A couple of months ago we had featured an exclusive ecommerce site for cars and accessories. Continuing with the niche theme, Jolivi.com is another niche play targeted at kitchen appliances and accessories.
Even though a demand for kitchen products 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 stylish products. Add to it the convenience of buying from home and you have Jolivi.com.
Jolivi has all the hardware that you would need to buy for your kitchen and dining table, except the modular kitchen and the dining table of course. Arranged in easy to navigate menus at the website, Jolivi.com is a simple, yet brilliant idea that would add fun to the heart of your home–the kitchen.
Jolivi also offers you a few ideas for gifts related to the kitchen. If you are confused with the options available, you may rather buy a Jolivi.com gift certificate, ranging from Rs 500 to Rs 5,000. (For more general gifts or vouchers, try giftyaar.com or badhai.in respectively, as we featured earlier.)
Jolivi has an e-magazine, at JoliviMag.com, that gives you tips on cooking, recipes in text and video, quality content across smart home, children, careers, money matters and time saving tips categories, targetted at women, the rulers of kitchens.
Jolivi.com is a strong team of 7 people (including two office/delivery boys) operating from Mumbai and Bangalore. Ranjeet Kuberkar and Priyanka Bhandari are the co-founders. Sai Sarkar is VP – Operations and Customer Care. Keshav and Diren are our category management experts.
Here is a QnA with about Jolivi cofounder, Priyanka Bhandari’s:
PI: What led to the conception of Jolivi.com? When was it launched?
PB: We started with smartindimoms.com, which was focused on providing quality content by the mothers and for the mothers across smart home, recipes, children, careers, money matters and time saving tips categories. We then did an 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 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. This led to the birth of jolivi.com on 26th January 2012.
PI: What does Jolivi mean?
PB: Jolivi has its roots in French, and means beautiful life (joli + vie)! We want to make people’s life beautiful by making their Kitchen a fun and relaxing place. We bring premier and international quality Kitchenware at customer’s doorstep. Our mother-focused content portal www.smartindimoms.com is now renamed as www.jolivimag.com with increased focus on healthy food, recipes and utility of kitchenware.
PI: How much business do you do currently? What has been the traction?
PB: We have nearly 800 registered users in 3 months organically. In March we had ~ 10,000 visitors with 250 to 650 daily visitors. Our revenue is increasing by more than 100% on a monthly basis. We get 2-3 orders per day with single transaction order value as high as Rs. 9,000. Our repeat customers are increasing as a validation of our business proposition. We are happy to have achieved this within the near zero marketing budget that we have.
PI: Not many people have heard of Jolivi. How are you marketing it?
PB: We are mainly using social media. 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. We are in talks with some complementary websites for partnership.
PI: How do you source your products? Are you tied to some specific brands?
PB: We source our products through brands’ distributors. We also have a small warehouse in Bangalore. We currently have 41 brands – both Indian and international from Australia, New Zealand and some European countries. We are focused on providing niche premium and international brands to a wider audience.
PI: Do you see any competition from the various e-commerce sites in general or any niche e-shops in particular?
PB: There are many bigger brands than ours – zansaar.com and fabfurnish.com, but they have a different focus – broadly home and garden. Our focus is very niche and we want to provide our customers with largest range of premium and international brand kitchenware in the country.
We aim to be the one stop online portal for consumers to buy from a wide range of Premium Kitchen Products and find high quality information about recipes, healthy food & utility of kitchen products. We also want to provide a marketplace for Chefs to sell Kitchen Products recommended by them. Kitchen is the heart of home and we want to make it a fun and relaxing place, for a beautiful life.
PI: What advantage does connecting with Facebook provide?
PB: Connecting with Facebook helps our visitor to register their email addresses with us faster.
Facebook is our main advertising platform. It has helped us to build an online community of like minded people who love food and their kitchen. We have got most of our customers through facebook.
PI: Future plans?
PB: We plan to provide the largest online catalogue of premium and international brand kitchenware in India and enhance our website with more features such as loyalty schemes and referrals. We are continuously adding different brands, never seen before in India, to our portfolio. We will continue to take appropriate action on the feedback received from our customers, be it regarding adding new products or expanding the delivery areas.
We want to add more method and glamour in listing our products and build a vibrant online community through high quality content and discussions around food and kitchen. We would associate with one or more chefs and food experts by selling kitchenware recommended by them. We plan to open more warehouses in near future that will help us reduce our delivery time.
Niche e-commerce sites are doing well these days. If large com shops are like departmental stores or huge malls if you will, these smaller ones are like pretty little boutique shops. Very similar to the brick-and-mortar boutiques, these may not get hugely popular with the masses, but will ultimately find a large enough customer base to be self sufficient. You are looking for a particular kind of merchandise, you have a one-stop-shop for that, for a different line of products, a different website. What do you think? Are these niche sites sustainable in the long run?
If you are on the lookout for convenient shopping coupled with healthy cooking, stylish and design efficient products, give jolivi.com a spin and share your comments.