Monamaar, loosely translated into “my heart” in Bengali, is an ode to traditional Indian craftsmanship. Founded by Arpita Bhattacharya, Monamaar began as a passion project to bring ethnic sarees, kurtis, and ornaments to women across India. From a humble Facebook page with a small but loyal audience, Monamaar has grown into a mammoth company with three websites, a physical store in Kolkata, and a growing customer base.
Monamaar’s uniqueness lies in its commitment to handicrafts. The brand collaborates directly with weavers from across India—from the Gulf of Kutch to Shantipur in West Bengal—crafting exclusive designs that reflect the rich diversity of Indian culture. Their products, which range from ethnic wear to complementary gold-plated accessories, aim to touch the hearts of their customers, combining premium quality with budget-friendly pricing.
With a goal of reaching ₹35 crore in annual sales and expanding globally, Monamaar is steadily transitioning from a COD-driven model to a robust online and offline presence backed by digital payments. However, their journey wasn’t without its hurdles.
Early Challenges
- Building Trust in an Emerging Brand
Initially, Monamaar faced problems gaining the trust of its audience. With no proper website or recognized payment infrastructure, most transactions were cash on delivery (COD), which impacted customer confidence in the Monamaar brand. - High RTO Rates
The COD model led to increased return-to-origin (RTO) rates, which is a common problem in COD orders and results in revenue losses and logistical inefficiencies. - Optimizing Payment Volumes
Initially, a mere 5%-7% of their orders were prepaid. This reliance on COD created cash flow challenges and hindered growth. - Payment Gateway (PG) Issues
Monamaar’s initial reliance on another payment gateway for online payments led to technical issues and frustration. They needed a reliable and seamless payment solution to support their growing operations.
How Razorpay Weaved Payment Efficiency
Razorpay’s innovative solutions proved to be the missing thread, transforming Monamaar’s payment infrastructure and driving them towards a bigger business model:
- A Trusted Payment Gateway
Razorpay’s seamless and secure payment gateway instilled trust in Monamaar’s audience. With a structured PG setup on the Monamaar website, customers felt confident making prepaid purchases directly through the website. - Transition to a PG-First Model
Razorpay enabled Monamaar to shift from a COD-heavy model to a predominantly prepaid structure, reducing RTO rates significantly and improving cash flow. - Customized Support and Proactive Account Management
Razorpay’s account manager provided proactive support, ensuring smooth onboarding and prompt resolution of technical issues. - Scalability and Integration
Razorpay’s platform is easily integrated with Monamaar’s websites, handling the increasing payment volumes seamlessly. Its recognizable branding further boosted customer confidence in Monamaar as a trustworthy business.
Making Waves with an Improved Payment Infrastructure
- Revenue Growth: Monamaar’s revenue skyrocketed by an astounding 20x in just 3.5 years, fueled by Razorpay’s seamless payment infrastructure. This exponential growth transformed Monamaar from a Facebook page to a well-known brand, proving that the right payment partner can be a game-changer. Razorpay didn’t just process transactions—it powered a revolution in how Monamaar scaled its business.
- Improved Conversion Rates: With Razorpay’s trusted gateway, Monamaar’s shift to a prepaid-first model unlocked a surge in conversion rates, turning hesitant COD buyers into confident prepaid customers. Razorpay’s intuitive interface and secure experience eliminated payment friction, converting more clicks into loyal customers with every transaction.
- High Success Rates: After integrating the Razorpay payment gateway over 3 years ago, Monamaar has experienced high transaction success rates, which has contributed to smooth operations and minimized payment failures.
Conclusion
Monamaar’s journey from a Facebook page to a huge handicrafts brand is a testament to the power of passion, craftsmanship, and the right partnerships. By choosing Razorpay as their payment gateway, Monamaar overcame trust deficits, reduced RTO rates, and transitioned to a scalable, prepaid-first model. As Monamaar sets its sights on becoming a 35 crore company and expands its presence globally, Razorpay continues to be a reliable partner, empowering the brand to touch more souls through its handcrafted treasures.
