Clicking It Right

The Indian fashion and lifestyle e-commerce portal called Jabong.com made an entry in the lives of consumers in 2012. The portal sold apparel, footwear, fashion accessories, beauty products, fragrances, home accessories and other fashion and lifestyle products. Jabong took the entire fashion industry by storm boasting a steep growth in terms of the number of orders the brand dispatched and, in turn, the revenue. Shraddha Phulgirkar finds out how.

- Shraddha Phulgirkar

According to The Economist, Jabong clocked gross sales of around US $100–150 million in 2012. This transpired at the time when the e-commerce industry had just started booming in India. In just four years, the brand had created an impressive portfolio for itself.

In July 2016, however, the fashion and lifestyle industry in India saw the birth of the biggest fashion shopping destination. The Flipkart Group Company Myntra announced the acquisition of Jabong from Global Fashion Group. Together, the two fashion portals have grown to become the sole undisputed leader in the Indian industry. Since the acquisition, they have been responsible for the growth of Flipkart's dominance in the fashion category, commanding 55-60 percent of the online fashion market share according to RedSeer Consulting. Today, Jabong services over 19,000 pin codes covering over 2,000 cities and towns across the country. With the largest in-season product catalogue, 100 percent authentic products, Cash on Delivery and 30-day Exchange/Return policy, Jabong is the most preferred fashion shopping destination in India. Let's look at what the brand is doing right to enjoy this dominance in the minds of the consumers and a firmer grip on the e-commerce market.

THE BRAND PHILOSOPHY ACROSS YEARS

Since the very beginning, the five-year-old brand has catered to the new age men and women who choose to be leaders rather than followers. Jabong encourages the youth to chase their own selves unabashedly, without letting the societal norms or preset standards of fashion influence their true fashion choices, style or personality. Under the bold tagline ‘Be You’, Jabong strongly focuses on the messaging of individuality and self-direction.