Malini Srivastava launches web exclusive fashion store TAPYTI

Malini Srivastava, Director of EMMS Global, a leading Fashion Buying house catering to 5 continents, haeshopboxs launched a web exclusive women Fashion Brand, Tapyti, a Lithuanian word for an Artist, is intending to be loved and appreciated by female teenagers as well as working professionals. Fashion store Tapyti, with its strategy to focus on great designs and collections, has launched the eCommerce initiative with eShopbox, an end to end outsourcing partner for webstore and marketplace. eShopbox will enable Fashion store TAPYTI to catch up with the latest technology trends in the fashion market and ensure smooth functioning of  the store.

“Our customers will have a variety of options, to make the dressing experience a CHIC one.  The clothing that Tapyti offers, matches with all the moods of being casual or formal, ethnic or western for the Gen- Next.” Says Malini Srivastava, Founder of TAPYTI

Commenting on the announcement, Dheeraj Gandhi, Senior Business Analyst at eShopbox said, “We are delighted with the association of eShopbox with TAPYTI. Our focus would be on utilizing our technical expertise in  handling all the aspects of fashion eCommerce to help TAPYTI keep pace with innovation and increase customer satisfaction”.

The apparel offered by Fashion store TAPYTI are created by focussing on better designing, fashionable comfort and practical sense of dressing. Pricing would be competitive for targeting students and professionals in the age group of 16 years to 25 years. TAPYTI, will be catering to all over India, mainly in metro cities and B level towns.

By understanding the choices and needs of the new generation, TAPYTI has a futuristic objective to grow into a brand which is synonymous with fashionable and practical for the ‘REAL U in REAL LIFE’.

About the TAPYTI

TAPYTI, is a Lithuanian word, which means an artist or painter. TAPYTI the brand was launched in 2012 with a company which has vast experience in the fashion industry in the international arena. The styling always has a touch of international trends n silhouettes, with a clear perception of designing for the young n smart youth, stylish, comfortable and affordable products. TAPYTI is fashion for the chic you! Website-

About eShopbox

eShopbox is an on-demand e-Commerce technology and services company. They drive e-Commerce for fashion brands and help them provide a unique, brand-centric experience to their customers. eShopbox is led by experts with a rare combination of skill sets including technology, order fulfilment and marketing. The team brings together these qualities and collaborates with emerging brands to deliver rich e-Commerce action. Website-

Mr.Button expands e-commerce to 13 countries with Eshopbox


Mr. Button expands its presence in Europe, North America and Australia with its Exquisite fit, minimal designs and impeccable tailoring for the modern man

  • Mr. Button is available online in Europe through France, Switzerland, Sweden, Denmark and Germany
  • Styling men in Canada reaching North America
  • Expanding the horizon in Asia pacific with Singapore, New Zealand and Australia reach

MR BUTTON, the ultimate Men’s Style Destination to guide, inspire and provide men with sartorial clothing and effortless style today announced that it has expanded its business to 9 countries from India through e-commerce with the help of EShopBox, continuing the company’s international expansion.

This new business initiative from Mr Button transform one of India’s leading fashion brands into a global e-tail presence, driven by the EShopBox’s multi-channel commerce capabilities with end-to-end fulfillment with continuous innovation in complex, consumer-driven world. With this platform, Mr Button will offer a wide product range of well-crafted Shirts, Trousers, Blazers, Suits, Shorts to a wide international fashion conscious men.

“Expanding the Fashion portal to different geographies require a broader and deeper understanding of the complexities and challenges attached towards personalising the platform to suit varied geographies. The team at Eshopbox brilliantly comprehends the dynamics and has been helping us build a solid & robust platform to make that happen.  The platform aims to provide a unique mix of content, commerce & service”, said Deepak Khetan, Founder & CEO at Mr Button.

