Juttis That Provoke Elegance
We’ve had a never-ending love affair with the Indian Jutti. Our initial years were spent in the heart of Punjab, and we always adored the Juttis our mother used to buy from the streets of Amritsar.
In December 2014, Neha was about to get married. It was the first wedding in our family, so we were naturally very excited about the preparations. As everyone knows, the Big Indian Wedding is all about grandeur, and clothes play a huge role in that.
Naturally inclined towards designing and dressmaking right from childhood, the three of us then created and designed all our outfits from scratch, and brought our sister’s dream wedding outfit to life.
When we received innumerable compliments throughout the wedding for our clothes and shoes, that’s when it hit us: First, we absolutely loved and enjoyed designing the clothes and Juttis all on our own, and, second, there’s a huge, vacant market in Bangalore and other South Indian cities for quality designer ethnic wear which is also affordable. We went about doing our research and in July 2015, Pastels & Pop debuted with its first ever Jutti collection.
many amazing women sport our designs. It is truly humbling to be a part of such a vibrant community which loves and respects the Great Indian Jutti.
Product portfolio Our flagship product is the Pastels and Pop handcrafted Jutti. We had 10 designs when we launched, and now the catalog has grown to 120 unique designs, which covers a wide range of target audiences and design styles. We have juttis for every occasion - work, party or weddings. In 2017, we also launched kids juttis and our first clothing collection.
Brand’s retail presence When we started off, we were taking orders over Whatsapp or email. We launched our online store in Jan 2016 and since then we have received as much love and appreciation from women all over the world. Along with our online store www. pastelsandpop.com, we now also retail at Aashni and Co, Pernias Pop Up Shop, Trendroots, Collage Shop(bangalore) and Amethyst(chennai). New markets and trend While we are enjoying the love and appreciation from women all over the world, we get so many messages from men who are in the market for authentic Mojris over and above the generic designs that you find everywhere. We are planning something exciting to explore this space.
In five years Our immediate goal is to become the leading label for handcrafted designer Juttis for women, kids, and men. Also, in parallel, our team is also working on increasing our foothold, particularly opening stores across the country.
The footwear market When we launched Pastels and Pop more than 3 years ago, all our products were warmly embraced by our clientele, many of whom were buying their first pair of Juttis. And 3 years on, we see that there are still many people across the country who are unaware of this versatile footwear.
Like in any other industry, we feel that the key to succeed in this business is to ensure a genuinely heartwarming customer experience, while also keeping them hooked with innovative designs that is in line with the company’s ethos.
How would you define the brand’s DNA, and how different is it from some of the major Swiss brands?
Luminox is a brand for adventure loving individuals who are very serious about the passion they pursue. It is a professional watch for sports like diving, skiing, trekking, mountaineering, motorcycling, spartan challenge and other sports, which requires rugged construction that can be used in demanding situations. The uniqueness about Luminox is the Light Technology that allows it to have a constant visibility in darkness for upto 25 years. This is because Luminox uses tubes filled with tritium gas that is self - combusting and therefore does not depend on external power sources to emit light.
Highlight some of the factors that motivated you to enter the Indian market.
The Indian consumer is moving towards adventure sports and their choice of good watches is limited. Certainly no existing brand has the night vision capability of Luminox. It is the best in class.
Give us an overview of the product portfolio you have launched in India, and which of them are the top performers?
The product portfolio consists of entry level quartz timepieces that have basic functions and move to the more advanced diver series that can withstand pressure upto with 300 mtr depth.
What are some of the challenges a brand like Luminox encounters in India?
The biggest challenge is to communicate the difference between supernova glowing materials and the Luminox Light Technology. If this is understood, consumers are convinced about the distinct advantages this brand offers.
Give us an overview of the Indian watch market, and how much growth do you expect?
India is a huge market and with the excellent opportunities it provides to young and dynamic people, the market is growing year on year. It’s difficult to estimate the size in real numbers since the reference points are constantly changing and so are the consumer preferences. Brands need to work towards continuously remaining relevant. For this they need to review designs and target audience.
Kindly discuss brand’s retail strategy for India, does it have any plan to launch a standalone outlet?
The retail strategy will be to reach out to young adventure loving people in all age groups - male and female. It could certainly have a stand alone store after a few years.
What measures would you like to see to overcome some of the challenges in the Indian market?
Challenges are part of brand building so brands have to assess the challenge and take measures to counter them. This is an ongoing process that brand managers have accepted. But this is a reactive process and likely to cause a lot of internal turmoil. The only way to overcome this is to actually “be the change” thereby creating the challenge. That is what Luminox is doing in India.
What’s the brand’s growth projection for the next 5 years?
The brand will double its sales year on year for the next 5 years.