Mumbai-based The Label Corp has recently launched an e-commerce brand, The Home Label in association with Bollywood star Hrithik Roshan’s wife Suzanne Roshan. The Home Label, as the name suggests, deals in home and lifestyle categories wherein furnishing products for dining, office, kitchen and kids’ rooms etc are on offer.
Touted as Suzanne Roshan’s online venture, The Home Label is actually the brainchild of Preeta Sukhtankar, a Mumbai-based marketing professional who has worked for brands like Elle, MTV and Percept, among others.
Sukhtankar launched The Label Corp in November 2012 and unveiled its first brands store The Home Label three months back.
Talking to Techcircle about the celebrity association, she said here celebrities are not endorsing the brand. Instead, they are stakeholders in the product.
“In The Home Label, Suzanne takes part in the entire process. It is not the usual endorsement kind of thing,” she said.
Sukhtankar said their second brand will be launched early next month. The next e-commerce product will be a similar one dealing in fashion and accessories space focused on women. The company is also roping in another Bollywood celebrity Malaika Arora Khan for this. “Our aim is to launch three such brands this year and five by the end of next year,” Sukhtankar informed.
The Label Corp is an angel-funded company, Sukhtankar said, without naming the investors. It is also in advanced talks to raise Series A funding.
Sukhtankar said The Home Label is getting better response from tier-2 cities. They have cash on delivery only in Mumbai currently and is launching the facility in Delhi/NCR soon. “Since our pricing is very wide-ranging, we are targeting anyone and everyone who is looking for curated, specific offerings. We are trying to kill the problem of over-choice that exists in the market today,” she added.
The Home Label would compete with established names in e-commerce like Pepperfry, Jabong, FabFurnish etc. Their offerings are private label, which means all are designed in-house under the guidance of Suzanne Roshan and curated in a look-book kind of a fashion for consumers. The portal does have distinct user interface than the existing players. But whether the celebrity angle will work in its favour in this over-crowded space is to be seen.
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(Edited by Prem Udayabhanu)