Imagine a world where blooming botanicals come alive on flowing fabrics. This is the essence of Paulmi Dhawan and Harsh Dhawan, rising stars in India’s luxury fashion scene, known for their exquisite floral prints and contemporary silhouettes.
Paulmi and Harsh, a luxury prêt label founded in 2016, has rapidly gained recognition in the Indian fashion industry for its unique blend of traditional craftsmanship and modern design.
Known for their exquisite botanical prints and intricate embroidery, the brand quickly became a favourite among fashion enthusiasts and celebrities like Soha Ali Khan, Alia Bhatt, Raveena Tandon and many more. You can find their products on popular fashion e-commerce sites or their official website.
India’s e-commerce industry is estimated to grow at $325 billion by 2030 from $70 billion at present, according to the Invest India report. The share of e-commerce in overall retail is around 7.8%. The buyers on e-commerce platforms are also expected to touch 500-600 million by 2030.
Being aware of this growth potential in e-commerce market and luxury fashion industry, with such fierce competition, to stay ahead of the curve, Paulmi and Harsh needed to address some critical challenges.
As their online business expanded, Paulmi and Harsh faced several operational challenges that threatened to derail their growth. Disorganized inventory, undefined processes, and a lack of data visibility were thorns in their side.
Stratefix Consulting, India’s leading Business Management Consulting firm specializing in MSME growth, stepped in. Being a team of manufacturing consultants with superpowers in operations management, we knew exactly what to do.
This case study showcases how Stratefix Consulting stepped in and worked alongside the management to streamline their operations, improve productivity, and elevate their overall business performance.
Challenges Faced by Paulmi and Harsh
Paulmi and Harsh, though brimming with creativity, were facing a tangled mess of operational woes.
Planning Paralysis:
Imagine a tailor frantically searching for the right fabric amidst a mountain of unlabelled materials!
- Deficient quality checks, inadequate records, and disorganized storage led to delays, production errors, and frustrated customers.
- Inconsistent quality checks meant beautiful dresses sometimes arrived with imperfections, disappointing customers.
- Inventory was a mystery – disorganized storage and a lack of inventory management made it hard to track raw materials, finished goods, and dispatch.
- Deadlines became a guessing game – the absence of standard operating procedures (SOPs) resulted in delays and production hiccups.
Process Perplexity:
- Everything relied on the memory of the team – a risky gamble for a growing business.
- Repetitive tasks were a major time drain.
- Turnaround times were unpredictable, leaving customers hanging.
- Unsystematic production processes led to frustration and inefficiency.
Strategic Shortcomings:
- Manual processes and a lack of automation meant valuable data on inventory, production timelines, and customer feedback remained hidden in the shadows.
- Reporting and data management were a nightmare, making it difficult to understand what worked and what didn’t.
- They relied on physical stock checks, a time-consuming and error-prone method.
- Integrating automation across processes felt like a distant dream.
- Tracking orders and providing visibility to customers was a struggle.
Implementation Impediments:
- Customer service was an afterthought, lacking a dedicated team to handle inquiries and concerns.
- Training and development programs for the skilled artisans were missing, hindering their growth.
- Incentive structures were non-existent, leading to a demotivated workforce.
- Roles and responsibilities were unclear, creating confusion and inefficiency.
Stratefix Consulting: The Tailoring Experts
Just like a master tailor transforming a piece of cloth into a masterpiece, Stratefix Consulting, a leading MSME consulting firm, arrived with a plan to help Paulmi and Harsh blossom. Here’s a glimpse into their magic touch:
Planting the Seeds of Planning:
- Stratefix implemented a robust inventory management system. They defined minimum order quantities (MOQs) for each stock item, ensured proper inward and outward tracking, established a dedicated quality control (QC) setup, and designated specific areas for raw materials, fabrics, and finished goods.
- Visual Standard Operating Procedures (SOPs) were created, providing a clear roadmap for each stage of production, boosting efficiency and reducing errors.
- Overall production procedures were refined to minimize delays.
- An Enterprise Resource Planning (ERP) system was meticulously chosen and implemented, automating data entry and generating accurate reports.
- This provided real-time insights into inventory levels, production costs, and sales performance, empowering data-driven decision-making.
Weaving a System of Processes:
- A dedicated customer service department was established, ensuring prompt and personalized attention to customer needs.
