Brand of Youthful Spirit
According to Parimal Mehhta, Horra is here to redefine the concept of luxury. He believes that luxury is not about the price tag, but it is about the ‘ feel-good’ experience that the brand delivers. Horra Luxury’s Founder and Director told S&A, Horra is uniquely and luxuriously trendy – it moves with the time but keeps its core design ethos strong.
Horra is here to redefine the concept of luxury. We believe that luxury is not about the price tag, but it is about the ‘ feel-good’ experience that our brand delivers. Our products are premium in quality yet very accessible and functional. Our products deliver the value, which a customer demands and pays for.
In the market
We are for the aspirational youth.“horra embodies a youthful spirit that’s uniquely trendy.”
Horra is a youth – oriented brand. The brand is always there wherever the millenials are. It is uniquely and luxuriously trendy – it moves with the time but keeps its core design ethos strong.
Luxurious and youthful.
We offer watches, bags and wallets currently. We have the aim to grow the brand into a big lifestyle brand in footwear and apparel.
All our promotional and branding efforts are directed straight to the consumers. We are heavy on digital and social media promotions. We collaborate with celebrities and influencers and we partake in big fashion shows, which we feel increases the brand’s value. Consequently, we run local marketing exercises where our retail presence is. In short, we run both national and local campaigns to build the brand and support sales growth.
Our target market: ▶ ▶ Primary: 18 to 24, a college student, upbeat, playful, aspirational, willing to experiment, thrives in social media, need for identity and role model. ▶ ▶ Secondary: 25 to 35, a young professional, ambitious, a risk-taker, unafraid, indulges in many passions, optimistic, owns the moment and experiences life to the fullest (worklife balance), tech-savvy, mobile and connected. Geographically, they are in Tier 1 and Tier 2 cities; Particularly in Mumbai, Pune, Ahmedabad and Baroda.
Till date we are concentrated on the Western region. But slowly, we are starting to gain traction in other states too. We will soon be present in North, East and South regions. Soon, we are opening our first retail outlet in Chandigarh.
Being a fresh brand is a challenge in itself. Yet, we feel the market is big enough for a brand like us. We genuinely feel that there’s a gap that we are fulfilling.
The fashion accessories segment is expected to grow at a double-digit rate in the next five years. This is fanned by the increase in income of the working middle class, an evolving preference in fashion, thanks to social media and ecommerce. Horra will continue to be present in both ecommerce and retail, and will continue to evolve with the consumer.