Raisin deploys phygital strategy to expand customer base

Raisin, a contemporary fusion fashion brand has deployed a phygital strategy to reach out to more consumers across India. In the next 18 months, the brand plans to enter many more large-format stores to reach its target of 300 shop in shops. It also plans to launch jewelry and ethnic wear ranges.

Founded by brothers Vikash and Vishal Pacheriwal, Raisin has more than 2.5 lakh customers. For the financial year 2020, the company’s revenue was at Rs 20 crore. It aims to hit Rs 40 crore in 2022 with a pandemic-free world.

With Bollywood actress Bhumi Pednekar as the face of the brand, Raisin was launched in over 120 shop-in-shops across the country, with a loyal customer base building with each purchase. In the first year, the brand experimented with various styles and evolved from contemporary fusion fashion to ethnic wear, offering sarees, contemporary jewellery, and even masks amidst the pandemic. Its ounders focused on a three-pronged strategy: launching an ecommerce channel for their D2C brand, 120 shop-in-shops located in malls and high street along with selling on ecommerce aggregators like Amazon.