Odette : A Fast Fashion Brand Where Chic Style Meets Quality & Affordability

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This transformation is led by startups. They are using innovation and technology to rebrand the perception of jute as a modern and stylish option to synthetic materials. The request for sustainable production techniques has seen many startups experiment and produce high quality, design-centric jute products. For instance, some specialize in fashion and lifestyle items, mixing traditional craftsmanship with modern designs, and the others provide goods to export markets by creating biodegradable substitutes of plastic packaging. With the rise of e-commerce platforms, startups now have more power to reach wider markets and create direct to consumer brands. Social media has also played a key role in educating the consumers about the benefits of jute products and therefore increasing demand.

If the recent report from Coherent MI is to go by, the Indian fashion e-Commerce market which was valued at $14 billion in 2023 is expected to grow to $18.76 billion by 2030, growing at a CAGR of 34 percent during the forecast period. While these fine prospects have led to increasing number of fashion e-Commerce brands take birth lately, standing tall among them is Odette. Based in Bengaluru, Odette is the brainchild of Mamta Roy, who founded the company in 2020 with a vision to provide top-notch quality and styles of fashion merchandise at affordable prices. Initially started as an online jewelry brand, the company added bags as a new category the next year, followed by accessories (hair accessories, sunglasses, belts, shoes, watches, bracelets and more), Indian clothing, and then western wear. Today, under the aegis of Mamta, the company has grown exponentially and evolved into ₹100 crore business conglomerate with two offline stores as well.

Exquisite Products Portfolio

As a full service e-Commerce fast fashion brand for women, Odette offers products across a wide range of categories that include Indian Clothing, Western Wear, Indo-Western Clothing, Jewelry, Bags, Accessories, Footwear, Perfumes, and Lingerie & Sleepwear, to name a few. Personalization is one of the primary areas of strength for Odette, wherein the company also provides customers with the flexibility to personalize the products, for instance, in terms of color of the bag to match the outfit, color combinations for embroidery and many more.

Odette is well-known among its customers and the industry for its ability to introduce different styles & varieties of fashion merchandise on a regular basis without sticking to one single style or trend. While the company already has an in-house design team comprising of seven members, it has also collaborated with small external designers and social media influencers who are also designers so that they can also curate a minor collection and help the brand maintain uniqueness and diversity in its design. As a result, Odette has strongly cemented its position as one of the most sough-after online fashion brands among today’s fashionistas in recent times.

“Be it on my own site or any of my marketplaces, I believe in daily nuance and have a dedicated section for ‘Daily Styles’ across all my portals. Thus, we are looking at 35-50 styles each day and at least 1,500 styles every month so that our customers don’t get bored shopping across the same styles. Also, despite being a fast fashion brand, I make sure to retain the classical element in all my designs so that the products that customers purchase from us never become outdated”, adds Mamta Roy, Founder & Director, Odette.

Value-driven Fashion Brand

Odette views customer satisfaction as paramount and is always ready to go that extra mile to ensure that its customers get nothing short of the best across all aspects, be it the products, their quality or styles. Thus, it leverages AI/ML to derive predictions about the kind of colors or designs that might trend in the coming season and accordingly plans its inventory. Additionally, the company’s internal customer service team not only assists users with exchanges or any other queries, but also provides curated product recommendations to the customers. Further, Odette also has stringent quality control measures in place for every product before it gets dispatched to the customers. 

“We don’t have any chatbots and have an actual customer care team to maintain a humane and personal touch in all our communications with the customers. Due to this, we also have had numerous customers contact us asking about the kind of accessories that would go well with their outfit for a particular occasion. Our customer service team then identifies their preferences in terms of styles, colors and accessory type based on their past purchase data and accordingly provides recommendations. This unique capability of maintaining a personal connect with our customer base has been the primary USP for us in the market”, Mamta further explains.

Exploring beyond Horizons

Having recently secured investment funding, Odette has grown by 10x since its inception and plans to aggressively expand its offline presence in the coming days as well. In light of this, the company already has around 50 offline stores lined-up to be opened across India and aspires having 100 offline stores in the next two years. Further, it has also recently forayed into menswear category under the brand name Franco and is looking forward to enter the kids segment in the near future.

“Our men’s high fashion brand Franco is already launched at our stores and will also have its dedicated website functional by October. Going forward, we envision Odette evolving into a lifestyle experience rather than just a brand offering products. While our focus will be towards increasing our online revenue and IPO, our long term vision will be to become the one-stop destination for any fashion requirements in India”, concludes Mamta.