For those of you who don’t know me, my name is Sanskriti Khanna and I head content and marketing for ZeroKaata.
I have been associated with ZeroKaata for 3 years now.
I’ve been there for every big achievement and every downfall that we experienced as an organization and it gives me immense pleasure to tell you that when most of the brands had to stop their operations due to the pandemic, we were able to take ZeroKaata to a next level.
We launched a new label-Secrets By ZeroKaata.
Honestly, it wasn’t easy and it wouldn’t have been possible if it wasn’t for the strong vision and confident leadership provided by our Founder & CEO, Gaurav Gambhir.
With his corporate experience of 10+ years and a strong mindset, he was able to guide our team to evolve the idea of starting a new brand from the initial thought through the various stages of innovation and execution.
While working on this project, we had amazing experiences that not only helped the brand to launch a new label but also opened up a lot of learning opportunities for every department.
So, today, I’m going to walk you through the journey of starting a new label.
I am going to cover everything from the conceptualization to the research work and execution of the brand.
Before you dig deep into the article, here’s a gist of what exactly is this new brand all about!
About The Brand
Our newest venture “Secrets By ZeroKaata” is a lingerie brand.
By providing an exclusive range that is not only high-on-style but also high-on-comfort, it caters to every woman’s lingerie needs who wants to feel sensuous, active or just comfortable in her day-to-day tasks.
Our range includes everything from casual bras and briefs to sportswear lingerie, bralettes, barbie & baby dolls, shapewear and bra styles for older women who want nothing but comfort.
The Conceptualization Phase
How did it start? How did we go from being a jewellery brand to creating a lingerie label?
Our vision goes beyond Revenue and Profit.
We want to create an experience that is unmatched and unprecedented and I feel proud to say that we’ve been to make and maintain a loyal bond with our customers by putting forward an experience they’d never forget.
After setting up our roots in the jewellery segment, we realized that it was time for us to venture into a new fashion segment and that’s when the idea of starting a lingerie label kicked in.
The Research Phase
Thorough research is the magic bean for a successful business. No matter how good a business idea is, without the well-structured research, it won’t deliver the expected results.
Therefore, after the conceptualization, our research team started with the research work. From segment study to market visits, competition analysis, monetary planning, supply chain analysis, stocking inventory and whatnot, our team catered to every possible aspect of establishing a new lingerie brand.
The research team was headed by Gaurav himself.
Sharing his experience, Gaurav says “as easy as it seems, the research phase is the most difficult part of creating a new brand. In the initial stages of conceptualization and validation, I personally faced a lot of challenges as this is 100% women oriented intimate category. The challenges that I had to face for this category were completely different from the ones I took upon when I first launched a jewellery brand. Understanding the jewellery category was easier than the lingerie but with God’s grace and my team’s support, I was able to define a path that led us to where we are today.”
The Execution Phase
Once our research team had numbers in hand, our supply chain team started their work. The aim was to invest in quality, exclusivity, style and comfort.
After putting in days and nights for almost 2-3 months, we were able to curate a collection offering trendy designs that are high on comfort and have premium quality.
Once we had stocked the inventory with us, with the help of our operations and content team, we were able to launch the brand on Myntra on 12th November 2020.
After almost 2 months, we have now launched “Secrets By ZeroKaata” on Nykaa too.
So, if you haven’t checked it out yet, go to Myntra and Nykaa and have a look right away!
Going ahead, the goal of the brand is to be one-stop-shop for lingerie, offering the exclusivity and comfort to women via our premium quality products.
Our business development team has been working diligently to grow the brand by leaps and bounds via establishing and eventually dominating the marketplace presence.