Power Up Case Profile: Curated Online Retail in India with fabulloso!

Beautiful photography is crucial to complete the fabulloso! ethos.
Beautiful photography is crucial to complete the fabulloso! ethos.

Launched in early January this year, fabulloso! is a curated online store that aims to “celebrate beauty, wit and quirk” – at least, that was Gaurav Taneja and his wife Anupma’s plan.

What they have arrived at is a unique shopping experience that appeals to the up-market end of the swelling Indian middle class by offering designer clothing, shoes, accessories, home furnishings and decorative art.

Shobhna Talwar, Marketing Executive at fabulloso! says the webstore’s success is due to its co-founders’ combined skills, as well as their focus on achieving a beautiful customer experience.

“Gaurav is an ex-Partner and Head of Technology, Communications and Entertainment at Ernst & Young, whereas Anupma is a graphic designer and has had previous entrepreneurial success with the handmade paper business, Kaagaz Exports,” says Talwar. “The strong business and design strength of both founders not only continues to help in building a platform for the sale of beautiful products and the aesthetics of the site, but has also helped to build a strong team that is dedicated to growing fabulloso!”

fabulloso! has been built on the premise that a growing portion of the Indian market will value quality, design and individuality, but more importantly, they will pay a fair price for it. fabulloso! prices range from products as inexpensive as $3, right up to $13,000 and such, it is far from being India’s bottom-dollar webstore.

“The shop caters to the need of urban, cosmopolitan, style-conscious consumers who are confident and are seeking quality,” Talwar says. “It is for these customers that the site is designed to look like an exclusive boutique, to prompt shoppers to browse the collection. The curated selection of products is regularly refreshed – we are always on the lookout for new designers and products, and we add new products twice a week.”

fabulloso! customers will receive notice of product updated via the web store’s Facebook page, or incorporated within their subscription-based email newsletter.

The focus on quality and design has lead them to stock the products of famous designers like Rajesh Pratap Singh and Abraham & Thakore, as well as labels that fabulloso! describes as “upcoming”, such as The Other Side by Purvi Sanghvi.

“We constantly work towards providing our customers with a fantastic shopping experience,” says Talwar. “Right from the design of the website to the curated selection of quality products, safe and secure payments (including a cash-on-delivery option), deluxe packaging and prompt delivery.”

This new, curated online store in India features products from well-reputed designers.
This new, curated online store in India features products from well-reputed designers.

Of course, fabulloso! truly benefits from its proximity to the designers that it partners with and the places where these items are manufactured. Stock can be arranged and supplied much more quickly because of this, with known cost parameters and baseline shipping requirements.

“Apart from these designers, fabulloso! is also developing an in-house brand under the same name,” says Talwar.

These products are stored in the fabulloso! warehouse, which is managed in-house. Their e-commerce, planning and marketing systems are all managed in-house, in fact. fabulloso! only outsources its fulfilment requirements when orders come in from further afield than their immediate metropolitan region in Delhi.

“For shipping outside the city, we have partnered with publicly trusted shipping service providers, Blue Dart and First Flight,” Talwar says. “Since our products are very unique, we make special arrangements to ensure that the order is delivered with utmost care and safety – which comes at a cost.”

“We have even started shipping internationally on special request, and we are planning to fully commence this offering on direct customer orders from June, this year,” she says.

While this curated, boutique-style e-commerce venture may sound like old-hat to some, fabulloso! has realising a combination of form, function and customer service that Australians have had to wait a long time for. At the very least, the existence of a store like this experiencing popularity in India is proof-positive that the population has a burgeoning online retail market, representing true opportunity for any business bold enough and innovative enough to stake out a niche therein.

Seeking more information on how to get an online retail venture off to a flying start? See our complete A-Z guide, Power Up: The Online Retail Entrepreneur’s Guide.

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