Brand Founded By Mompreneur To Sell Artisan Made Ethnic Wear
Noida-based Ipsita Dash, a mom founder, has built a platform to sell artisan made ethnic wear and products — 6 Yards And More, where dreams are woven with threads of passion.
The idea’s background
Ipsita, along with an engineering degree, holds a degree in Fine Arts. She worked for 12 years in multiple corporate companies before deciding to take a break, post birthing her second baby. But the mother of two did not find being a stay-at-home, non-working mom her life’s calling.
Dash always had a flair and keen interest in fashion. She saw the Indian handloom industry, of a rich cultural heritage, have traditional weaving as a dying form of art. The mom entrepreneur felt that there was a need to give these weavers a platform where they could display their exclusive handcrafted products. And in 2016, Ipsita along with her sister founded 6 Yards And More. As the name suggests, it signifies the handloom creation of sarees and other associated ethnic wear.
The fashionista mom chooses and only shops for clothes that describe and compliment her personality. This freedom to choose, through her start-up, she wants every women to have, where they can buy apparel that suit their personality and taste. The brand’s customers can choose the fabric material; for eg – Ikat Pochampally, single Ikat, Double Ikat, silk cotton, complete silk, complete cotton, etc, and as well have a flexibility in choosing the design or pattern according to their budget.
Ethnic wear and products curator brand
Buzzing with new and repeat customers, 6 Yards And More has hosted more than 20,000 products on their brand pages of Facebook, where they receive most of their orders, Instagram, and WhatsApp. Their product offerings include sarees, suit sets, fabrics, dupattas, stole, and other artisan made ethnic wear. They not only sell wearable products, but also home decor, home furnishing, sling bags, and much more. The brand boasts of all products being handmade by Indian weavers and artisans.
The brand caters to all income groups with a bulk of their products priced between Rs. 700 – Rs. 1,200, the most expensive being sarees, like Patola, that costs around Rs. 28,000. Apart from affordable pricing for the customer, the mompreneur strongly believes in fair pricing for her weavers as well, whereby giving a major chunk of the monetary portion to them. These weavers are spread across the length and breadth of the country.
Initially the target audience were women of around the age of 25 years. But they were pleasantly surprised when women of all ages, between 18 – 65 years, contributed to the brand’s revenue. Ipsita attributed this to the reason that every customer is delightfully spoilt by choices. When a person shops from 6 Yards And More, he or she can curate products by choosing different parameters of clothing like colours, weaves, fabric, and budget. To have a customer-choice feature included in online shopping is considered to be one of the brand’s USP.
“There are many competitors in the e-commerce space, but we have our differentiated brand USPs that make us stand apart. Before the lockdown we participated in multitudes of exhibitions. The connection we have built with our customers in these 4+ years, with a strong presence in the offline space, has helped us bond with them like no other. Also, we almost never had a customer returning us a purchased product, as we always perform a quality check before the delivery to the customer.”
Surely, ‘I Boss Mom’
The mom entrepreneur maintains a balance between her personal and professional life by time management.
“Being your own boss does give an advantage to define your own timelines. I have a planned schedule that allows me to wrap-up work by the time my kids are done from school and their evening play-time. My two kids and business, which also is my baby, needs a good deal of time and effort. My spouse has been the driving force in starting my entrepreneurship journey. The kids have never seen me sitting idle, so they were happy seeing me work. In fact they even try to help in whatever way they can.”
The Boss Mom based on her experiences with moms or mom-to-be, says,
“A mothers’ instinct works wonders. If your instinct tells you to work towards something you wish for, then definitely go for it. But there will be a constant juggle between home, family, kids, and work. So, it is important to love your work, be it being in a job or to take the plunge for entrepreneurship. Always follow your heart and work with utmost passion.