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Every growth & steps towards success

A consolidated one-stop ethnic fashion bootstrap, Thread Sutra is amongst the first ones that aimed to cash in on India’s ‘Digital Gold Rush.’ With sheer perseverance and a scintillating skill-set, Awinash Pandey & team members, founder of Thread Sutra, has carved its own niche in the online fashion segment. Once a small start-up, this company now has its roots at around three hundred countries across the globe.

Every growth & steps towards success

Tuesday June 19, 2018,

4 min Read


What according to them is the key to their success?

Focusing keenly on enhancing their efficiency to the highest global standards, the company strongly believes that team coordination is the key to their success. Although initially the level of investment was not so high and Thread Sutra could not afford a large team, the company ran seamlessly like a well-oiled machine. It always preferred quality over quantity, the force was less in number but was fully reliable and efficient. The team was guided towards innovation uniqueness. When we asked Awinash Pandey why is innovation important to him, he promptly replied: “if it’s not fresh and quirky, why will one choose you over the others?”

What sets Thread Sutra apart from the others?

One important aspect that really sets Thread Sutra apart is that while the other upcoming labels were busy blowing holes in the pockets of their customers, it chose to remain true to its fundamentals and customers by providing them with the best quality at reasonable prices. Thread Sutra took a stand of its own and proved that luxury can come at reasonable prices too.

Avinash Pandey was completely resolute in providing his customers with the premium quality, but at reasonable rates, to accomplish this, the best option he could find was to do a complete research of the market. He traveled from place to place to find the finest of raw materials at the cheapest cost in order to fulfill his goal. Accurate analysis and mathematics analogy really are important to Thread Sutra, and these two factors led them to achieve its objective to provide high-end quality at humane prices.

What really worked for them?

One great advantage Thread Sutra had was their background. Being Indian came as a blessing for them since it gave them a deep understanding of the products they were creating. No one can comprehend the designs, the fabrics and the processes that are crucial in curating traditional Indian clothes with this perfection, other than the natives themselves. Being brought up in some culturally rich surroundings, where ethnicity was valued and treasured, Awinash & Ajeet had acquired an acute sense of designing which really helped him in making Thread Sutra a success.

What are their strengths? What made them become huge in the online fashion segment?

Every fashion enthusiast knows that fashion is never a constant affair. It changes from generation to generation, decade to decade, year to year, month to month and week to week. It is therefore important to update the designs and keep up with the time. Thread Sutra is doing exactly that.

We have moved into an era where we don’t have time to wander market, explore the fashion. We follow fashion blogs, look at the celebrities and models and try to inculcate and accept fashion. So, what one needs is a mediator who can connect their world to the latest fashion. That is why today online shopping has become an integral part of everyone’s life. Some of us shop once a week, some of us shop once a month, some of us shop once in three months, but most of us are occupied by it. Thread Sutra has made the life of the people easy. If it's trending, it’s there on Thread Sutra.

How do they manage to ensure perfection while also following all the ethics (laws and all)

Perfection seems synonymous with Thread Sutra. It's something that has made it rise high in stature and created its own class. Lots of marketing and sales expert ponder behind the huge success story of this e-shopping company. It has gathered so many appreciations and other good reviews only because of the perfection. What Thread Sutra does is that they do everything with precise and smooth finishing. Thread Sutra is also known for innovation. But this should be kept in mind that the designs that they introduce in the public domain are tested by the models. It reaches to you after complete thought process and all-around thinking. There are other things that are never overlooked. Each and every product is quality assured and verified. This whole set is therefore self-explanatory. The perfection that they have achieved is a summit in itself an inspiration for others.

What’s different that they offer?

If every company offers the same quality and same design. Then there would be no competition. But we live in a world where we fight every day. Especially in business, you either need monopoly rights or you need to update yourself. Thread Sutra is keeping up with the market and trend. They offer an array of designs, embroidery, and style. They have revolutionized the fashion market. They give products with the best finishing, quality checked at an affordable price. They also provide customized designs.