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Gritstones.com: A new entrant to stir the e-commerce industry

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Internet has become a vital part of India’s growing population segment is at the verge of a digital revolution. The changing lifestyles of the country’s urban population have also led many people depend on the internet for their shopping needs. This paved way for e-Commerce market in India and it has enjoyed phenomenal growth of almost 50% in the last few years. To suffice the demand of the growing needs of the people a new player entered the e-commerce market – Gritstones.com. This company is new in terms of name but has a wide experience of clothing and e-commerce trade. Griststones before having its own portal was associated with Myntra and was among the top five sellers of the website.



Ms.Vaanee Bhatia, the founder of Gritstones joined her mother with DB Creations, a renowned clothing retail company. Later, they launched their own online brand named Gritstones in 2012 on portals like Snapdeal.com, Jabong.com and many others and became the top seller in few months over there. Recently they got associated with Myntra.com where again they are among the top sellers in apparel category.

About the Brand

The Brand Gritstones is a casual wear brand for men and women. It has range of products like T-shirt, polos, track pants, tops, dresses, tunics etc. They have introduced many new designs in apparels which are latest in trend and are now continuously increasing their range in apparel categories and will soon be expanding the range to accessories as well. “We are retailing the brand through online medium for now, but we are opening our first”, says Vanee.

They started this business four years back. “My mother Deepti Bhatia funded the company. Kulbeer Singh (COO of the company) framed the whole operational structure of the company and I had the knowledge of designing” explains Vanee. Now her brother Dheeraj Bhatia has joined with his expertise in Marketing and is completely handling Gritstones.com. “The time that we entered the market with our brand Gritstones, the online was at its growing stage. We entered the e-commerce at the right time with right kind of product and that’s how the brand got formed” she continues.

Ms.Vaanee Bhatia who had pursued Fashion Entrepreneurship from International College of Fashion with ‘The Most Creative Designer’ Award, entered the professional industry in the year 2010 and worked with big companies like Biba (Ethnic Wear), United Color Of Benetton (Kids Wear) And Good Earth (Organic Clothing). Her reason behind for working in different categories of clothing is to add on her experience in different types of apparel categories. With all these experience, she joined her mother in their family business of clothing famously known by the name of DB Creations. With an aim to make this business world renowned she worked harder and also wanted to prove that even a daughter can carry forward her family’s name.

About Challenges and Growing Competition in E-Commerce

Every day is a challenge says Vanee. This segment being a fast changing and every player has to change with the same face otherwise will be left behind. “We are one of the top selling brand and to retain that place we have to work even faster and at same time with accuracy to sustain the position in a market in which every day there are new entrant joining in”.

Competition is everywhere and since e-commerce sector is still at a beginning stage in India, they could see a growing competition. “Since we had our own cloth manufacturing, we had the knowledge of knits fabric and therefore we were able to provide good quality fabric and designing at reasonable prices to our customer. Hence, giving a quality product with a distinctive design at very pocket friendly rates has become the USP of our brand”.

The Indian retail sector

“Well, it’s all shaken up for now. Customer are getting product at much cheaper rate online. According to the report, footfall in malls has reduced to an extent of 70%” says Vanee. Retailers are trying to give good deals to their customer in their off sales period. But the only method that can be seen in which retail can survive for now is through exclusive products for their stores at a pocket friendly price.

Marketing Campaigns

Gritstones.com is leaving no stone unturn to promote itself. They are running unique and interesting online campaigns and have tied up with many online advertising and marketing companies.  Facebook, twitter and you tube are other mediums through which they promote their brand. They also got a campaign shoot done with TV actor Ashish Kapoor for S/S 2014.

Future plans of Expansions

Gritstones is a totally self-funded and will soon start looking for funds sometime next year.They are opening their first store in Jan 2015 in Ahmedabad, and planning to open 3-4 stores till next year. Dheeraj is handling all the promotional and marketing strategies online.

Vaanee’s ultimate passion is to keep on working and never sit idle. Besides being a goal oriented business woman Vaanee is a foodie. If she is not working, she’ll be either having cuisines from newly opened restaurants or trying some different varieties of foods. She not only works for herself or her employees, but she work for all her customers, that is, to give them international and great styling at affordable pricing.

Last Updated ( Friday, 06 February 2015 20:56 )  

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