Shararat Franchise: Company Profile and Business Model

Let's talk about Shararat, the subtle, playful Indian brand that has been attracting the interest of everyone, even the sharks on Shark Tank India! Shararat is a direct-to-consumer (D2C) company with headquarters in Noida. You're at the right place if you're wondering if you can get a Shararat franchise or if you're just interested in learning more about this bedroom fashion business. In this article, we’ll explore more about this brand and its business model.

Shararat: Understanding the Brand Overview

Avinash Sharma and Shanky Layal founded the business in 2016 to improve couples' lives with fun. Its products include gowns, teddies, babydoll dresses, role-play costumes, gift hampers, and loungewear. Its founders shared their idea for a brand that specializes in cozy, fashionable loungewear and intimate wear on Shark Tank India. Although owning a franchise of a business that is featured on a well-known show can be quite alluring, Shararat doesn't seem to be embracing a franchise model at the moment.

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Rather, Shararat has used a direct-to-consumer (D2C) business strategy to carve out a space for itself in the market. This indicates that they largely manage all aspects of their company, from designing and producing products to marketing, sales, and customer support, directly to their customers. According to the founders, they have already raised a sum of Rs 10 crore from investors and anticipate sales of over Rs 4 crore in 2024. Shararat has developed into a company that sells a variety of products, such as:

• Loungewear: Cozy and stylish pajama sets, nightgowns, and kaftans that are ideal for lounging around the house or wearing all day.
• Sleepwear: Comfortable pajamas and sleep shirts are designed to provide a restful night's sleep.
• Maternity Wear: Cozy, practical clothing designed to meet the demands of expectant mothers.
• Intimate Wear: A variety of stylish and cozy intimate clothing items.
• Gift Hampers: Selected gift hampers that are appropriate for significant events.

Shararat places a strong emphasis on employing cozy textiles and enhancing its goods with lively colors and creative patterns. The brand caters to the modern woman's lifestyle by offering style without sacrificing comfort.

Shararat's Direct-to-Consumer (D2C) Business Model

Shararat mostly does business by selling goods directly to customers via its online store. To reach the audience it seeks, the brand uses digital marketing techniques like social media campaigns and SEO. They use influencer partnerships and covert packaging as part of their strategy to combat social taboos surrounding intimate clothing.

Shararat deliberately uses a direct-to-consumer (D2C) strategy rather than franchising to keep control over its brand, customer experience, and profitability. The primary elements of their business plan are broken down as follows:

• Online Presence: Shararat sells its goods mostly online via its website and some online marketplaces, including Amazon, Myntra, Meesho, and Ajio. This enables companies to reach a large number of customers without facing costs related to franchise operations or actual retail storefronts.
• Direct Customer Engagement: Shararat can establish a direct means of communication with its clients by selling directly to consumers. As a result, they can obtain insightful feedback, understand consumer preferences, and adjust their product offerings and marketing strategies accordingly. Through social media and other online platforms, they actively interact with their customers.
• Strong Brand Identity and Marketing: To reach their target demographic and increase brand awareness, they make use of digital marketing and social media. Working together with influencers helps them reach a wider audience.
• Centralized Operations: Shararat has a central system for managing its inventory, fulfillment, sourcing, and product design. As a result, they ensure high-quality and consistency across all products and customer interactions.
• Data-Driven Decisions: Shararat has access to useful data on consumer behavior, buying trends, and product performance due to the D2C model. Decisions about marketing initiatives, product development, and general corporate strategy can all be influenced by the analysis of this data.
• Flexibility and Agility: Shararat can react to consumer requests and market developments more quickly because it does not have to deal with the hassles of running a franchise network. They are able to swiftly launch new products, modify price plans, and modify their advertising messaging as necessary.

Why a Franchise Model Might Not Be the Current Strategy?

Although franchising may allow for quick growth, Shararat's present emphasis on establishing a solid online presence and keeping complete control over its brand experience raises the possibility that they are giving priority to:

• Brand Consistency: A centralized D2C strategy makes it simpler to guarantee a consistent brand image and customer experience across all touchpoints.
• Quality Control: Ensuring product quality involves keeping a close eye on the production and delivery procedures.
• Profit Margins: Compared to sharing profits with franchisees, selling directly to customers may result in larger profit margins.
• Learning and Adaptation: Direct client connection yields insightful information that may be immediately applied to the company.

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How Does Shararat Make Money?

This is when things start to get interesting. Shararat sells directly to consumers via their website, making them a traditional D2C brand. No intermediaries. No shops. Simply put, modest packaging and online orders. The following are the main ways that Shararat, a direct-to-consumer (D2C) company that specializes in loungewear and intimate clothing, makes money:

Here's how they work:

• Effective Digital Marketing: It includes influencer partnerships, social media noise, a ton of targeted advertisements, and SEO magic.
• Reasonably Priced: Their goal is to make bedroom fashion accessible to middle-class couples.
• Cultural Awareness: Their messaging is lighthearted rather than shady since they are quite aware of how to navigate Indian sensibilities.
• Online Marketplace Sales: Shararat also offers its products on several well-known online marketplaces, including Amazon, Myntra, Meesho, and Ajio. These platforms increase their overall sales volume and give them access to a larger client base.
• Gift Hampers: The company sells well-chosen gift hampers that are appropriate for milestones like anniversaries and weddings. These are sold through their website and potentially other channels, adding to their revenue.

What’s Next for Shararat?

As far as we can tell, Shararat is doing more than just selling innerwear; they are creating a brand that defines a whole category in an industry that is still taboo in many Indian homes. Additionally, they are looking forward to breaking the taboo and normalising it. They have the following plans for the future:

• Increasing the range of products
• Examining subscription boxes for couples
• Perhaps using concept stores or pop-up events to test out real-life experiences

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What can they do in the future?

• Investigating Offline Presence from a Strategic Angle: Shararat may look into a few offline options for client engagement and brand development, even though their major business is still online.
• Collaborations or Pop-Up Stores: Partnerships with multi-brand stores or temporary retail locations in busy regions could boost brand awareness and give customers a chance to see the products in person.
• Content Marketing: Producing blog entries, articles, or videos that are in line with their brand values and appeal to their target audience is known as content marketing (e.g., recommendations for relaxation, self-care, relationship advice).
• Community Building: Creating a feeling of community among its customers via online discussion boards or invitation-only gatherings.
• Possibility of International Expansion: The creators have expressed a desire to reach a worldwide audience in the past. Significant actions would need to be taken in the areas of logistics, market research, and product and marketing adaptation for global consumers.
• Leveraging Shark Tank India Exposure: Brand awareness would have skyrocketed as a result of the appearance on Shark Tank India. Shararat will probably keep using this publicity to further their marketing campaigns and brand messaging.

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Shararat is the ideal illustration of how a bold concept can successfully carve out a position for itself in a conservative market. Although they don't currently sell franchises, if their work inspires you, keep an eye on them—they're a startup worth keeping an eye on. Although there are still obstacles to overcome, Shararat's distinct market positioning and range of products give a solid basis for future expansion.