Samir Vi­rani, It's Our Stu­dio

In­cepted in 2011, the brand It’s Our Stu­dio has has come a long way and carved its own po­si­tion­ing in the mar­ket as a brand that adds zing and quirk­i­ness to daily lives. Samir Vi­rani, CEO, It’s Our Stu­dio tells VM&RD about his brain-child.

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Could you first give a short brief about the brand?

It’s Our Stu­dio is about prod­ucts with a dif­fer­ence. They are sim­ple prod­ucts used in day to day life but de­signed such that they speak fun and quirk­i­ness. Lives to­day are quite mo­not­o­nous and such prod­ucts bring a smile on the face and take that one mo­ment off from the daily rut.

So tell us a lit­tle about the gen­e­sis of the brand?

I started it’s Our Stu­dio on the e-com­merce chan­nel in 2011. I felt the need for a good on­line store for fun,quirky and in­no­va­tive prod­ucts. E-com­merce is a tough mar­ket to get into but I be­lieved that it­sourstu­ could make a dif­fer­ence there. I wanted to cre­ate some­thing which has a long last­ing value and which I can be proud of. The idea trig­gered when i had got cus­tom­ized gifts for a few friends.

So what has been the growth graph of Its Our Stu­dio?

In 2011, we started with about 20 prod­ucts and in just a span of three years, we have crossed the 400 prod­ucts mark. These sta­tis­tics are them­selves proof of how well the brand is do­ing. Also, it is our on­line suc­cess that has urged me to dive into the brick and mor­tar stores and we re­cently opened our flag­ship store in Mum­bai.

Who is your tar­get au­di­ence?

We op­er­ate with the tagline ‘Some­thing for Ev­ery­one’. Since they are day-to-day prod­ucts, any­one from a 6 year old to a 60 year old is a cus­tomer for us.

What is your com­pe­ti­tion in the mar­ket? How does your brand set it­self apart?

There are lot of com­pa­nies sell­ing sim­i­lar prod­ucts, but very few have made their mark. Chum­bak and Hap­pily Un­mar­ried own­ers are friends of mine so I do not re­ally see them as a com­pe­ti­tion, but from the mar­ket point of view, they would be con­sid­ered so. At It’s Our Stu­dio we be­lieve in de­liv­er­ing qual­ity prod­ucts. It is just that virtue which has helped us come so far.

What other sec­tors does your brand op­er­ate in?

We do a lot of bulk or­ders for cor­po­rates. Also, since I have been in the en­ter­tain­ment in­dus­try for such a long time, I have good con­nec­tions there and we do a lot of work for them as well, like, brand mer­chan­dis­ing, pro­mo­tional prod­ucts, prod­uct con­cep­tu­al­iza­tion etc.

In the en­ter­tain­ment in­dus­try, what port­fo­lio do you have?

We have worked for films like Don 2, Jan­nat 2, Lon­don Paris New York, Dhoom, Gun­day and Shaadi Ke Side Ef­fects. The work pro­file would de­pend on their re­quire­ments. It is usu­ally film mer­chan­dis­ing and con­cep­tu­al­iz­ing press kits or mak­ing free­bies for pro­duc­tion houses.

Who de­signs your prod­ucts?

We have in-house de­sign­ers who do a lot of de­signs. We also im­port prod­ucts from Europe and Amer­ica. But all prod­ucts are hand-picked by me .

How im­por­tant is store de­sign in your opin­ion?

The de­sign of a store rep­re­sents the brand. What you are try­ing to por­tray to your cus­tomers has to be ev­i­dent from the de­sign. If it is a fun brand, vi­brant colours and graph­ics would be the store’s de­sign lan­guage. People have to know they are in the right place.

So can your tell us about the de­sign of your own store?

The store de­sign sets quite a happy mood. It com­ple­ments the prod­ucts on dis­play. It speaks a lan­guage our taget cus­tomer un­der­stands. Use of colours and graph­ics re­in­state the brand iden­tity. I have used blue, green and yel­low as the pri­mary colours. They are con­trast­ing colours and their shades used add the fun el­e­ment in the de­sign. Wooden tex­tures give the fin­ish­ing touches and bal­ance out the vi­brancy cre­ated by the colours and graph­ics.

Who has de­signed your store? What was your de­sign brief to the de­signer?

I was very clear on the kind of in­te­ri­ors I wanted. So I have not taken any pro­fes­sional help for the store de­sign. My prod­ucts speak fun and qual­ity. That is what gave me the lead for the store de­sign.

What are your ex­pan­sion plans?

We are work­ing on more stores across In­dia and by the end of this year we would have 1012 stores.

How do you pro­mote It’s Our Stu­dio?

We do on­line brand­ing, send out email­ers etc. We also have traf­fic pole kiosks as pro­mo­tional gim­micks. But, our max­i­mum pub­lic­ity hap­pens via word of mouth

Samir Vi­rani CEO, It's Our Stu­dio

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