PeprisMine: Banks on extended reach for 30-40% growth

Private shirt label PeprisMine is aiming for a growth of 30 to 40 percent. The brand that is exclusively available on online has chalked out its future growth strategy. Giving details Anup Ramachandra, Co-Founder, PeprisMine.com says

, “Consumers today are more connected through the Internet. To reach our target online, we will be leveraging extensively on the social media, email campaigns and referral programs, as a part of our marketing strategy.”

PeprisMine.com is an innovative e-commerce start-up that offers in-between shirt sizes (unlike just four sizes that other brands offer) along with three-sleeve lengths (different full sleeve lengths for short, medium and tall men) at prices that start at Rs 899 along with free shipping all over India. “Being exclusively available online, helps us reduce costs drastically and offer more sizes than regular retail brands. For the consumer, this translates to best of everything – be it fit, sleeve length, design and quality. We believe that PeprisMine is the only shirt brand that offers this compelling value proposition to Indian consumers. It has refreshed men’s apparel industry by offering consumers something that is not offered even at offline traditional retail outlets,” opines Ramachandra.

E-retailing is the second largest consumer e-commerce category growing at 18 percent with Tier II, III cities joining the e-retail revolution. With the net penetration passing 100 million mark, consumers have started to shop online mainly for the convenience it offers. Commenting on the inception of PeprisMine, Ramachandra says, “It was during one of the shopping events, I realized that the fit of men’s clothing available at retail outlets are either too tight or too baggy. Also, the sleeves are either too big or too small. I would not find a pair of clothes that offered me great fit around the chest along with proper sleeve size. Lack of good fitting clothes at retail outlets led to the start of PeprisMine.com.”

Shopping for clothing online is usually considered difficult. The main reason why apparels are one of the most difficult categories to be sold online is there is no standardization in sizes (the dimension of the garment varies significantly across brands). Ramachandra explains, “From the consumer’s perspective, picking a size online is a tough task and to solve this problem, at Peprismine.com, we have developed a proprietary technology that helps us offer perfect sizes based on the few details given by users. Furthermore, we offer free exchange on all orders at Peprismine.com.”