Kavya (18), Mehul (19), Tushar (20) and Khushboo (24) Sethi I come from an entrepreneurial family based in Jaipur who have been in the garment industry for over 35 years. Since childhood, the siblings were drawn into the family business and it was a natural progression into entrepreneurship when the pandemic hit and the concept of “work from home” clothing became cool.
“As the pandemic raged on, we realized that shopping for comfortable clothes was the most common change in people’s fashion habits over the last year and a half. People want their pieces to be versatile because they might want to wear them at home, dress them up or dress them however they want,” says Khushboo.
The siblings saw a gap in today’s market – a market where the choice of clothing available to women was either fashionable western clothing or traditional ethnic clothing. There were few things that brought the two worlds together. To fill the gap in the current market, they launched Jisora in late 2020.
Kavya is the channel between the company and its market and manages HR, customer relations and business development. Tushar, a self-taught artist and designer, leads the production team. Mehul is the company’s technical and financial manager. Besides leading the marketing team, Khushboo is also a self-taught designer.
Elaborating on the pain point behind Jisora, Khushboo says, “We understood that fashion during the pandemic had become a means of escaping boredom and meant a mix of comfort and style. Everyone believes that nothing can replace the pencil skirt or shirt for the most appropriate and professional office look. Jisora’s goal is to provide clothes that can be perfect for your office meetings, relaxing and evening parties.
“We use pure cotton fabric because we’ve observed women choosing cotton ensembles instead of feeling claustrophobic in dresses that look good but don’t offer much comfort. And choosing natural fabrics like cotton becomes essential as problems like sweating, itching and rashes become more widespread in synthetic materials,” she says.
The Jisor’a collection includes sleepwear, loungewear and resort wear.
With customers looking for a variety of clothes, Jisora launches somewhere between 4 and 50 new designs every month. With its average price range around Rs 1,000, it aims to be in the affordable category.
Comfortable and affordable
“We have something for everyone in our target market, from a four-year-old girl to a 60-year-old woman. We manufacture products from XS to 6XL. We try to understand the need of the moment, which is comfort and style. Jisora is a Marwari word meaning satisfaction, and it has always been at the heart of our brand,” says Khushboo.
Clothing startup D2C has an in-house manufacturing unit with a design studio and a production house with a team of expert designers. It has a manufacturing capacity of about 50,000 pieces per month and a storage capacity of about 200,000 pieces.
The brand’s target market is global. Up to 90% of its orders come from India, but the founders plan to expand their global reach. Apart from its own website, Jisora is available on Shopify, Myntra, Amazon, Nyka, Ajio, Flipkart. etc It delivered over a million customers in one year.
The founders initially invested Rs 25 lakh in the brand and claim to have achieved a turnover of Rs 12 crore in one year and a customer retention rate of almost 40%.
“We plan to expand and grow our footprint in the offline retail market. Our goal is also to open franchise stores across the country. We recently launched a children’s clothing line and plan to dominate this market as well. We will be launching a menswear line soon,” says Khushboo.