Ethnic wear brand Soch focuses on ecommerce to drive up growth

25th October 2021

Ethnic wear brand Soch has carved out a strong place for itself in the e-commerce and direct-to-consumer space after the pandemic. Soch’s business grew between three and four times after the first wave of COVID-19.

Although the retail company’s business saw a slump for a period of two to three months between March and June 2020, sales picked up in the following months. Live commerce integration on its website is another pivot that Soch aims to implement in the next few months.

From planning, buying, merchandising, supply chain management, operations to marketing and digital, Soch is working on strategic changes across its e-commerce and omnichannel play to drive double digital revenue growth by fiscal 22-23.

Soch was launched in 2003. Since the early 2000s, its journey has been upwards with the number of offline stores multiplying each year.

From 2010 to 2021, Soch expanded to 138 retail stores across Karnataka, Andhra Pradesh, Telangana, parts of Delhi, and more with its ethnic wear collection of saris, lehengas, kurtas, dresses, fabrics, among others.

The plan is to saturate Soch’s Southern India market before entering deep into North India. Soch also expects to deepen its digital presence with the implementation of live commerce on its website.

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