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Kitchenware Online at Jolivi.com

Meghna Chhabria
4th May 2012
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What started off as www.smartindimoms.com focused on providing quality content by and for mothers (across smart home, recipes, children, careers, money matters and time saving tips categories), culminated in JoliviMag.com and Jolivi.com.

Smartindimoms was renamed JoliviMag with an increased focus on healthy food, recipes and utility of kitchenware. Jolivi.com, on the other hand, is an online portal with a large range of premium and international brand kitchenware in the country and the current focus of this article.

This culmination resulted out of a comprehensive online survey among mothers/women to understand their purchase preferences and wish list out of the current market offerings. “We found out that they were not able to find any store that provides a wide range of kitchenware. Also, as compared to categories such as apparels, shoes, jewellery and gadgets, the touch and feel factor of kitchenware is low. So, we decided to start Jolivi, which means Beautiful Life!” says Ranjeet Kuberkar, Co-founder & CEO at Jolivi.

Jolivi has 813 registered users in the 3 months since its launch and nearly 22,000 visitors, with a daily average of 250. They get 2-3 orders per day with a single transaction order value as high as Rs. 9,000. “We are happy to share that we achieved this with a near zero marketing budget. We are getting good traction from all metros, tier I and some tier II & III cities as well,” says Ranjeet.

"Our focus is very niche. We are continuously providing new and informative content to our customers through our portal. Kitchen is the heart of a home and we want to make it a fun and relaxing place, for a beautiful life,” says Ranjeet.

Currently, Jolivi has a team of 7 people operating from Mumbai and Bangalore. Ranjeet has an MBA from H

EC Paris and over 9 years of international experience in IT and Strategy Consulting at Bain & Co-Middle East, Citigroup-UK and TCS. He has also co-authored a test-preparation book "Word Power" published by TATA McGraw-Hill. Priyanka Bhandari, Co-founder at Jolivi, has over 5 years of Management Consulting experience at E&Y and Analysys Mason with an MBA from Symbiosis Institute of Telecom Management.

As per industry reports, currently, the total kitchenware market in India is USD 3 billion and is expected to be USD 5.7 billion in the next five years. To target this market, they are mainly using social media. “Facebook has really helped us reach out to like-minded people who love food and their kitchen. We have got most of our customers through Facebook. We also do SEO activities, email marketing, distribute pamphlets at select places and have partnered with different companies to provide co-branded coupons and other promotional offers,” says Priyanka.

Currently, they have an asset sale revenue model. They earn revenues through the sale of products from their site and other partner sites. However, once they have a larger customer base, they may explore other revenue sources (ads, specialized online campaigns, platform for new product launches, etc).

Although the kitchen products’ demand has been driven by “functional” needs so far, consumer preferences are

changing in recent times. The consumer demand for kitchen products is now primarily driven by three key trends: convenience & comfort in application, increase in health consciousness and inclination towards more stylis

h products. The consumers are more and more willing to buy these products online as e-commerce provides them with the convenience of buying from home and a wide variety of brands and products. “The e-tailing market is growing at a CAGR of 70% and is set to touch USD 70 billion by 2020. Currently, most of the companies are moving from being specialized players to general players. However, we believe that as the market matures, new specialty stores like ours will be better able to serve the varied needs of customers in a particular category,” says Priyanka.


“We are getting increased acceptance from customers as they regularly buy from us after their first ‘jolivicious’ experience. Our sales have been increasing by over 100% every month. We aim to be the one stop online portal for consumers to buy from a wide range of premium and international kitchenware and find high quality information about recipes, healthy food & utility of kitchen products. We plan to provide a marketplace for chefs to sell kitchen products recommended by them. We also want to be an online partner of choice for international premium kitchenware companies willing to set-up office in India,” concludes Ranjeet, on a positive note.

For more on Jolivi, visit their website, here.

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