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Shopnineteen – The Girl Thing is a new e-retail venture by Kansin Group, a premium exporter of garments and leather products from the last 30 years catering primarily to European Markets. With an in-house design, manufacturing and E-commerce team, they strive every minute to make a mark in product supremacy and customer experience. The founding team of Shopnineteen has almost a decade long experience in Indian retail with tremendous exposure to supply of global fabrics, trims and accessories. Recently we got a chance to talk to Gobind Singh Pahwa, Founder & Vice-Chairman, Here is what he has to say.

What is Shopnineteen and what need is it catering to?
Nineteen, is a young women's fashion brand offering an array of fashion products for a  girl looking for fun, fashion and affordability. With categories such as apparels, jewelry, bags, shoes, belts and other accessories; we have a style solution for girl’s everyday needs.

Does it belong to any particular group?
Shopnineteen is a new e-retail venture by Kansin Group, a premium exporter of garments and leather products from the last 30 years catering primarily to European Markets.

How are you competing with other internet retailers?
The market is too big for a healthy competition right now. There would be just 4-5 players in private label business right now. Having said that we are making sure to lead the market with our innovative fashionable products and unmatchable service at sweet prices.

What target have you set up in mind for Shopnineteen?
We focus on increasing the revenues and margins by increasing the repeat visitors and driving more and more on organic traffic coming from Google search, word of mouth, social handles and of course working extremely hard on retaining customers coming from paid traffic as well. Also, we wish to add a lot more categories to induce repeat buying as well as selling products that are not easily accessible in offline as well as online market.

Did you receive any angel funding or running by your own money? Are you looking for any funding?
We are self-funded right now.

What are your key selling points?
  • Products created after 4 months design research of global trends and forecasts
  • In-House manufacturing
  • 5 stage rigorous quality checking
  • 100% Dispatches (not deliveries) within 24 hrs of order confirmation
  • Share your wishlist with your friends to get second opinions
  • New collection in every 15 days  

What is your marketing strategy?
We aim to become the biggest fashion brand available for online women in next 2 yrs time. We are not taking a contemporary route of discounting the brand to generate sales. We are looking at a much bigger horizon to build this as a brand that survives on innovation so that people are able to recall us in the same way and not for discounted merchandise. That’s the biggest and at the same time most exciting challenge for our marketing team.  To do this, we do a lot of story-telling related to the TG so that we build a strong relationship and confidence in us. Check out our Facebook.

How many customers visit/buy from Shopnineteen?
We are growing by 200% every month in terms of visitors and transactions.

What is the overall strategy going forward?
We want to offer our customers an exceptional virtual shopping experience which is easy and has a lasting impression, so that they keep coming back. We focus on giving them value for money every step of the way. Our aim in the next two years is to expand our product portfolio and become India’s biggest women’s wear fashion brand in the e-commerce domain

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