Indianroots’s targets small-town customers

With an aim to woo customers from Tier II and Tier III cities, Indian ethnic wear platform, Indianroot.com launched a new campaign called ‘Inherently Indian,’ on August 15, India’s Independence Day. The new campaign will appear on TV, outdoor and digital media.

The campaign has received good response. The company that backs ‘Make in India’ concept, expresses the unique potential of India as a manufacturing hub. The brand campaign has been conceptualised by Brandmovers India, captures how a modern Indian woman embraces little Indian things everyday through the clothes she wears.

The company recently partnered Craftroots, an NGO run by Anar Patel, who has been actively backing Gujarat artisans. It has also tied-up with Banka Silk, a handloom brand from Bihar that is working towards the upliftment of the artisans of Banka district in Bihar.

NDTV Ethnic Retail, which operates Indianroots.com recently got five million dollars (over Rs 31 crores) in funding from KJS group at valuation of 85 million dollars (Rs 540 crores) for the vertical. The company will utilize funds to build its logistics, marketing and delivery mechanisms, while planning to go deeper into the Indian market with its offerings.