About Isadora Life: A chic, affordable and effortless lifestyle brand.
Neha Tandon Sharma’s ‘Wrap in 1 Minute Saree’ emerges as a standout innovation in the recent landscape of the Indian fashion industry.
Neha introduced this groundbreaking product in 2019 through her brand ‘Isadora Life,’ backed by a modest investment of Rs 3 lakh. Within just four years, the brand has achieved a remarkable turnover of Rs 1.5 crore.
Isadora Life embodies the philosophy of embracing both beauty and functionality as a brand. The emphasis is on providing comfort and convenience for the everyday woman, allowing her to maintain her authentic self while managing her responsibilities. With a diverse range of pre-styled saris, Isadora Life ensures that its customers can effortlessly accomplish tasks while exuding a polished appearance.
Challenge
Seasonal demand fluctuations are a common challenge for businesses, especially in industries where consumer preferences are influenced by specific times of the year. For a Direct-to-Consumer (D2C) brand Like Isadora, these fluctuations can have a significant impact on cash flow and overall business operations.
- Festive and wedding seasons: Sarees are often associated with special occasions in India, particularly festive seasons like Diwali, Navratri, and Eid, as well as the peak wedding season. During these times, Isadora witnesses a heightened demand and a surge in sales, but this demand is often concentrated in specific months of the year.
- Inventory challenges: To meet the demand during peak seasons, Isadora had to build up its inventory in advance. However, maintaining a large inventory comes with costs, and Isadora could only stock up 15 days of inventory due to limited working capital in hand.
“We experience a dip in demand during the months of June, July, and August—it’s a quiet time for us. But come September, October, and November, we see a surge in demand. Because things were a bit slow earlier in the year, it’s tough for us to go all out and make the most of the crazy demand we get later on due to limited cash in hand.” – Neha Tandon Sharma, founder of Isadora Life
Solution: Razorpay Line of Credit to the rescue
Isadora Life leveraged Razorpay Line of Credit to redefine their inventory management. The impact was nothing short of remarkable—Isadora successfully increased its inventory from 15 days to an impressive 30 days, leading to a substantial 17% hike in sales.
Extended inventory, extended opportunities:
By accessing additional funds through Razorpay Line of Credit, Isadora was able to build up a more robust inventory, strategically aligning with the heightened demand during festive and wedding seasons. This extended inventory not only met the surge in customer orders but also allowed Isadora to capitalise on a broader market, resulting in increased sales.
Impact
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