Rangita Expands Ethnic Wear Offering with New Omnichannel Store in Secunderabad

Table of Contents

1. Key Highlights:
2. Introduction
3. The Vision Behind Rangita
4. An Omnichannel Retail Strategy
5. A Focus on Expansion
6. Crafting a Contemporary Ethnic Wardrobe
7. Consumer-Centric Approach
8. The Role of Festive Season in Retail
9. Sustainability in Ethnic Fashion
10. The Future of Ethnic Wear

Key Highlights:

• Rangita has launched a new retail omnichannel store at AMR Mall in Moula Ali, Secunderabad, just in time for the festive season.
• The brand aims to provide trendy ethnic wear starting from ₹399, blending traditional styles with modern sensibilities.
• Following successful store openings, Rangita plans further expansion in Tier 1 and Tier 2+ cities across Andhra Pradesh and Telangana.

Introduction

As the festive season approaches, consumers are on the lookout for stylish yet affordable ethnic wear to celebrate occasions like Rakshabandhan, Dusshera, and Diwali. In response to this demand, Rangita, a contemporary ethnic wear brand from Stellaro Brands, has launched a new omnichannel store at AMR Mall in Moula Ali, Secunderabad. This new outlet is not merely a retail expansion; it signifies Rangita's commitment to redefining the shopping experience for the modern Indian woman. With a focus on design, comfort, and affordability, Rangita aims to become a go-to destination for ethnic fashion, combining traditional styles with contemporary flair.

The Vision Behind Rangita

Rangita was established with a clear vision: to provide the modern Indian woman with a wardrobe that reflects both her cultural roots and her contemporary lifestyle. The brand offers a wide range of clothing options, including kurtas, sets, dresses, and bottoms, all designed to be both fashionable and comfortable. Starting at an accessible price point of ₹399, Rangita is committed to ensuring quality ethnic wear is within reach for women across Bharat.

Himanshu Chakrawarti, CEO of Stellaro Brands, emphasizes that the new store in Hyderabad represents more than just geographical expansion. "It reflects Rangita’s growing resonance with women seeking style, comfort, and affordability, all under one roof," he stated. This philosophy is evident in the careful curation of their collections, which aim to meet the diverse needs of their customers.

An Omnichannel Retail Strategy

Rangita's approach to retail is strategically designed to create a seamless shopping experience. The brand operates both online and offline, making it accessible to a broader audience. Their products can be found on leading e-commerce platforms such as Amazon, Myntra, Nykaa, Ajio, and Tata Cliq, as well as on their own website, www.rangita.com. Additionally, Rangita is tapping into the quick commerce sector by partnering with platforms like Zepto and Knot, ensuring that customers can access their favorite ethnic wear with just a few clicks.

The physical store experience at AMR Mall is crafted to be inviting and engaging, competing with more upscale brands. Rangita aims to create a premium shopping environment while maintaining affordability, making it an attractive option for consumers who appreciate both quality and value. The store layout, product displays, and customer service are designed to enhance the shopping experience, aiming to encourage repeat visits and customer loyalty.

A Focus on Expansion

Rangita's expansion strategy is geared towards Tier 1 and Tier 2+ cities across Andhra Pradesh and Telangana. With successful launches in locations like Mantra Mall, DSL Mall, Odeon Mall, and GSM Mall, the brand is poised for further growth. The goal is to establish a robust network of omnichannel retail stores that can provide women across various regions with beautifully crafted ethnic wear.

The brand's focus on achieving store-level EBITDA profitability across its existing locations has laid a solid foundation for its ambitious growth plans. By prioritizing high-footfall locations, Rangita ensures that it remains visible and accessible to its target audience. This thoughtful approach to retail positioning is crucial for capturing the interest of consumers who are increasingly looking for value in their shopping experiences.

