through their own portal. His young firm’s prosperity was accelerated by the first-mover advantage.

His proprietary enterprise, Nandani Creation, which began operations in 2004, was renamed Nandani Creation Private Limited in 2012, with Jaipur Kurti as a clothing brand.

The firm made a significant profit of Rs 59 lakh in its first fiscal year, 2012-2013. Anuj believes that the future of retail will be ‘bricks and clicks,’ thus the company’s approach is both online and offline.

Anuj is following his intuition once more and developing his offline company. He believes that offline retail will have a significant revival.

“We are currently expanding. We intend to build 100 company-operated or franchised outlets around the country by 2025 “Anuj adds

They are also attempting to lessen third-party reliance by decreasing the proportion of sales made through other e-commerce sites.

His family has been very engaged in his business. Dwarka Mundhra, his father, is in charge of the company’s finances.

“One of the biggest blows to my business happened in 2010, when I received a large order from a well-known retail chain. But the order was refused, and I was deeply in debt “Anuj concurs.

He had spent Rs 60-70 lakh on the clothing, but when the contract was cancelled, he was forced to sell them at a loss. In that single case, he lost millions of rupees.

He was also married to Vandana Luthra, a fashion designer, at the time.

When the firm was listed on e-commerce portals Jabong and Snapdeal, they began selling in-house created apparel online, which permanently transformed their fortunes.

The firm has grown to include a design studio and a production house, as well as a staff of skilled designers who work under Vandana’s supervision.

Women’s Kurtis, dresses, suit sets, kurta, palazzo, skirts, salwar suits, dupatta, tops, and pants are among the apparel items available in both modern and ethnic patterns.

Taking every chance, he began producing N95 masks under the trade name ‘Value Plus’ throughout the outbreak.

Though Nandani Creations was named after his niece Nandani, the name of his luxury apparel line ‘Amaiva’ was inspired by his daughter Amyra and wife Vandana.

This high-end brand will retail exclusively in their retail stores and website.

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