Introduction:

NakhreWaali was founded on the 31st of October 2015 by Gursakhi Lugani. She had a vision to show
the world the outcome of her love, to show the world what became of close to a year of experimenting
with accessories she loved. The compliments it fetched her gave her the confidence to put it out to the
world. Spearheading NakhreWaali for over 2 years has been an experience beyond anything she had
ever hoped for and she’s more than glad that you’re here looking at her work, or as she likes to call it,
her babies.
Her vision for NakhreWaali has always been, wear what you love, style how you love and find the
Nakhras within you. She welcomes you to the NakhreWaali family because you just like everyone
reading this with all your feelings and all your emotions are the real NakhreWaali.
All products from NakhreWaali are handcrafted and so they are sold at a premium. Besides statement
earrings, other products in the jewellery section include nose rings, neck accessories,
bangles, haathphool and head accessories. It also has bags. The brand also has a variety of blouses as
well, which are mostly inspired by Bollywood movie characters.
Although NakhreWaali caters to a niche market, Gursakhi has launched a few other products for the
masses such as notebooks and key chains.

How the start-up turned into a brand?

A textile and handcrafted fashion brand, NakhreWaali was conceived on 31st of October 2015 by
Gursakhi Lugani to test out the response to the first capsule collection of ten earrings; ten pair of
earrings which were made from using different textiles and crafts of India. The concept of the
products was so unique that we were scared if the onlookers would understand and want to buy them.
NakhreWaali was started with an idea that over time people have begun to care only about fast-
fashion and Indian textiles are becoming an afterthought. With NakhreWaali, they wanted to use the
rich culture and heritage of our country so that people could have the funk along with the Indian
handicrafts and textiles and not only flaunt the pieces but wear them with pride. It was conceived at a
time when there was no other “handcrafted jewelry brand” in the market and there was a potential
audience which loved the plethora of colors and crafts they were creating.
Within the first eight months of the soft launch, the brand had started getting orders from across
various parts of India through Instagram only and the audience started resonating with the brand
language and ethos: which motivated the founder to quit her corporate job and take the plunge of
launching the brand officially.
In June 2017, they got first studio space in Gurgaon and got a military of skilled karigars to help them
build their dream. By December 2017, they were already placed in multi designers stores at Milan,
Dubai, and Bahrain. From just earrings, they expanded their product range by adding more designer
jewelry pieces: neck pieces, head accessories, bangles, bow ties, bags, keychains, and chokers. In
January 2018, they took formal step of launching an online shop at www.nakhrewaali.co which ships
all the nakhras worldwide. March 2018, they won the accolade of being one of the fastest growing
Instagram brands by The Economic Times. In June 2018, they entered the apparel world by launching
their first collection of blouses and to their surprise, the blouses have been viral Pinterest hits and
worn by the who’s who of Bollywood and fashion world.

They then bifurcated their luxury customized range calling it the “NakhreWaali Mehendi” which
facilitates the brides to make their big day even bigger by adding the right amount of spunk and quirk.
The brand is also a favorite when it comes to wedding favors or festival gifting.
Gursakhi had mentioned explicitly that NakhreWaali’s designs had to be identifiable without the logo
9/10 times. This was a very powerful differentiator. The intention was to always create something
unique in terms of the aesthetics and design that this style came to be known as the NakhreWaali
style.
The vision behind the brand has been to empower women so that they can be themselves and be proud
of who they are, wear these pieces, style them the way they want and feel more confident about
themselves, more grounded to their roots and flaunt them with all the Nakhras they have got. Yet
another strong part of their vision aligns with providing a livelihood to the skilled labor by reviving
the dying out handicrafts of India. Whether it be Phulkari from Punjab, Bandhani from Jaipur, Mirror
work from Gujarat, Banjara Metalwork from Pushkar, Shell work from Goa, or Madhubani from
Bihar, you will find an amalgamation of all of these and more in each of their designs.
They proudly call themselves and Ethical and Sustainable brand with no use of machines, plastic and
minimal wastage of raw material that enters their workshops. Theye also proudly extend their support
to the LGBTQ community and have got recognized for the same at various established platforms.
A major breakthrough for the brand was in February 2019 when one of their design pieces was
flaunted at The Academy Award’s Red Carpet by the cast of an Indian Oscar-winning film.
Today they have a worldwide online presence, offline presence in 8 cities domestically and 5
countries internationally, 200 unique designs, a base of 200000 unique customers and the endless and
undying love which makes them go to sleep happily every night!