- This fostered stronger customer relationships and boosted brand loyalty.
- Stratefix designed a structured training program for employees, empowering them with the skills needed to excel at their jobs.
- A well-defined incentive structure was implemented, motivating tailors to maintain quality while increasing productivity.
Crafting a Strategic Brand Vision:
- Clear job descriptions (JDs) were created, outlining Key Result Areas (KRAs) and Key Performance Indicators (KPIs) for each employee.
- This fostered accountability and improved communication.
- Target boards with order numbers were set up, keeping everyone focused on deadlines.
Blooming Results: A Fashion Fairytale Comes True!
Stratefix Consulting’s intervention yielded a harvest of remarkable results:
Inventory Blossoms:
- An end-to-end stock management system was established, meticulously tracking everything from buttons to threads.
- Improved inventory management and streamlined processes helped Paulmi and Harsh optimize their cash flow. This freed up resources for reinvestment and growth.
- This streamlined process ensured real-time data capture and minimized stock-outs.
From Paperwork to Digital Paradise:
- A comprehensive ERP system replaced the cumbersome paperwork, providing live updates on inventory purchase prices, tracking stock movements, and generating accurate reports.
- This digital transformation streamlined operations and provided valuable insights for decision-making.
- Stratefix’s efforts to enhance brand awareness through website development and exhibition participation resulted in a 30% increase in brand visibility and 20% increase in online sales.
Productivity in Bloom:
- By implementing a daily productive measurement tracking system, Stratefix identified areas for improvement and boosted overall tailor productivity by a staggering 20%.
- Linking production to incentives further fueled motivation, leading to a 15% increase in output.
- A skill matrix identified areas for improvement, and targeted training programs empowered tailors to enhance their skills. This led to a 33% increase in employee satisfaction and a 12% reduction in turnover.
Customer Care Champions:
- A dedicated customer service department was established, ensuring prompt and personalized attention to customer inquiries and concerns.
- This fostered positive customer relationships and built brand loyalty.
Beyond the Bottom Line: A Cultural Transformation
Stratefix Consulting’s impact extended beyond just numbers and processes. They fostered a positive work culture, empowering employees and creating a sense of ownership. Here’s how:
Employee Empowerment:
- By defining clear roles and responsibilities, Stratefix empowered employees at all levels. This fostered a sense of ownership and accountability, leading to increased job satisfaction and productivity.
A Culture of Continuous Learning:
- The training programs implemented by Stratefix created a culture of continuous learning and development. Employees were encouraged to upskill and stay updated with industry trends.
Recognition and Rewards:
- The incentive structure implemented by Stratefix recognized and rewarded employees for their hard work and achievements. This boosted morale and motivated employees to strive for excellence.
Beyond the numbers, Stratefix Consulting’s impact was profound. They transformed Paulmi and Harsh’s business from a struggling startup to a thriving fashion label.
The Future is Fashionable: Paulmi and Harsh’s Offline Expansion
With the online world under their belts, Paulmi and Harsh are ready to take their fashion empire to the next level – brick and mortar stores. Their first flagship store is set to open in the heart of Delhi, a fashion-forward city that’s ready to embrace their unique blend of elegance and modernity.
The lessons learned from their online journey, thanks to Stratefix’s expert guidance, will be invaluable as they navigate the offline landscape. The streamlined systems, efficient processes, and deep understanding of their customers will serve as a solid foundation for their physical stores.
Imagine this:
- A boutique experience: Customers can touch, feel, and try on their favorite pieces, creating a more immersive shopping experience.
- Personalized service: Store associates can offer tailored recommendations and provide expert styling advice.
- Exclusive collections: Limited-edition items and exclusive collaborations will entice customers to visit their physical stores.
The Future is Bright
Paulmi and Harsh’s expansion into offline stores is a testament to their growth and success. With Stratefix’s expertise as a guiding light, they’re poised to become a household name in the Indian fashion industry.
Are you a fashion brand struggling with operational inefficiencies, inventory management challenges, or customer satisfaction issues? Don’t let these problems hold you back.
Ready to embark on your own fashion journey? Contact Stratefix today for a free consultation and discover how their expert team can help you achieve your business goals and elevate your brand.
Together, we can weave a beautiful story of fashion, efficiency, and success.
Let’s partner to create a fashion fairytale together!
Contact us today to find out how we can help you achieve excellence.
