How do you make me feel?

Last evening, I was sitting in a cozy coffee shop watching the rain pour while discussing the plan for the next week with the Indian Rani team...

And out of the blue, I asked one of our team members, "What's so different, after all, about what we do here at Indian Rani?"

"Hmm," he thought.

And then said, "We sell outfits that are unique while making them affordable."

Pat comes my response, "Really? Is that our differentiator? That's it?"

"Um..."

He took a long pause.

Reflecting on how relevant that question is... because when it comes to mass fashion, there's nothing called unique designs. Things get copied left, right, and center.

The fabrics are mostly non-exclusive and available to anyone willing to pay unless, of course, you buy at scale and have an exclusive agreement in place.

So, it's mostly a game of how fast you act, launch, sell, and repeat the cycle—so by the time your products are copied, you are already on your next cycle, waiting for the market to copy your next cycle, and on and on.

So then, are unique designs really a differentiator?

Not really!

The differentiator at Indian Rani is not in what we sell, but in how we sell and, in the process, how we make our customers feel.

It's the feeling.

How we translate those 'happy & positive' feelings to our customers is a combination of our storytelling, brand positioning, and the actual user experience when the customers purchase from us.

But when it comes to fast-fashion brands, unique, quality, years of experience, etc., are NEVER going to be the differentiators.

It's ALWAYS going to be the feelings.

So yeah, our biggest optimization will be to FOCUS on how we make our customers feel.

'The Feel Good Experience' is not something that may be visible from today. It's a time-consuming and ongoing process. But it's something that we have our conscious focus on and is the most important aspect we plan to focus on in the coming quarter and throughout our existence.

This is what will make us different.

The moment we lose focus on this aspect, I know we will just be running a commodity business that will survive for as long as we can acquire customers at a profit or are willing to burn money.