“We anticipate this initiative with Mr Button to be the first of many as we continue to grow global trade solutions capabilities of our ecommerce platform. We look forward to extend such capabilities to more of our current and prospective customers, providing them with a highly customizable, managed service that enables brands to rapidly react to customer behavior and scale their international business”, said Mayur Karwa, Chief Technology Officer, EShopBox.

Today brands need to manage various activities online and offline to deliver, exceptional ecommerce experience to its customers. Mr. Button in this respect has expanded to international markets with overwhelming response, exquisite fit, minimal designs and impeccable tailoring for the modern man. Eshopbox team is now helping Mr Button to re-launch a complete new web & mobile platform, which will not only help men find the most desirable clothing but also provide a well curated, personalized and guided shopping experience. In this fast paced growth aim is to keep the focus intact and provide a wow customer experience. Esohpbox has been instrumental in adopt to the ever changing dynamics of the industry.

Founded by Khetan Apparel Pvt Ltd., today, Mr Button is available online, in 9 countries and it is grown to be a global brand from India. With a vision in mind, Deepak Khetan, to make Indian men look as attractive, smart & stylish, down the street, like those under the Tuscan Sun., Mr button was cordially put together in August 2011, with an aim to become the ultimate style destination for men to meet their sartorial needs.

About MR BUTTON: Mr Button comes with a vision to bring in a wind of change and awareness among men to look sharp and dress smart. A wide product range of well-crafted Shirts, Trousers, Blazers, Suits, Shorts and Accessories all constructed under a high quality control and guidelines of Minimalism, Sharpness, Structure and Sartorial Style. For more info check:

About EShopBox: Eshopbox is an on-demand ecommerce technology and services company. They drive ecommerce for fashion brands and help them provides an unique, brand-centric experience to their customers. Eshopbox is led by experts with a unique combination of skill sets including technology, web fulfillment and marketing. The team brings together these capabilities and collaborates with emerging brands to deliver rich eCommerce action.For more info check :

Connecting Product Discovery Behaviour With Content Marketing


Of late I have observed two product discovery behaviours in my circle-

One of my friends updated her Facebook status seeking suggestions on a good shampoo “Folks, suggest a good shampoo. I am sure my other friends in Bangalore are facing the hair fall issues”.  Within minutes the post started getting comments, some even sharing links to the blogs of experts and trichologists.

In another incident, I saw an update on my LinkedIn network, “Looking for HR software for my startup of an employee size of 22. Suggestions please?” Within no time the post started getting responses. People suggested some white papers and e-books links as well.

There are many such examples which can showcase that customer’s product discovery behaviour has evolved over a period of time and they try and make well-informed decisions.

“Consumers search for information on Google 115 billion times a month” – Industry report

Once a prospect indentifies his/her needs, their product research and discovery starts via consuming relevant information (medium could be online or personal sources).  In today’s internet era, a typical product discovery process starts researching on multiple search engines, checking out product sites/ blogs /forums, online product reviews, friend’s recommendations on social networks and so on.

Product discovery_Nov 8, 2014 Now it’s up to brands how to facilitate these potential customers in their product discovery journey and enhance the experience. If you are not providing the helpful information, you are missing out a great opportunity in early product discovery phase of these prospects. Here content-led-marketing plays an important role. A company must make available relevant information, insights, expert advice, guidelines and recommendations to potential customers. Brands should deliver the type of information that prospects are seeking, aligned with their needs/ interest. Great content also creates a powerful word-of-mouth and spreads fast on social networks.

Once the customers buy the product and are happy, they are more likely to share their good experience with others. Brands should ensure they are able to get feedback on time, respond faster to any concerns and able to engage with the customers.

In order to be part of prospect’s product discovery journey, brand must ask these 3 questions as part of their content marketing strategy-

  • What information could help a prospect in his buying process and could build trust in my brand?
  • What kind of customer problems/challenges are in my industry? Can I be resourceful to those people who researching solutions around these problems? This can put your brand in position of Thought Leader.
  • Is my job over once I’ve created the endless content? No. Very important piece is the content distribution. Nail down the relevant content destinations where prospects are able to find you.

