1. Cool deals on designer
wear
Barot Krishma K. (11MBA004)
Patel Shivangi H. (11MBA068)

2. IDEA LINE
• Sell Indian designer clothes at a discount.

3. About Radhika Dhawan
• She is 26 year girl who always had a
fascination for the fashion industry which
reflected in her academic and career choices.
• She went to UK for a post graduate course in
retail management.
• She loved online shopping.
• She loved her job in GAS Italian fashion
brand. But she wanted to do something on
her own.

4. Business At Glance
• Starting capital Rs. 5 lakhs.
• Raising money by loan from family and friends.
• First customer at first exhibition was “target
customer”, a fashion conscious individual and an
a lister in town.
• The fact that people were present outside
the venue of her exhibition before an hour.
• Biggest difficulty is to getting more designer to
partner with her.

5. Business Idea
• Finding Gap:
• While online shopping she couldn’t find any Indian
designers online even though the Indian fashion
scene booming.
• With an entrepreneurial background, she saw no
reason why she couldn’t be the one to change that.
It is for her the perfect blend of fashion and
business.
• So with an understanding of the international and
Indian fashion scenario, she decided to start her
own e-commerce company in 2008, retailing multi-
designers and catering primarily to women.

6. Business Strategy
• She started fleshing out the idea-of selling
finished samples.
• Stocks from previous seasons and export
surplus of designer clothes at heavy discounts.
• She got the help of her mother, who used to be
the head of corporate communication at
Raymond, and her father, who is a manufacturer
and exporter of leather goods.

7. Fashion Portal
• Radhika Dhawan, director of First Row, an
online fashion portal and a boutique.
• Ludhiana in the course of some fashion
research. She was holding an exhibition of
designer garments.
• To observe the buying behavior of the rich and
flamboyant women of Punjab.

8. Marketing Plan
• An important aspect of her marketing plan was
the setting of pop-up stores across the country.
• She realized that to make fashion accessible
and affordable to women who only thought of it
as inspirational and to help them overcome the
intimidation of walking into a designer store.
• It was important to give them the touch and the
feel of the products.

9. First Step towards Business
• Setting up the e-commerce venture, she first
started First Row’s “Super Special Designer
Sales” or the boutique.
• A multi-designer boutique targeting metros and
smaller metros. Though the client was very
niche.
• She quickly learnt that while money was hardly a
challenge in small towns, availability and choice
certainly wear.

10. Hurdles in Radhika’s Path
• Two major hurdles:
1. people rarely bought designer
wear, unless it was for an occasion.
2. It was going to be a challenge to break
into a brick-and-mortar dominated
market.
“I didn’t get into it this won’t work. I want
to make this work any how.”

11. Covered Cities
• Ludhiana
• Chandigarh
• Ahmadabad
• Pune
• Hyderabad

12. Business Tie ups
• Narendra kumar
• Gauri and Nainika
• Gaurav Gupta
• Rajesh Pratap singh
• Rohit Bahl
• Malini Ramani
• Varun Bahl

13. THANK YOU