New womenswear brand Arainna expands online

By

Isabelle Crossley

Published
Sep 4, 2020

Women’s ethnic and western wear brand Arainna is expanding its online presence on its dedicated e-commerce store and multi-brand platforms, with the aim of tapping into India’s booming e-commerce market. 

Since its launch in November 2019, Arainna has launched a dedicated e-commerce store and recently expanded on to a number of multi-brand e-commerce platforms including Amazon India, Flipkart, and Shopify. The brand has also recently increased its social media presence, including on Instagram and Facebook, in order to harness social media marketing to reach more potential customers.

“With a higher percentage of disposable income, wider reach of social media and increasingly affordable mobile data, Indian women are more and more able to experiment with fashion without the barrier of cost,” brand founder, Isha Arora, told The India Saga, about her reasons for focusing on online retail.

“Online shopping has made it convenient to choose an outfit and with brands like Arainna, the whole process of owning a fashionable dress has become a lot more democratic.”

According to Arora, the brand’s main customer base is women aged between 18 to 40 from both metro and more rural locations. Products include kurtas, loose dresses, and separates and the brand also recently launched a line of textile face masks.