The Wisdom Wall

“will somebody pay premium for it because it costs more to get to be sustainable? The answer is almost always no. If the answer to that is no, there's no economic model. So I think should one do it and be responsible? The answer is yes. Is it a selling factor for a customer to be able to pay more? My, my current sense…”

“I think from the zero to 20 crores, if you can keep an 80 20%, where 80% is e-commerce platforms, and 20% is DTC, it's a great mix. Because then you have enough consumer data, but you also have reach, right, that you can actually get to.”

“If you focus a hundred percent on DTC, for example, I think you can represent the brand, but you'll end up bleeding money, which means by the way, you'll have to raise money much sooner.”

“Myntra values freshness. Fresh stock. So new styles coming on all the time. Therefore, if you want to make Myntra your primary platform, you basically have to introduce more frequent drops and you have to get tagged to what's new.”

“A hundred and above to 500, you have to figure out how to make offline work, which is a different skill set for a lot of people who have started it this way. You have to figure out and really make sure that the product goes from push to pull.”

“That percent from 20 to a hundred, maybe call it fifty-fifty performance and organic. Hundred plus that performance based sales should come down to 30%. Because if it doesn't, 30, 40%, it doesn't, it just, the cost of it keeps going up and up and up and up and up, right? In the Amazons of the world.”

“If you asked me three, four years ago, I would say most of the big players were not digitally very good. So you could actually still create some scale online and then figure out a way to see if that was enough. I don't think that's true anymore. I think all of them are now quite good digitally. And so I would certainly…”

“In general, online values width more than depth. The reason is purely algorithmic. What happens is you have 600,000 SKUs in a Myntra. Number of SKUs that are tagged to a same brand name is one weightage in an algorithm that basically then says you're a large brand, and therefore you get automatically more visibility,…”

“is it possible to use machine learning to reduce inventory and reduce wastage? The answer is absolutely. And I think it's, it's differentiated enough that if you build this as a, as a real capability, you know, you get two, three, four percentage points more. That I think makes, or, or profits that makes a big…”

“I would not do it. I mean, I would not do it. You go offline.”

“And that's a very good way to sort of figure out where are the null sets. So what people look for is where are people searching and not finding anything? And that's what you start launching, right?”

“if you start something new, my sense is, I think, being a shark in a pond, Is always better than doing something else. I don't know whether that's distribution or a niche, right? If you want to launch an ethnic, I wouldn't go against the big guys.”

“In the online world, the first six swipes on a mobile phone are the only thing that matter. After that, by the way, your attention span, you know, you never get reach, right?”

“Amazon values consumer reviews and ratings. Yeah. So getting the first hundred reviews and ratings, right. Through customers, through friends, through family, or legitimately, there's an Amazon wine program that you can do. All of that actually matters the most for you to be placed on top.”

“So there's a band for every one of these within that band. I think premium people think it is actually you're charging a little bit more. The packaging makes a difference. All of that makes a difference, but I don't know, maybe Kishore, you can comment on it, but if you charge five times for a utilitarian thing, then I…”

“I'm saying growth hacking is the new way of getting a great space in a mall, right? The analogy, right? I think here on brand building, I think this consistency point is important. You have to be known for something that compounds over time, right?”

“I actually think Indian body types are different, by the way. So I think if you build an Indian athleisure brand, you can build it for India. You can build the fits right. I think the fabric technology, I mean, Kishore knows this better, but I think it's widely available.”

“There are two types of platforms. One is you go search for something and you get to a product. The other is you go browse for something and you get inspired to a product. So that's visibility-led. The other is search-led. Amazon is search-led. Myntra and AGO are visibility-led.”