Out of the Box Marketing in the New Era Adopted by a Fashion Entrepreneur

This Case study is focusing on the Out of the box Marketing Strategies used by an Entrepreneur, for his retail store which started in Connaught Place. Retail as the name suggest is a sale for final consumption in contrast to a sale for further sale or processing (i.e. wholesale). In other words, retailing is said to be the interface between the producer and the individual consumer buying for personal consumption. The entrepreneur was having a family business of currency exchange which was not doing fine so he decided and took a big risk of diversifying into an untapped area altogether by leaving his family business. He was a very ischolar_mained individual with a creative and an analytical mind frame as he was keen on taking calculated risk. He saw an opportunity for himself in the fashion industry and threw himself into the mix as a budding entrepreneur as he could not see himself working a monotonous desk job. He was fascinated by the area of Indian Ethnic wear and decided to take on the obstacles in front of him by doing a thorough Market Research before starting up his new venture. He diversified into a new domain of Indian Ethnic wear comprising of Sarees, Kurtis and Salwar Kameez which carries traditional Indian values along with a rich blend of fashion prevailing in the market these days. The Indian Ethnic Wear Market is growing at a fast pace as women are very keen on trying new ethnic wear varieties available in the market like Cotton suits, Designer Sarees, Salwar kameez, Kurtis, Anarkalis, Dress Material.