Alright – Ecommerce has gone mainstream in India and while actor Neha Dhupia/Shilpa Shetty and Ajay Devgan has forayed into ecommerce ventures, cricketer Zaheer Khan has invested in a new brand ‘Sher Singh’ launched by online retailer Exclusively.in Inc.
As per reports, the bowler will also be the brand ambassador for the newly launched label that is eyeing $100 million (about Rs 500 crore) turnover globally in the next two years.
“From the brand Sher Singh we are targeting sales of about $100 million in the next two years and for the group overall that includes business from Exclusively.in we are aiming for $200 million turnover in the next three years”
Exclusively.In earlier pivoted from members only to traditional ecommerce site and has recently launched Sher Singh fashion label that includes lifestyle products (men and women include T-shirts, trousers, polos, shirts, dresses, saris etc).
The smart move is to bring enough incentives for celebrities (to endorse the brand plus invest in them) and importantly, create fashion labels under one umbrella brand. That is, move out of the ‘echo-chamber’ of ecommerce, which has traditionally been selling whatever is available and hasn’t really ‘created’ fashion labels.