Crafting a Contemporary Ethnic Wardrobe

Rangita's product offerings are designed to cater to the evolving tastes of modern Indian women. By blending traditional aesthetics with contemporary styles, the brand creates collections that resonate with a wide demographic. Whether it’s an everyday kurta for casual outings or a more elaborate attire for festive celebrations, Rangita aims to provide a versatile wardrobe that meets various lifestyle needs.

The design philosophy behind Rangita is rooted in the belief that ethnic wear should be both stylish and comfortable. Each piece is crafted with attention to detail, ensuring that quality is never compromised. This commitment to excellence is reflected in their inclusive sizing, allowing women of all shapes and sizes to enjoy fashionable ethnic wear.

Consumer-Centric Approach

Understanding the needs and preferences of their customers is a cornerstone of Rangita’s business strategy. The brand actively seeks feedback and insights from its clientele to improve its product offerings and shopping experience continuously. This consumer-centric approach is vital in today’s competitive retail landscape, where brands must adapt quickly to changing trends and customer expectations.

Rangita's marketing efforts also reflect its commitment to connecting with its audience. By engaging customers through social media and other platforms, the brand fosters a sense of community and loyalty among its followers. This connection is essential for driving brand awareness and encouraging word-of-mouth referrals, which can be particularly powerful in the ethnic wear segment.

The Role of Festive Season in Retail

The festive season in India presents a unique opportunity for brands like Rangita to showcase their latest collections. Festivals such as Rakshabandhan, Dusshera, and Diwali are not just cultural celebrations; they are also significant retail events that drive consumer spending. During this time, shoppers look for clothing that reflects the spirit of the occasion, making it a prime time for ethnic wear brands to shine.

Rangita has strategically timed its store launch to coincide with this peak shopping period, positioning itself as a go-to destination for festive attire. The store's offerings are tailored to meet the demands of consumers seeking both traditional and contemporary ethnic wear, making it easier for them to find the perfect outfit for any celebration.

Sustainability in Ethnic Fashion

As the fashion industry faces increasing scrutiny over its environmental impact, brands like Rangita are beginning to explore sustainable practices. Although the brand’s primary focus is on affordability and style, there is a growing recognition of the importance of sustainability in the fashion sector. This could involve sourcing materials ethically, reducing waste in production processes, and promoting responsible consumer behavior.

Rangita's commitment to quality craftsmanship can be seen as a step towards sustainability, as well-made clothing tends to have a longer lifespan. Additionally, educating customers about caring for their garments can help reduce fashion waste over time. As the brand continues to expand, integrating sustainable practices into its operations could enhance its appeal to environmentally conscious consumers.

The Future of Ethnic Wear

The ethnic wear market in India is poised for significant growth, driven by a blend of tradition and modernity. As more women embrace ethnic attire in their daily lives, the demand for stylish and affordable options will continue to rise. Brands like Rangita are well-positioned to capitalize on this trend, offering versatile collections that cater to a diverse audience.

Furthermore, the increasing influence of social media and online shopping is reshaping how consumers discover and purchase ethnic wear. Rangita's omnichannel strategy allows it to reach customers where they are, whether online or in-store, making it a competitive player in the market.

FAQ

What types of clothing does Rangita offer?
Rangita specializes in ethnic wear, including kurtas, sets, dresses, and bottoms, designed for the modern Indian woman.

Where can I purchase Rangita products?
Rangita products are available on popular e-commerce platforms like Amazon, Myntra, Nykaa, Ajio, Tata Cliq, and also on their official website, www.rangita.com.

What is the price range of Rangita's clothing?
Rangita offers a range of ethnic wear starting from ₹399, making it accessible to a wide audience.

Does Rangita have physical stores?
Yes, Rangita has opened several omnichannel retail stores across Andhra Pradesh and Telangana, including the latest store at AMR Mall in Secunderabad.

Is Rangita committed to sustainability?
While Rangita primarily focuses on affordability and style, the brand is exploring sustainable practices as part of its long-term strategy. Quality craftsmanship is a key aspect of their approach, which contributes to sustainability by promoting longer-lasting garments.