With no background in silver or jewellery, many would have thought of it as outlandish for an IT professional to enter an alien field. But Karan Bhatia, after going to a b-school, had the entrepreneurial seed deeply sown. Enthralled by the opportunities in eCommerce, Karan landed upon a gap on which he could pounce. “With huge number of customers buying art and imitation jewellery online, they would gradually move to more precious jewellery like silver.” says Karan. “With no strong brands in the online space in silver brands, I clearly see room for something new here.” adds Karan and this is how Erato was conceived.With a team having rich experience in eCommerce marketing and some talented designers and craftsmen who have a mastery in jewellery design, Erato has a strong backbone.
Operational since the middle of January 2012, Erato has amassed more than 3700 facebook fans with a growing following. The price range for the products starts from INR 400 and goes upto INR 4500. The variation in price is mainly due to the amount of silver, kind of gemstone used and detailing in design.
The Mission: With a belief that our jewellery is a work of art and our craftsman nothing less than magicians, we have set out to give the customer not only fine designs but promises that our brand would always stand out for.
Target Market: Women in the age group of 25-35 who have grown out of the phase of junk and art/imitation jewellery and now want something precious and trendy to go with their outfit and style.
Marketing Model: Relying heavily on new age medium to reach the target audience and get visibility, Erato has been promoting aggressively through social media.
“Apart from that we are present on ecommerce portals like 99labels.com and shopo.in.” says Karan. “These are heavy duty portals and not only help us sell our merchandise but give us great visibility everyday to thousands of visitors.” he adds. Erato plans to be present across all eCommerce channels in India before developing their own channel. Erato also has offline presence in Delhi currently.
eCommerce is the way forward for Erato. Amidst much noise and fast growing ecommerce aggregators, there is room for niche ecommerce channels which cater to a single category. Check out Erato’s Facebook Page for more.