Two decades ago, the ethnicwear market in India was highly fragmented, dominated by local boutiques and tailors. These small establishments offered pieces with varying quality and styles, making it challenging for customers to find consistent and fashionable ethnicwear. While there were a few organised players, their offerings were limited to everyday wear, leaving a significant gap in the market for high-quality occasion wear.
Soch was launched in 2005 to bridge this gap in the market by offering a diverse range of occasionwear with consistent quality and innovative designs.
“Our brand brought together an extensive collection under one roof, from kurtas and sarees to exquisite lehengas, catering to various events such as festivals, weddings, and cocktail parties. Soch’s competitive pricing made it accessible to a wide audience, ensuring that every woman could find something special for any occasion,” says Vinay Chatlani, CEO & Co-Founder of Soch Apparels Private Limited.
Comprehensive Information Gathering
Soch makes it its mission to stay informed about market trends and competitor pricing through comprehensive information gathering from both online and offline brands. “Multiple departments, including our front-end operations, sourcing, buying, and design teams, actively monitor trends and perform trend forecasting. Upper management is encouraged to make regular market visits, and we stay abreast of social media, television, and Bollywood influences to stay ahead in an age where consumers are as informed as brands,” explains Chatlani of Soch’s working.
The brand’s diverse collections make it popular among women of all ages, resonating with their personal style. “We have noticed a significant increase in younger women purchasing ethnicwear, reflecting a renewed interest in this category among the youth. This trend indicates a shift in fashion preferences, with the younger generation embracing traditional attire. In fact, about 50% of our customers fall within the 25-35 age group. This statistic underscores our success in appealing to a younger audience,” states Chatlani.
Since its launch, Soch has expanded from working across four categories to now housing over nine different categories, reflecting the brand’s agility in responding to market trends and consumer preferences.
Exponential Growth
In the past 19 years, Soch has become a beloved brand for women across India, retailing across 68+ cities with over 175 stores, with an average store size of 1,400 sq ft.
The brand currently follows a franchise, capital-light model primarily in smaller cities and towns, which allows it to expand rapidly. “Our franchisees bring local understanding that helps us be more personalised, have ease of operations. Other benefits include tailored merchandising advice and established local networks that attract consumers quickly,” Chatlani says.
65% of the brand’s stores are currently in Tier I cities and Metros, and only 35% are in Tier II and beyond, but according to Chatlani, Tier II is important for his brand’s growth. While all tiers, he says, are performing well in revenue generation, but expanding Soch’s reach into Tier-2 cities will be a key driver of the brand’s future growth. “Currently, we service these areas primarily through our e-commerce and omnichannel routes, but we plan to double our footprint in the next three years. We will particularly emphasize expanding our presence in MBOs and LFS in these towns, where we see significant growth potential,” he states.
The brand, which plans to add 25 stores in India by the end of this fiscal, also plans to open 2 more stores internationally in Malaysia, Singapore, or the USA in the same time frame and is targeting 4 to 5 more stores in the first phase of international expansion in Indonesia, Mauritius, the Middle East, and the UK.
Chatlani explains that the growing Indian demographic in other countries naturally generates a demand for ethnicwear as they look for outfit options for celebrations, seeking to stay connected to their cultural roots. “With limited options for authentic ethnicwear available to them, they are inclined to shop from brands like ours that offer the latest collections directly from India. This connection to authentic and contemporary designs makes Soch a preferred choice for the Indian diaspora looking to celebrate their heritage while keeping up with current fashion trends,” he says.
Staying Relevant in an Online First World
Although Soch started as an offline-first brand, it is actively working to stay relevant in an increasingly online-first world. “Our online store has been rapidly growing every year, reflecting a broader trend in the apparel industry where consumers increasingly prefer the convenience of shopping from home. Our online presence has expanded 10X over the last six years,” says Chatlani. He explains that the brand treats its online and offline operations one entity. “The collections available in our physical stores are also available online, ensuring a seamless shopping experience for our customers. We offer the same high-quality and diverse collections online as in our physical stores,” he adds.
The brand boasts a robust Omnichannel capability, which is integrated into its business model.
“We rolled out our omni-channel initiative over seven years ago, providing strong and seamless purchasing options by leveraging the thousands of choices available across our entire chain. This allows customers to access our full range of products, even if they are not available in a particular store. Our stock is available on our own site as well as on marketplace partners. This integrated Omnichannel strategy has led to leaner stock holding and quicker delivery times, which in turn translates into faster and more reliable service,” Chatlani concludes.
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Brand Expansion
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