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Vartika Punjabi | The Entrepreneurs of India Magazine May 2022

A 24-year graduate from St Xavier’s Mumbai, Vartika Punjabi completed her formal education in 2019 with a degree in economics. She also holds a diploma in advertising and communication at ISDI WPP and a post-graduate diploma in advanced digital marketing from MICA Ahmedabad. She takes a keen interest in luxury brand building, diverse content strategy, social media marketing, and digital communication.

Vartika has also participated in various webinars and panels in association with The IndUS Entrepreneurs, She The People TV, GRAZIA India Magazine, and more to share her growth journey in the digital business space.

“My parents co-founded ADA Designer Chikan Studio as a retail outlet in the early 2000s with the vision of redefining the luxurious craft of Chikankari, for which Lucknow city is famous world-over.” Says Vartika Punjabi, who has been working alongside her parents to further their vision.

The craft of Lucknow Chikan has been synonyms with the city for many-many decades now and people from across the globe visit the city to explore and shop apparel and accessories hand-made by the generational artisans of the city. Chikan exudes luxury in apparel, as it is uniquely available in one geographical location across the world, and because of the extensive craftsmanship that goes into putting together intricate designs with 32 different types of stitches.

With an increasing market share of the digital space in the personal shopping categories, ADAhas expanded its presence to include all major fashion giants including FLIPKART, MYNTRA, AJIO, and NYKAA FASHION. “Today, we are proud to share that our products are being delivered to over 14,000 pin codes globally,” says Vartika.

India, being such a culturally rich and diverse country provides various outlets of creativity to designers and artisans to work with regionally relevant handicrafts and patterns to showcase their specialty. Block printing from Rajashtan, Bandhani from Gujarat, Phulkari from Punjab, and Chikankari from Lucknow are a few examples of regionally identified textile crafts within the country. These unique traditional crafts, when blended perfectly with contemporary fashion provide a great potential-fuelled product, which no machine-made fast fashion brand can come at par with.

She provides the valuable insight that if you can identify one primary USP and drill all your marketing efforts towards it, you will have a brilliant brand your consumers will want to remember.

At the end of the day, personal shopping is all about people purchasing products from other people. Even with the advancing automation technologies, the importance of ‘personal touch’ does not seem to have lessened. With this, people management becomes the most important skill to have as a manager to ensure you identify and place the people with the right skill set, at the right job within the organization to best protect the interests of the brand and its customers.