September: Snapdeal, India’s leading value e-commerce platform, today announced the onboarding of two new D2C fashion brands – Rangita and Urban Mark on its platform. Owned by Stellaro Brands, Urban Mark and Rangita focus on serving the affordable & aspirational fashion needs of men and women respectively.
The launch of the brands comes in the backdrop of the growing share of value-conscious buyers in India’s e-commerce growth, who are expected to constitute 73% of the total online shoppers in the next 4 years. A recent study by RedSeer estimates that the number of largely mid-income buyers will triple in size from 78 Mn in 2021 to nearly 256 Mn in 2026.
Urban Mark and Rangita both serve the needs of consumers in the mid-income group, majority of whom live in India’s Tier 2+ cities. The value-conscious buyers targeted by the brands are the fashion-savvy shoppers, who understand trends and seek good quality products at price points that work for them.
The Urban Mark range comprises chic, easy to maintain clothing including smart casual wear, latest athleisure styles and Indo-western apparel items. The clothing range is supplemented by comfortable shoes & footwear for casual use and accessories like socks, hankies, belts and more. Similarly, Rangita targets young women shoppers looking for contemporary Indian clothing options including a range of kurtas, suit sets, dupattas, leggings, lehengas, bottom wear and accessories like daily wear fashion jewelry.
Rangita and Urban Mark’s approach to fashion is based on key user considerations of styling (latest trends), utility (easy maintenance, mix & match options), sizing (Indian silhouettes) and value-pricing. Both brands have developed their collections in line with the real requirements of users. For instance, Urban Mark shirts and t-shirts are designed per changing seasons – from linen-based shirts in soft-colors for summers to snug sweatshirts in solid colors for the winter / autumn season. Similarly, Rangita has incorporated user feedback to design for Indian women paying attention to their preferences like cotton leggings, comfort-fit kurta styles and choices of color or motifs on their kurta or sarees. The Rangita range is made of 100% cotton and viscose, cotton rich blends and varied weaves in rayon fabrics which are Liva certified.
Sharply focused on the value, the entire collection of both the brands is priced between Rs ₹249 to ₹499 price range with various combo packs making shopping satisfactory and wallet-friendly for shoppers. Currently, available exclusively on Snapdeal, Urban Mark and Rangita’s festive collections will be available online in the coming weeks.
- “While requirements and preferences vary from region to region and across seasons, there is immense and growing demand for value-fashion across the country. A large cohort of emerging buyers is looking for the reassurance and consistency of quality usually associated with premium brands, but at prices that meet their budgets. Snapdeal is focused on bridging this by carefully integrating the two most important criteria for a value shopper – quality and price. Both Rangita and Urban Mark are aligned with this approach and we are happy to have them on-board ahead of the festive season starting at the end of this month, said Saurabh Bansal, Chief Merchandising Officer, Snapdeal.
Over the last six months, Snapdeal has expanded the availability of good quality, value-priced options in mega categories like fashion, home & beauty by on-boarding other Stellaro brands like Hometales (home category), Miyuki, Aragma and Nord (beauty & personal care).