Wednesday, 10 February 2016

A home grown fashion jewellery venture transforms to become a household name in Maharashtra

Case Study: Aadyaa Originals (


Aadyaa Originals is a fashion jewellery manufacturer based in Mumbai and Pune. Founded by Ms. Sayalee Marathe, it employs underprivileged women and trains them to make best in class hand-crafted fashion jewellery. Aadyaa has often styled renowned Marathi celebrities and has been a jewellery partner for Marathi movies too! Aadyaa offers its products via its website and mobile apps on Android and iOS, besides also having a jewellery studio in Pune.

Reasons for going online:

Sayalee was an IT implementation consultant and worked across the globe with powerhouses like Siemens, Capgemini, IBM and Deloitte. Always an entrepreneur at heart with a deep passion for jewellery making, she quit the lucrative corporate life and started Aadyaa Originals in her Mumbai apartment.

Aadyaa Originals used Facebook, Instagram and WhatsApp as primary channels to reach out to people and solicit business. It soon had a loyal customer base that saw the jewellery designs offered on social media and then expressed an interest to buy.

The decision to launch an online store with Shoptimize was primarily driven by the following - 
  • Purchasing the jewellery designs showcased on social media was often a very cumbersome process for the customer and required an online bank transfer to be done before the product could be shipped out
  • Neither did Aadyaa Originals have an efficient process for product cataloguing, inventory management, invoicing and shipment generation and tracking
  • As business complexities increased, it became difficult to manage, sustain and scale

The e-commerce journey:

Aadyaa Originals decided to work with Shoptimize to create a state of the art e-commerce website in terms of design and functionality to transform its small scale business into a more professional and formal e-commerce venture.

Shoptimize helped introduce differentiated features like an endless product scroll on the home page so that the users could explore the innumerable designs that Aadyaa had to offer. Other differentiators included a ‘Pay Now’ feature where users could ‘pre-book’ specific limited edition designs or pay for a custom creation made exclusively for a customer.

As sales volumes picked up, Aadyaa Originals decided to invest in marketing and branding. Along with Facebook based digital marketing, its association with Marathi films and celebrities provided a fillip for an exponential growth in sales!

Aadyaa Originals also decided to embark on an omni-channel sales strategy and setup a jewellery studio in Pune. This was done on similar lines as Firstcry, Lenskart and Pepperfry.

Now equipped with a firm grip on the overall business, time was ripe for the next logical step in e-commerce. Shoptimize helped launch the Aadyaa Originals mobile app on Android and iOS.

With all the nuts and bolts in place, Aadyaa Originals is now gearing up itself for the next growth phase by offering exciting new jewellery designs that will be offered to shoppers in India and abroad using state-of-the-art technology! This tiny venture that started with only a tranche of Rs. 50,000 as the seed capital and without any external financial support has now grown to become one of the reputed names in this space with the right set of technology partners!


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