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Tjori is a storehouse for a lot of good handicraft weaves, says Mansi Gupta

In the exclusive conversation with NewsX India A-List, Mansi Gupta, Founder & CEO, Tjori spoke about Tjori’s journey, its plans of expansion, the latest campaign, and much more.

Mansi Gupta, founder & CEO, Tjori, joined NewsX as part of its special series NewsX India A-List. In the exclusive conversation, she spoke about not just Tjori’s journey but also its plans of expansion and the latest campaign. Speaking about the brand Tjori and its journey till now, Mansi said, “Tjori has been a lifestyle brand for almost 7+ years now. The basic premise of the brand is to promote or to bring out the designs of India, in its entire lifestyle format not only fashion but also non-fashion in different categories. It is a storehouse for a lot of good handicraft weaves. The main aspiration is for a brand to come out of India, bring out the best of India and present it to the world.” 

Emphasising its ‘just-in-time’ business model, she said, “We primarily operate on a just-in-time method of delivery. In other relatable terms, you can also call it fast fashion, in which there is a lot of data involved in sales where we focus on what is selling more, eliminate those that are not selling well and do it fast. This is what we have always used. In an environment like nowadays, where you have likes of Myntra and Amazon whose delivery timelines are super short, we need to have a faster delivery as well. We primarily, as I earlier mentioned, use the just-in-time method of production with predictable inventory in stock.” 

When asked about plans of expansion, Mansi responded, “I think, this year, like the last two years have not gone as per plan for any brand. We have tried to stay agile and try to stay in business. Most of the money was spent on building more revenue and performance-based brand marketing. In the past year, brand marketing has become a huge interest for us as well. I think it is time for us to make a statement on who we are. People know us but it is a different thing for a brand to go out there and make a statement. It was due in 2020 but it did not happen due to the pandemic. But yes, we will do that next.” 

Talking about their latest campaign and what it is all about, she said, “The next big thing that is coming up is the Summer Festival. Nowadays, given the Covid situation, every occasion is different. The demands are unfulfilled because the crowd is small. People do not want to go and spend a lot of money on the apparel they are wearing. The campaigns are now designed keeping in mind, all of that. Rakhi is also the next big campaign for us, then the summer weddings.”

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