Wish you a great day!


From customer engagement to Customer Marriage

Hello everyone, hope all is well at your end. Today I completed my 10K run between the early morning breezes, lovely flying birds & wonderful sunrise and soon after I started writing this article. Now what the heck customer marriage is?

In our day to day business, we do talk about customer engagement but why don’t we take this to the next level ‘customer marriage’ and deepen the relationship further?

customer marriage_eBusiness IndiaFigure: Various phases of online customer

Lots of Indian e-Commerce emerging portals offer massive discounts to attract more customers. Later they bleed in losses and shut down (this we have seen happening with many players). You can afford to do so if you have money & muscle power like Amazon India. Do not forget best businesses strive hard towards profitability and customer retention. Strategy should be how you could be different & customer driven?

The days are gone when business owners used to play with discounts OR a celebrity used to come during TV commercial break appealing us to use the product for which he/she was paid to promote. Customer maturity level has gone up and they expect better relationships. Let us look at few examples:

Apple- Any apple product such as iPhone, iPad, Macbook sells at almost double price compare to any other brands. They do not sell products they sell dreams; they sell master pieces of functional art, they focus on perfection at every touch point with customers.

Let us take another extreme example- I am sure few of us are regular Shell customers. Why we pay more at Shell petrol bunk for same quantity of petrol compared to other petrol bunks? Because they do not sell petrol rather they sell trust and happiness to customers. They achieve this by ensuring premium product, speedy response to customer queries, excellent customer service, and safety first, convenience, well behaved staff & customer delight.

So what is common in between the above examples? They all focus on creating values in long run & ‘get married’ with the customer.

“Loyal online customers have- almost double visit to carts, almost triple conversion rate, 10% higher cart value” –Source: MarketLive Performance Index

At starting point, ensure that a customer has a first sight crush on you through the usage of right set and means of communication & methods. Once a customer is impressed, he/she wants to taste your offerings. During customer engagement, ensure you give best first time experience of your offerings and customer gets comfortable with you. Now it is time to convert them to Married Customers. Married ones buy more from you with better longevity, refer their friends, willing to buy products from your other categories & help you with genuine feedback to improve. Loyalty of online customers fosters the long-term profitability of online stores. At the same time, it is cheaper than finding a new customer. Few of the key elements of online customer’s marriage:

  • Do deliver on your promises, always.
  • Offer a fair & genuine price for your offering (not cheap price).
  • Have a clear differentiator (not limited to product only). E.g. an Bangalore based online mobile shop where they deliver your product within 1 hour 47 minutes guaranteed, ‘hate to wait’ is their tag line.
  • Innovate in business model, customer service & value delivery system. E.g. offers you try-at-home option for diamond jewelry to provide touch/feel factor. eBay India’s Paisa Pay feature to fuel the trust. Fashionara’s online customers can order several apparels for a free home trial and many more examples.
  • Keep your customer informed if there is an issue with their online orders related to product unavailability, product color/size, delivery delay etc.
  • Design your personalized campaigns through intelligent customer data mining & analysis. Do not forget to wish your customers on their important dates (Birthday, anniversary etc.). Have personalized messaging based on online buying patterns & create exclusive online customer groups with the similar interests.
  • Ensure you get to see continuous feedback & satisfaction matrix, on time. Here is one method I recommend to all
  • Communicate company’s vision to your vendor, staff & customer care team regularly, who will have direct/indirect impact on your customer experience.
  • In today’s fast paced communication world, customers want to communicate when, where and how they want? Hence it is imperative that we constantly monitor & optimize over various touch points (social media, online forums, email & phone). And ensure speedy & appropriate responses.

Note: Above examples are not to promote any brand, just a personal opinion relating the topic.

