itrana is a clothing and apparel brand. Launched on 6th Aug 2021 by Komal and Gayatri, the Yadav duo. We noticed some amazing things on their Instagram Brand Page. About 123 posts, 243 followers and averaging 30 likes per post within two months! This is an impressive organic growth. Unique designs and a quirky brand name.
Ques – itrana is a very strange choice for a brand name. How did it come to be?
Ans – Yes, in this part of the world itrana is used in a negative or snobbish way. It is also a taunt used towards people who dress up a wee bit more than the society average. A literal English meaning is to flaunt oneself though the correct translation would be glory. Older people a few generations ago would use it as an alternative to tareef.
Today, however, itrana is used to judge a person by the way he or she dresses. As an insulting comment it is aimed at women and girls. But our choice on this as a brand name comes from the idea that many brands today use negative criticism and dark humour as a marketing strategy. Take the example of the recent launch of iPhone 13. As soon as an Apple launch event is announced, the internet is flooded with hundreds of memes, all making fun of Apple and their products. Instead of refuting them Apple almost chooses to ignore and instead adds fuel to it. That actually helps Apple with more free publicity.
This is what we read as management case studies during MBA. With itrana we got to try it out for our brand and it has worked till now.
Ques – So is negative publicity your marketing strategy?
Ans – No, not at all. It is a part of our business plan. A word which can be pronounced easily and remembered. So when the initial shock and surprise wears off, the name is remembered forever. But the main part of our client approach is providing the right fabric and exclusive design. itrana focuses a lot on type and quality of fabric which otherwise customers do not have much choice elsewhere. In our detailed session with the customer we finalised a design for the lady.
We began with a small inner circle of friends and relatives. The response we got gave us confidence. Then we started looking for other options to increase our customer base. To begin with it is a good idea to rope in your friends and relatives for orders. But after some time, this source runs out. At that point we need to expand. We thought about reaching for potential clients online. Thanks to our unique designs we were able to establish presence on Instagram. Slowly but surely we will expand our reach to get online orders.
Ques – So you are expanding. What are your future plans?
Ans – Due to the lockdown people were not able to buy clothes. They were not able to attend functions and festive occasions. This is the business opportunity we want to cash on. There are lots of clothing brands in the market. But most of them focus on ready to wear clothes. Then there are designers who take custom orders but focus only on stitching. We want to make a difference by focusing on the quality of cloth. We also give more attention to the sit-in with clients to understand their needs and whats on their mind. There are also many clients who want to gift a particular design to their friends and relatives. That also is a huge opportunity.
People dress up not just for outer appearance. It is part of who they are. Attire defines personality. It is the major part of the presentation. itrana aims to make a woman feel beautiful.
https://www.instagram.com/itrana.ncr/
I am Manisha Yadav, Founder and Ideologue of Narisakti. MBA Student and Digital Marketing expert, I take your brand online and help you reach more customers.
