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Story of Nidhi Agarwal’s Kaaryah Lifestyle Solutions

By
Nidhi Agarwal, Fouder & CEO, Kaaryah
With an experience of 17+ years, Nidhi Agarwal understood the importance of well fitted, functional, feminine and fashion-forward western formal wear. She believes that, there is the huge scope for start-ups in this space, as the customers are extremely under-served and the need is very large. Thus,Just by virtue of that the number of providers that can actually coming to serve existing customers.

Speaking on the idea behind the launch of Kaaryah, Nidhi, Founder and CEO Kaaryah Lifestyle Solutions, said,
There was a large unmet need for these across age groups, no matter what their occupation was. I therefore focused on bridging the gap between western formals and the Indian silhouette, its perfect fit and a variety to choose from.
Hence, after 1.5 years of market and product related research focusing on challenges with the current set of options available, Nidhi launched Kaaryah in September 2013, aimed towards providing wardrobe solutions that help in discovering not just the perfect fit but also what flatters different body types.
The beginning

One fine day, Nidhi was travelling to attend a meeting and meanwhile at airport she spilled some coffee on herself. She spent hours in malls in search of new shirt, but failed to get any, due to fitting issues.

After conducting a survey among 250 women, she came to know that, she is not the only one facing this size and perfect fit issues and the survey revealed that 80 per cent of women are facing the same problem. Thus, Kaaryah came into existence.
The funding journey

Initially as a start-up Kaaryah struggled for months to get its first round of funding. But nevertheless, Ratan Tata, former Chairman of Tata Sons, has invested an undisclosed amount in Kaaryah.
We are fortunate to have investor associated with Kaaryah such as Mr.Ratan Tata and another gentleman whose name is unannounced for funding, added Nidhi.

 The mechanism of Kaaryah

Kaaryah is focused on the women with busy life style. As far as its strategies are concern, Kaaryah is listed on all marketplaces and also available at Kaaryah.com, to reach out to its TG.

Today Kaaryah is the largest catalogue for shirt, skirts and trousers online and we introduce 150 new designs every month. We are the only brand, globally, that offers western wear in 18 sizes, compared to a global average of 12-13 sizes. Our innovative What’s my Size Algorithm, promises up to 85 per cent accuracy in sizing.

Nidhi informed that the venture has grown 15 per cent month on month without any marketing, so that should be indicative of response it’s getting.Karyaah has been receiving around 45-55 per cent of transaction from non-tier I cities.
Our vision is to make Kaaryah one of the largest brand for western non-casual wears for Indian Women. We will keep focusing on our vision and try our best to get as close as we can concluded Nidhi.
This article was earlier published on Indian Media Book http://www.indianmediabook.com/startup-of-the-week-nidhi-agarwals-kaaryah-lifestyle-solutions/
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