Etasaa striving to bridge the gap between luxury and affordable brands. Etasaa, focused on design, aesthetics, affordability and good quality in lifestyle products. they are simply making luxury affordable.
Hi, can you give a brief about yourself?
Etasaa has been co-founded by me and Vineeta Dassani, who has a strong background in Management, Retail and E-commerce is the CEO and currently heads the Retail, Merchandising & Marketing segment of the business. I have completed my education in Business Management, Fashion & Retail Management from NIFT Bangalore & Product Merchandising from Chelsea College of Arts, London. I am also the founder of Women’s Power Meet which is a women entrepreneurship platform. I have been a speaker at Women Economic Forum and also a features blogger for several publications.
The second co-founder is Vineeta Dassani, who is an expertise in Interior & Product Design currently is the Creative Director of Etasaa and heads all design and operations of the firm. With her education in Design from SNDT, Mumbai, Vineeta has worked with Collaborative Architecture, Mumbai on multiple projects. With her 10 years of work experience she currently also is a Creative Partner at Total Interiors Solution in Delhi.
Both Chandni & Vineeta have known each for several years and started working together in 2016 when they co-founded Etasaa. It was just a mere coffee meeting which now remains their incubation memory of Etasaa.
What were you doing before?
I was working with the topmost retail companies in India like Genesis Luxury, Madura Fashion & Lifestyle, Arvind Brands and Snapdeal.
What is your inspiration to start your company?
We both were always striving to bridge the gap between luxury and affordable brands. We realized there was a big gap for the middle and the upper-middle-class demographic purchase pattern around us. They had great taste but often ended up buying products which were compromised in style, quality or were just copies of a luxury brand. We thought of this as an opportunity and started Etasaa, where we focused on design, aesthetics, affordability and good quality in lifestyle products. We are simply making luxury affordable.
Can you explain in detail about a startup?
Etasaa, where we focused on design, aesthetics, affordability and good quality in lifestyle products. We are simply making luxury affordable.
How did your journey start towards your startup from planning to funding?
Till now, our venture has been completely bootstrapped by our savings and investments. We haven’t yet received any external funding. So, we are a Bootstrap organization.
Is your startup growing at good phase according to your plans? What are the upcoming plans from your end?
Yes, it is I would say and as our USP is our design, price points and that we are completely Made in India brand compared to any high street brand. We are constantly making quality conscious products with local artisans and industries in India and plan to spread and sell across India in the coming time period.
What your stack on the competition? who are your competitors? How you are overcoming them?
Well, we are in a country with so many young entrepreneurs, so for us, anyone who is in the lifestyle sector is competition. We cannot point a name since we have different ideology as a brand and our efforts are focused to create a unique brand identity for ourselves. We are differentiating ourselves in terms of collections, approach, and customer relations. We personally talk to our customers for feedback and service them many times on a personal level, which is not the case in maximum brands.
Where do you see yourself in 5 years?
Five years is a bigger time and in the meanwhile, we are now launching two more brands in the coming months under Etasaa Home & Lifestyle for Wedding and Gifting sector. We intend to continuously expand and create multiple business channels from our brand over the next few years.
What do you suggest people who are interested in starting their own business??
Keep Hustling, it’s not easy but if you are still able to sleep happy, then it’s the right thing.
What is your opinion on Startupsindia.in? Any Suggestions for us?
It is a niche platform for startups across India and gives a platform to meet and collaborate.