Leaders

Aayuushi Agarwal, a passionate fashion designer, and Anushka Agarwal, a Fashion Stylist & Photographer with expertise in lingerie designing, have created a unique brand philosophy, specifically for the women on-the-go, back in 2019, in the entity of Erotissch. In a recent conversation with the WE Magazine, Aayuushi and Anushka disclosed with us in detail about their new line of comfortable wear that frees up women to conduct their day-to-day activities with great ease.

Excerpts from the conversation:

Please Tell Us About The Key Facets Of Your Company, Erotissch, That You Would Like Our Readers To Know?

Our unique brand philosophy forms the basis of what Erotissch is. While conducting our market research, we realized a suitable gap in the market of a particular kind of bed to streetwear apparel for women. Bed to streetwear catalogue is basically for the women on the go. When I say women on the go, I imply our target audience, 18-to-35-year-olds, who are most often working women or have multiple commitments to fulfil in a day. They require a kind of wardrobe which is comfortable for them which they don't have to change on every occasion that they have to attend in their day.

Our Kaftan collection comprises all the philosophies that we stand for. Erotissch stands for comfortable bed to streetwear clothing that has versatile and vibrant designs.

The most crucial part is that we have size inclusivity in our line of products. We recently started adding sizes up to 3XL in our designs. We want to launch an entire range of garments that are majorly focused on plus-sized Indian women.

Lastly, we firmly stand against fast fashion, which is again one of the reasons why we are a major attraction, as we are primarily devoted to versatile designing.

Tell Us About The Distinct Line Of Apparel That You Bring Forward To Indian Consumers. Also, Tell Us About How You Have Created A Zero-Waste Business Model.

We are majorly into nightwear and intimate wear apparel. We deal with lingerie, where we specifically make lacy lingerie. We are into nightwear wherein we have recently launched our zero-waist Kaftan line. We are into beachwear, swimwear, loungewear, masks and other accessories. We deal with lacey panties and lacey bras. We cater to inclusivity and currently cater up to XXL which can be expanded to 6XL because that is the demand in the market right now.

“The raw materials which we use is exactly the same as these more prominent brands use. Our qc and design team are constantly working on every step to make sure we always attain the same level of products change”

Our Kaftan range is a zero waste line, and our patterns are very eco-friendly. These Kaftan ranges are again available up to 3XL, which supports the ideology of inclusivity.

Our top-sellers are our masks and accessories categories. All our masks are made out of the waste fabric created out of the products we made earlier. Since we are a new company and started in 2019, we didn't realize that we had a lot of wastage accumulated in our production house. We utilized a lot of the waste material by creating masks during the first wave of Covid. At present, all the waste cloth goes into the creation of masks. This way, we are trying to be a zero-waste business.

What Would You Put Across As The Primary Factor That Is Boosting The Quick Sale Of Your Products?

The prominent feature that drives our sales is the ideology behind the brand. Even when we started Erotissch, we realized a gap between the fashion market, the gap that lies between your in-house wears and out-house wears. Especially with women on go, they need clothing to start their day with and end their day. While creating the entire design line of Erotissch, we enhanced and targeted this particular gap, due to which we have been getting a great response with the kind of designs that we are putting out. We are trying to explore this uncharted territory as much as we can.

In Terms Of Quality, How Does Erotissch Compete Against The Larger And More Popular Fashion Brands? How Do You Ensure The Top-Notch Quality Of Your Products?

Being a new brand, we always look up to the prominent brand names, and we always strive to be better than the popular brands in terms of quality. As of now, we have particular small strengths with us. For our lingerie, especially our panties and the lacy lingerie, we can easily compete in terms of quality with the topmost brands out there.

We only use standard European laces used by companies such as Triumph and La Senza around the globe. We try to source the raw materials directly from the manufacturers. The raw materials which we use is the same as the more prominent brands use. Our QC and Design team are constantly working on every step to ensure we always attain the same level of products.

Talk Us Through Some Of The Short-Term And Long-Term Plans You Have Chalked Out For Erotissch.

At the moment, we have a presence across several online marketplaces, including Ajio, Myntra, Amazon, Flipkart, Shoppers Stop, Little Black Book and our own E-commerce website www.erotissch.com. We are in the process of getting into offline retail as well. We are eyeing the Punjab-Chandigarh strip and the Northeast region. We are also planning to launch our international shipping facility.

For the next five years, we are looking to scale our sales to fetch investments and expand more aggressively within the Indian market.