Rangita, a homegrown fashion brand, has achieved an impressive 6.5-fold surge in consumer demand, marking a remarkable milestone in its growth trajectory. The driving force behind this surge has been the brand’s strategic expansion of its product portfolio to cater to the burgeoning festive demand. This accomplishment, as highlighted in the company’s recent press release, underscores the effectiveness of Rangita’s pricing strategy, a key driver of its success.
Rangita, operating under the umbrella of Stellaro Brands, which is a part of the House of Brands affiliated with Snapdeal’s parent company, has harnessed the power of its pricing approach to fuel its expansion and resonate with its customer base.
Delving into the specifics of its product offerings, the company pointed out the robust demand for its occasion wear portfolio, particularly in the price range of Rs 900-1200. This segment has evidently struck a chord with consumers seeking stylish yet affordable options for special occasions. Additionally, Rangita’s regular daywear collection has seen a notable upswing in demand, with items priced between Rs 500-700 becoming increasingly popular among customers looking for fashionable and budget-friendly daily attire.
In terms of geographical reach, Rangita has strategically focused on key cities, with Bengaluru, Hyderabad, Chennai, Delhi, and Mumbai emerging as pivotal contributors, collectively accounting for about 34 percent of the company’s total sales. This regional emphasis has played a crucial role in driving Rangita’s robust growth, capitalizing on the diverse and fashion-savvy consumer bases in these urban centers. With a winning pricing strategy and a pulse on the ever-evolving fashion demands of its customers, Rangita’s success story serves as a testament to its ability to adapt and thrive in the competitive fashion landscape.
