Q: Could you give a quick intro about yourself and Salty and its vision in the realm of trendy jewellery, including the range of products it offers, such as earrings, necklaces, rings, bracelets, and jewellery sets?
Kanishka: I’m Kanishka, and my co-founders, Twishaa and Sonaal, and I founded Salty almost a year and a half ago. Our journey stems from an analytical exploration of e-commerce opportunities. After recognizing the burgeoning demand for accessories, particularly jewellery, we set out to establish a brand that offers quality and frequent design updates. Our product range spans earrings, necklaces, rings, bracelets, and jewellery sets, catering to the dynamic preferences of our audience.
Q: What inspired Salty’s creation, and what unique approach does the brand take to stand out in the competitive jewellery market?
Kanishka: Our inspiration sprouted from identifying an unmet need in the e-commerce landscape and our penchant for strategic analysis. We envisioned creating an “Etsy for India,” tapping into the burgeoning community of Instagram sellers, particularly in the accessories space. Salty stands out by prioritizing design diversity and material quality. We offer brass, copper alloy, and stainless steel products, ensuring durability and skin-friendliness. Moreover, our industry-first approach to launching new designs weekly keeps us at the forefront of evolving fashion trends.
Q: What factors influence the selection of materials and style of your collection?
Kanishka: Our material and style selection is driven by a fusion of designer creativity and market analysis. We collaborate with marketing experts to decipher emerging trends, ensuring our collections resonate with evolving consumer preferences. Our lean inventory model also enables us to adapt to changing demands swiftly, maintaining a curated yet diverse product range.
Q: Is the company funded? If so, what valuation?
Kanishka: After bootstrapping profitably for the initial year, we raised funds to fuel our expansion plans. In a recent round, we secured 5.5 crore in funding, attracting investors with a deep understanding of the accessory and jewellery market. Currently, we boast a monthly net revenue of 1.5 CR, a testament to our sustainable growth trajectory.
Q: As a brand that focuses on trendiness, how does Salty ensure the quality and durability of its jewellery offerings while keeping up with the fast-changing fashion preferences?
Kanishka: Quality and durability are paramount for us. We leverage high-quality materials such as stainless steel and employ advanced plating techniques to enhance longevity. Our agile approach to product development allows us to swiftly respond to evolving fashion preferences while maintaining stringent quality standards.
Q: How does Salty engage with its target audience and leverage social media and other platforms to build brand awareness and connect with customers?
Kanishka: Social media serves as a cornerstone of our brand strategy. Through engaging content and influencer partnerships, we’ve amassed a significant following. We prioritize creating content that resonates with our audience, fostering a sense of community and authenticity. Our approach revolves around building relationships rather than merely showcasing products, ensuring sustained customer engagement.
Q: Can you share insight into Salty’s target demographic and how you choose or target them?
Kanishka: Our target demographic primarily comprises individuals aged 18 to 35, with a focus on tier 2 and tier 3 cities. We’ve observed significant traction from both men and women, reflecting the inclusivity of our offerings. We’ve garnered a diverse customer base spanning various regions and demographics by offering a blend of affordability and on-trend designs. We have good demand from the North East. We get orders from Jammu and Kashmir as well as from Western India, and that’s because we get good responses from the blend of price points and designs we offer.
Q: What are some of Salty’s challenges in the jewellery industry, and how has the brand overcome or adapted to these challenges?
Kanishka: The jewellery industry poses several challenges, from quality concerns to inventory management. We’ve addressed these challenges by prioritizing material quality, implementing a lean inventory model, and offering curated product bundles to mitigate dead stock. We’ve navigated industry challenges by embracing a data-driven and customer-centric approach while maintaining steady growth.
Q: What are Salty’s plans for future growth and expansion? And are there any upcoming collections or collaborations that customers can look forward to?
Kanishka: We envision Salty evolving into a comprehensive accessories brand, expanding beyond jewellery to categories such as eyewear, belts, bags, and hats. Our focus remains on delivering innovative, trend-forward offerings while maintaining accessibility and inclusivity. While specific timelines are under consideration, our commitment to relentless innovation and customer satisfaction remains unwavering. Stay tuned for exciting developments and collaborations as we embark on this exhilarating journey of growth and expansion.
Salty’s journey exemplifies the power of strategic vision, innovation, and customer-centricity in carving a niche in the competitive e-commerce landscape. As the brand continues to soar to greater heights, its commitment to quality, diversity, and inclusivity remains unwavering, setting a benchmark for aspiring entrepreneurs and established players.
