Eyewear startup Glassic harness WhatsApp for growth

The eyewear brand Glassic is growing fast and attributes much of its success to WhatsApp for helping them to grow in the mid-range eyewear segment.

Glassic is growing fast and attributes much of its success to WhatsApp - Glassic- Facebook

Glassic recently received a big publicity boost when they were cited by the COO of Facebook as a prime example of how brands are using WhatsApp to grow their business. “We’re very thrilled that Sheryl Sandberg, the COO of Facebook, cited Glassic as an example of WhatsApp Business in her post,” said Kailash and Devesh Nichani in a Facebook post. On February 12, the brand’s customer number crossed the 12,000 mark according to its founders, an impressive total for a brand that started a year and a half ago.

According to WhatsApp, the messenger app currently has 200 million monthly active users in India and 80 percent of Indian small and medium sized businesses think the app has helped them to grow their business. “We had realised that WhatsApp was a quick and efficient system than email to communicate with our customers,” Kailash Nichani recently told Your Story after they signed up for the app’s beta testing last year.

Using WhatsApp has allowed the brand to communicate better with customers but what has helped them to secure sales has been their ability to find a whole in the eyewear market. “The sub Rs 4,000 category has low quality and [a] scattered product range, while the Rs 4,000 plus category has a red ocean of brands. We wanted to bridge these two markets," said Kailash Nichani. The majority of Glassic are priced under 3,000 rupees but the brand maintains that quality is not compromised.  “We have very strong unit economics,” stated Kailash.

Glassic was founded in June 2016 in Bengaluru by Kailash and Devesh Nichani and has so far completed its seed round of funding.

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