House of Zeniaa, a new venture started by the 23 year old Esha Gupta is a start-up located in New Delhi. Launched in the year 2017, House of Zeniaa provides clothing solutions for the Muslim women. This start-up provides with trendy yet the modest wear for the Muslim ladies out there. This start-up belongs to the fashion retail sector. The House of Zeniaa get its funding from the Bootstrapped.
More about the House of Zeniaa:
The word ‘Zeniaa’ is a Muslim name that stands for ‘flower’. Esha specifically selected this name to attract the customers towards her brand and to target the market. The House of Zeniaa deals in providing the Muslim women with trendy yet modest clothes. The main aim of her start-up was to let the Muslim ladies stay close to their religion and also make them wear trendy clothes.
There are two divisions in her collections being the western wear and the modest wear;
- Western wear: this collection targets the women in the age group of 20 to 35 years.
- Modest wear: this collection targets the women in the age group of 25 to 40.
The price range for both the collections is between 2K to 12K with the average of 4-5K.
How Esha started this venture:
‘Modest wear’ that’s the market term for hijab, burqa and abaya; and according to Esha, it is a major challenge in Indian market to provide them with trend.
“We overcame this through seminars, by participating in events, and personally speaking to our niche audience at events, exhibitions etc. We work with multiple agencies to generate market data apart from regular surveys conducted at colleges like JNU.”
These surveys helped Esha understand the type of fabric that is required to make the modest wear, the prices that it should range between and also it gave an insight in the youth perspective.
“Students think differently; they are more liberated and more experimental. Young Muslim girls were very keen and excited, hearing about these abayas. They were thrilled to know that they could be stylish yet modest.”
“The weather in our country is such that we never launched a winter line for the abayas. Affordability plays a major role in our lines,” says Esha.
According to her, every new product launched has to get feedback from the clients to make alterations and also to understand the audience better.
“We’ve got on-going surveys to achieve the most satisfactory results for the consumers,” she added.
About the competition for House of Zeniaa:
According to this young entrepreneur, they do not have much competition in India but globally. She says,
“Our competitors are the major modest wear brands present across the globe, like Modanisa. We are different from them as our label does not only focus on Muslim women; we also have a contemporary collection focusing on the woman of today. And we don’t just focus on the mass market, we look at customisation as per the likes of each individual,” says Esha.
This brand is available in other Indian markets too. Currently, the brand is targeting the Malaysian and Philippines market. And as of domestic expansion, they are looking out for partners.
House of Zeniaa also has online medium of showcasing her brand that includes Myntra and Zivame. The House of Zeniaa has an omnichannel of marketing. It is also gearing up to start its manufacturing in the abroad too.
About Esha Gupta;
Esha is an English honours graduate from Delhi University and is 23 years old. Esha worked with her father in the media and advertising after her graduation. But, eventually, she followed her passion for fashion and launched her own brand.
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