Kritika Garg – Desi Sandook Owner’s Journey of going Global.
Kritika was born and brought up in a family of entrepreneurs in the small town of Alwar (Rajasthan). Driven by a dream to explore broader world, she earned her Bachelor’s from Delhi University and completed her MBA from IBS, Hyderabad. Kritika found her passion in the world of event management at QED communications where she was responsible for putting together the best corporate events for leading brands like of Reckitt Benckiser, Yamaha etc. After having spent about 5 years with QED, the entrepreneur in her finally won when she decided to take the plunge into entrepreneurship along with her co-sister Suruchi in 2020 by opening her online first, ethnic clothing label called ‘Desi Sandook’. Desi Sandook’s vision is to contemporize and reposition ethnic fashion in the heart and minds of the independent Indian women.
engaged Facebook & Instagram Community of over 100,000 followers and till date has served over 10,000 Happy customers across 500 cities in India. Desi Sandook’s website desisandook.in offers 1000+ Unique designs across a range of fabrics, prints, work etc and receives a monthly traffic of over 100,000 customers with close to a million page views. Desi Sandook’s Facebook Live videos register a watch time of more than million minutes per month. Kritika attributes Desi Sandook’s rise to three underlying values – Premium Quality, Reasonable Pricing and Video Commerce.
Firstly, every product at Desi Sandook is handpicked from the different nook and corners of India, thereby ensuring unmatched quality and reliability for our customers. The unique style and curation of our products makes our customers stand
out. Within a short span of 3 years Desi Sandook has become the go-to online brand for Unstitched suits. It has fostered a vibrant and sources its products directly from the manufacturer/artisans which enables it to eliminate middlemen and keep its prices reasonable for the end consumer. Its lean inventory model enables to keep its working capital costs under check thereby allowing it to grow in a capital efficient manner. Lastly, Desi Sandook core TG is women outside metros who are looking for quality ethic wear and find it difficult to transact using the self-serve model of leading e- commerce brands and marketplaces. Sandook’s video powered, conversational commerce approach resonated with its customers, replicating the trust and ease of an offline medium.
Bootstrapped so far, the company plans to raise its first Institutional fund round next year to expand its team and product offerings.
Besides being an entrepreneur Kritika is a happy-go-lucky person, she likes to unwind by travelling to different places. She also loves going on long drives, listening to peppy music and dancing. She expresses her gratitude towards the ‘Women Entrepreneurs Foundation’ community whose support in the initial years of her journey helped her immensely.
Going forward Kritika and Suruchi’s vision is to make Sandook the leading Unstitched Suits brand in India in the next 5 years.
In order to realize this ambitious goal, the company has already started to strengthen its capability in the area of sourcing, design , website upgrade for enhanced customer experience.