In the ever-evolving landscape of fashion, where trends shift as swiftly as the seasons, the story of Dioste Couture stands out as a beacon of innovation and entrepreneurial spirit. Founded by Ronit Shekhar, a BCA student at Amity University, Dioste Couture has quickly garnered attention for its unique blend of European elegance and accessible designer fashion.
In this exclusive interview, Raamesh Chandra delves into the inspiring journey of Ronit Shekhar and his team. They discuss the inception of Dioste Couture, the dynamics of their team, and the philosophy behind their brand. From the challenges of starting a new venture to the triumphs of their early success, Ronit shares insights that are not only captivating but also motivational for aspiring entrepreneurs. Join us as we explore the visionary world of Dioste Couture and discover how this fledgling brand aims to empower women and make a mark on the global fashion stage.
Raamesh Chandra: Could you start by telling us a bit about your background and how you ventured into fashion despite having no prior experience in the field?
Ronit Shekhar: My name is Ronit Shekhar, and I am a BCA student at Amity University. Initially, I had no connection with fashion and honestly, I had zero fashion sense. However, I created a fashion brand called Dioste. Before this, I was into options trading for about two years, earning around six to seven lakhs. When I started college, I wanted to do something different, something of my own, and that’s how the idea of creating a fashion brand came about. Before Dioste, my twin brother, Ritik, and I started a shoe brand called Pizzeria. Although we haven’t launched it yet, we learned a lot about e-commerce through this venture.
Raamesh Chandra: Could you tell us more about the team behind Dioste?
Ronit Shekhar: Certainly! We are three core members of the company. I am the founder, my twin brother Ritik is a co-founder, and our very good friend Malvika Nair is also a co-founder and the designer of our company. Malvika is an exceptionally talented designer and handles marketing, video editing, and social media, in addition to designing our clothes. Ritik focuses on sales and ad campaigns, especially for the offline market. I oversee everything from production to raw materials, marketing, and ads.
Raamesh Chandra: How did you come up with the name Dioste?
Ronit Shekhar: The name Dioste is inspired by the Italian words “Dio,” meaning God, and “ste,” which translates to female. So, Dioste essentially stands for “female goddess.” Our vision is to celebrate the inner goddess of every woman, reflecting elegance and strength.
Raamesh Chandra: You mentioned a European vibe for your brand. What’s the reason behind this choice?
Ronit Shekhar: We wanted to create a brand with an international appeal. There’s a perception in India that imported goods are of higher quality. By giving Dioste a European vibe, we aimed to attract customers who value this perception, while also ensuring top-notch quality and design.
Raamesh Chandra: Can you elaborate on the roles each of you plays in Dioste?
Ronit Shekhar: Malvika, our designer, handles marketing, social media, and video editing, along with designing our clothes. Ritik manages sales and ad campaigns, both online and offline. I oversee production, raw materials, marketing, and sales strategies. We each bring unique skills to the table, which helps in running the company smoothly.
Raamesh Chandra: How do you ensure that each piece of clothing empowers women and reflects your brand’s mission?
Ronit Shekhar: We are a fast fashion brand, but unlike others, we focus on designer fast fashion. We realized that designer clothes are often expensive and not accessible to everyone. By offering high-quality, affordable designer clothes, we aim to empower women with confidence and style. We source our fabric from Surat, design and sample in Noida, and manufacture in Bombay, ensuring top-quality materials and craftsmanship.
Raamesh Chandra: Could you describe your production process?
Ronit Shekhar: We start with sampling and maintain a minimal stock to avoid wastage. For example, we might produce around 30 pieces of a new design. If it’s well-received, we make more. If not, we limit production. This approach helps us manage inventory efficiently and reduce dead stock.
Raamesh Chandra: What has been the initial response to Dioste since its launch?
Ronit Shekhar: The response has been great! We launched on May 10th, 2024, and within 15 days, we generated a revenue of around 60k. Customers appreciate the quality of our clothes and find our prices reasonable. We’ve received positive feedback and no returns so far, which is encouraging.
Raamesh Chandra: What are your short-term and long-term goals for Dioste?
Ronit Shekhar: Our short-term goal is survival in the competitive market. In the next year or two, we aim to establish Dioste as a well-known Indian brand, reaching tier 1, 2, and 3 cities. In the long term, we aspire to become an international fashion brand, proudly representing India on the global stage.
Raamesh Chandra: Do you plan to open physical stores in the future?
Ronit Shekhar: Yes, we do. We aim to open our first physical store in Noida within the next eight months. This will help us reach more customers and provide a tangible experience of our brand.
Raamesh Chandra: Can you talk about the sustainable practices Dioste employs in its production process?
Ronit Shekhar: Sustainability is important to us. While I can’t commit to our fabric being sustainable yet, our packaging is eco-friendly. We use paper packaging to minimize our environmental impact. However, given that we are just a month old, we are still in the early stages of implementing comprehensive sustainable practices.
Raamesh Chandra: What investments have you made so far, and how have you managed costs?
Ronit Shekhar: We started Dioste with an investment of around 3.86 lakhs, keeping costs low through careful planning and cost-cutting measures. Clothing brands typically require significant investment, but we managed to start with a relatively small amount.
Raamesh Chandra: What feedback have you received from your customers, and how has it impacted your business?
Ronit Shekhar: The feedback has been overwhelmingly positive. Customers appreciate the quality of our products and the reasonable prices. They often compare us to high-end brands and are pleasantly surprised by the value we offer. This positive feedback motivates us to maintain high standards and continue improving.
Raamesh Chandra: Any final thoughts or messages for aspiring entrepreneurs?
Ronit Shekhar: Don’t be afraid to take risks and make mistakes. Each failure is a learning opportunity. Focus on quality and customer satisfaction, and success will follow. And always remember, if you don’t fail, you’re not trying hard enough.