Market Penetration:
NakhreWaali was started on a budget of just Rs 1.5 lakh. They started off with their own funds.
Lugani and her friend decided to attend fashion week, and they decided to customise the earrings for
the event. The compliments they received made them think about turning this into a business. They
took the plunge and NakhreWaali happened.
Founded early last year, NakhreWaali is already one of the most popular shops of its kind, having
earned Rs 25 lakh in the last six months. Bollywood actors Parineeti Chopra and Swetha
Tripathi, comedian Mallika Dua, and TV personality Miss Malini are among its clientele.
They have never sold anywhere except online. No one would know NakhreWaali if it wasn’t for
Facebook, Instagram and the likes they receive.” These businesses have flourished greatly on the back
of smart, eye-popping marketing on social media where people across the world have access to
collections, styles, colours, and prices of their products.
According to Gursakhi, Mumbai and Delhi account for 60 percent of NakhreWaali's sales. The other
40 percent is from Bengaluru, Pune, Kolkata and Punjab.
With an average cart size of Rs 3,500, it sells around 180 to 200 Nakhras in a month, and has been
growing around 20x every month.

Marketing Strategies:
1. Digital promotions through various social media apps so that they can reach out maximum number
of customers and they have made it.
2. Displaying the products through celebrities so that the followers can get those products too which
has increased their products demand and customers too.
Products:
Name Min Rate Max Rate Total Design Avearge Range
Listed
Earnings 1000 6800 53 2000
Key Chains 650 1000 09 800
Nose Rings 350 1000 08 600
Blouses 4500 8500 10 6000
Notepads 650 750 07 700
Choker 1500 6000 12 2000
Necklace 1000 6500 08 2000
Belts 3300 7500 06 4000
Bangles 600 1000 20 800
Bags 4000 7000 08 4000
Haath Phool 2400 2400 01 2400
Mang Tikka 1000 6200 05 1200
Mathapatti 1500 2000 04 1500

Website Visitors and Online Digital Presence:

Ads for Promotions:
They mainly focus on social media apps for promotions. They do the photography of their products
and the ones which are worn by celebrities on their pages. They also keep the sale post for promotions
to attract customers. They also have bundling product for their customers with customization.

General Discounting Pattern:

They usually have end of seasons sales for discounts which are upto 40-60% off.
They also have other pattern which is as below:
Packaging Done:
They try their best to dispatch all products in one shipment for customer convenience packed in a box.
Box packing is done so that the products are not damaged during shipping.

Customer Reviews:
Presence on other Online Portals:

Presence on other Off line Portals:

Standard Delivery Time:

DOMESTIC: This depends on whether the products in your order are on Pre-order, mode of payment
and on your location. They dispatch products from Monday to Saturday, and it takes another 3 to 10
working days for the order to reach you based on your location. Some products are on pre-order so
please expect a short delay in the dispatch of these products. The relevant product page will have
these details mentioned.

INTERNATIONAL: This depends on the products ordered. Some products are on Pre-order so
please expect a short delay in the dispatch of these products. The relevant product page will have
these details mentioned. Maximum it takes 5 – 14 working days for the courier to be delivered once
shipped.
Shipping and Conditions:
DOMESTIC: We have free shipping across India for all orders including prepaid. Although they
charge a convenience fee of Rs 100 on each order domestically. This convenience fee is not
refundable.

INTERNATIONAL: There is a nominal charge based on the products and country they ship to.
Please note, you will need to pay Customs Duty as per the duty structure of the country you reside in.
Customs Duty will be on actuals, and you will need to pay the Customs Duty at the time of accepting
the order. For international orders there is a minimum order value of $200 USD.

Return Policy:
They have a no-return policy. Most of our items can be exchanged for a new product or store credit
only if the product is defective/damaged or an incorrect order is received by you. Please read the
individual product page for more details. Do note, free gifts/products won or received in promotional
offers cannot be returned or exchanged.