Madame's Mar-Com Head Sumedha Jain on Leading the Fashion Brand's Foray into E-Commerce

By: Sumedha Jain, Marketing & Communications Head, Madame

Sumedha Jain is a mission-oriented Marketing and Communications Head at MADAME. Ever since joining MADAME in 2017, Sumedha has played an instrumental role in strategizing and driving integrated marketing and communications campaigns from end to end for the D2C market for the Jain Amar group. She has launched MADAME’s online shopping portal glamly.com. Her collaborative approach and mentoring skills have enabled the team at MADAME to deliver results that often exceed expectations. She is versatile with an ability to get her team to help achieve organizational goals and objectives. She also handles the CSR initiatives for the group.

She is also passionate about art and likes to try new forms of art. She often participates in various exhibitions around the globe.

In a conversation with Women Entrepreneur India magazine, Sumedha speaks about her views on the Indian marketing and communications industry’s evolution, her experience of launching Madame’s e-commerce platform and much more.  

The importance of marketing and communications has grown immensely in today’s digital era. In your opinion how has the said industry evolved to leverage technology trends?

With the rise of technology, the marketing and communications industry has undergone a significant transformation. The use of data analytics, social media, and digital tools has become imperative to create and execute a successful marketing campaign. The industry is now able to target specific audiences, personalize content and measure performance in real-time, which has led to more effective and efficient marketing strategies.

Madame has been at the forefront of this evolution, as seen in our recent launch of the digital clothing store at the PARIZ Metaverse in collaboration with Trace Network Labs and our collaboration with prominent celebrities like Shanaya Kapoor and Tara Sutaria.  The integration of technology has allowed us to create unique and personalized experiences for customers, which has been crucial to the growth and success of our brand.

You came on-board Madame in 2017 and drove the company’s foray into the world of e-commerce through the launch of glamly.com in 2018. Take us through the ideation process for glamly’s launch.

When we started to think about e-commerce, we wanted to create a platform that was more than just a shopping site. We wanted to create a community where fashion enthusiasts could connect and engage with each other, share style tips, and shop for the latest trends. We believed that this would not only increase engagement but also lead to higher sales. We spent a lot of time researching our target audience, their online behaviors, and preferences, and created a platform that resonated with their needs. The ideation process involved close collaboration between different teams to ensure that we were delivering a seamless and user-friendly experience.

What did you hope to achieve through glamly and how has the platform helped the brand’s growth in the market?

Our goal for Glamly was to provide a comprehensive online shopping experience, where customers could not only purchase products but also get styling advice and access to curated content. We wanted to differentiate ourselves in a crowded market by providing a unique and interactive experience for our customers. The platform has helped us achieve significant growth and increased engagement with our customers. We have been able to expand our reach and connect with customers across India and beyond, which has led to a significant increase in sales.

The Indian fashion retail market is rather cluttered with the entry of various brands. In such a scenario, how do you ensure that brand Madame maintains the right connect with its consumers?

In a cluttered market, it is essential to stay relevant and engaging with our target audience. We achieve this by consistently delivering high-quality products and services and being at the forefront of trends in the industry. We focus on building a strong brand identity and fostering a sense of community around the brand. Our customer-centric approach enables us to gain valuable insights and feedback, which helps us to create personalized experiences and build long-term relationships with our customers.

In your opinion what are some tenets to follow in order to design a successful marketing campaign for an Indian fashion retail brand?

In my opinion, successful marketing campaigns for Indian fashion retail brands must be based on a deep understanding of the target audience. It is crucial to stay relevant and be at the forefront of trends in the industry. Creating engaging and personalized experiences, telling a compelling story, and building a community around the brand are essential to building long-term relationships with customers. A customer-centric approach, attention to detail, and a willingness to experiment and innovate are key tenets to designing a successful marketing campaign.

How do you foresee the Indian communications and marketing industry’s evolution in the next few years? Which industry trends will create the most significant impact on the said industry?

In the next few years, I believe that the Indian communications and marketing industry will continue to be heavily influenced by technological advancements, particularly in the areas of digital marketing, social media and e-commerce. Artificial intelligence and machine learning are also expected to play a larger role in creating more personalized and targeted marketing campaigns. Additionally, there will be a greater emphasis on sustainability and ethical practices, which will require brands to re-evaluate their marketing strategies to align with changing consumer preferences. Overall, I think that the industry will continue to evolve and adapt to changing consumer needs and preferences, and those brands that are able to stay ahead of the curve and embrace new trends will be the most successful in the long run.