Bharat-focused brands expand value-fashion assortment ahead of the festive season
Snapdeal, India’s leading value e-commerce platform, today announced the onboarding of two new D2C fashion brands – Rangita and Urban Mark on its platform.
Owned by Stellaro Brands, Urban Mark and Rangita focus on serving men’s and women’s affordable & aspirational fashion needs.
The companies’ introduction coincides with the growing percentage of value-conscious purchasers in India’s e-commerce boom, which is estimated to account for 73% of all online shoppers in the next four years.
According to a recent RedSeer study, the number of primarily middle-income purchasers would nearly triple from 78 million in 2021 to roughly 256 million in 2026.
Urban Mark and Rangita cater to the demands of middle-income consumers, the bulk of whom live in Tier 2+ cities in India.
The companies target value-conscious clients who are fashion-savvy shoppers who understand trends and seek high-quality products at reasonable prices.
The Urban Mark collection includes fashionable, easy-to-care-for clothes such as smart casual wear, the latest athleisure styles, and Indo-western apparel.
The clothing line is enhanced by casual shoes and footwear, as well as accessories such as socks, hankies, belts, and more.
Rangita, on the other hand, caters to young women customers looking for contemporary Indian apparel alternatives such as kurtas, suit sets, dupattas, leggings, lehengas, bottom wear, and accessories such as daily wear fashion jewellery.
Rangita and Urban Mark’s fashion philosophy is founded on important user factors such as styling (latest trends), utility (simple maintenance, mix and match choices), size (Indian silhouettes), and value pricing. Both brands have tailored their collections to meet the needs of their customers.
For example, Urban Mark shirts and t-shirts are designed to be seasonally appropriate, ranging from linen-based shirts in soft colours for summer to snug sweatshirts in solid colours for winter/autumn.
Similarly, Rangita has used user feedback to design for Indian women, taking into account their preferences such as cotton leggings, comfort-fit kurta styles, and colour or theme selections on their kurta or saree.
The Rangita collection is constructed of 100% cotton and viscose, cotton rich blends, and a variety of weaves in rayon fabrics that are Liva certified.
Sharply focused on value, the whole collection of both brands is priced between Rs 249 and Rs 499, with numerous combo bundles making shopping enjoyable and budget-friendly for customers.
Urban Mark and Rangita’s seasonal collections are currently available exclusively on Snapdeal and will be accessible online in the following weeks.
“While needs and preferences differ by region and season, there is a huge and growing demand for value-fashion across the country.”
A huge group of rising purchasers seeks the reassurance and consistency of quality typically associated with luxury goods, but at more affordable costs.
Snapdeal is working hard to bridge this gap by carefully balancing the two most crucial requirements for a value shopper: quality and pricing.
Both Rangita and Urban Mark support this strategy, and we are delighted to have them on board ahead of the festive season, which begins at the end of this month, said Saurabh Bansal, Snapdeal’s Chief Merchandising Officer.
Over the last six months, Snapdeal has increased the availability of high-quality, low-cost options in big categories such as fashion, home, and beauty by bringing on other Stellaro brands such as Hometales (home category), Miyuki, Aragma, and Nordstrom (beauty & personal care).
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