Delicious recipe requires a balanced mix of Ingredients: eBusiness Marketing Mix

Hello Everyone,

Hope all is well at your end? While traveling to Shimoga on last weekend I had put down this quick mindmap. Enjoyed pleasant weather and wonderful breezes there (Jog Falls at its best now). At the same time lot of buzz in Indian e-commerce market- 1. Flipkart goes through a fresh round of funding of $160 million, taking the total in the fifth round to $360 million, 2.According to IAMAI- eCommerce is expected to grow to $200 billion by 2020 in India,  3.eTailers have lined-up verity of interesting offers in this festive season e.g. Shopclues introduces Dynamite sale:)

Hope you like my below note. Thanks! -Pawan

e-Business Marketing Mix

Everyone knows, how much a balanced mix of right ingredients is essential to prepare a delicious recipe. A slight error in judgment and alteration in only one ingredient’s ratio may spoil the taste of whole recipe. Similarly, a successful business requires a balanced and a carefully crafted marketing mix of strategies. Fundamentals of offline business can be replicated for online business as well.  Often online business team has limited interactions with the customers (plus no F2F interaction) therefore it is imperative that team creates opportunities for overwhelming experiences for their customer and set high standards of performance. All a team needs to do is carefully interact with all the elements of marketing strategy and implement it wise.

Here are my quick thoughts:

marketing mixFigure 1- Offline-business marketing mix vs. online-business marketing mix.

e-business marketing mix

Figure 2 – Deep dive on e-Business marketing mix.

Referral -Simple yet powerful manner to win more business; be it online or offline

Few days back I got my vehicle’s insurance renewed at Reliance Fresh store (they have tie up with ICICI Lombard).  Agent Girish handled my transaction & collected the required documents from my home. He had a good knowledge of the product/benefits & carried a genuine smile throughout the transaction.  And finally he asked me politely “Sir, if you are happy with my services, can you please refer me to your friends”.  Outcome- I referred him to two of my friends who needed the same services & conveyed that Girish is a good professional. (In the past I had over 12 vehicle insurance transactions but this was the first time when someone had asked me for the referral).

Six years back, I got the corporate Vodafone connection. Sales person Nagarapawan guptaj offered me a good plan which saved my 300 rupees (approx.) per month over my earlier service provider plan. He also asked me, “Pawan, can you please give few references? I am sure few of your colleagues can get benefited with our services”. Over lunch I even conveyed this to few of my colleagues.  Outcome- He gave three more connections in my group.

A few months back, I was in Sri Lanka on vacation. Our hotel arranged a taxi. The taxi driver was fantastic & was an enthusiastic guide-cum-driver to us. We were very much delighted with his knowledge & services. At the end of the tour, he not only asked us to write a testimonial on his diary but also requested, “sir, please refer me to your friends, I will arrange best deals for them.” He handed over his business card and took a photo with us. Most humbly he asked for the permission if he can use this photo along with his testimonials.

Above three incidences convey the same message that Referral still remains the powerful mode to win more business irrespective of industry/domain.

The rule remains the same for the online businesses as well. There are very few online stores who ask for Referral to their happy customers. Unfortunately majority of the professionals hesitate & DO NOT ask for the referrals.

Why should you always ask for the referrals?

  • Probability of doing business with the referrals is very high as they come from trusted sources who have used your products /services & comes under happy customer bucket. Please remember people are much more likely to trust their friends than strangers.
  • It is a proven mode to get more business. Sales cycles are likely to be very short through referrals OR word of mouth.

e.g. As per the recent report with 1.15 billion users; Facebook is one of the leading social networking sites pulling referral marketing online.

Unfortunately, people do not ask for the referral due to lack of ignorance, trust or security.But we should go forward for it.

Action items:

  1. Make a list of your happy customers as a qualified referral sources (do the first thing if you have not done yet. You must know your happy customers).
  2. Ask them for references & do more businesses.

Your opinion matters- Which is the ‘Payment Method’ you use often to make your payments for online shopping?

Your opinion matters to me-  Conducting a research for an assignment, do contribute please.


Popular online shops /e-Commerce websites in India

Guys, Here I tried to list down few popular Indian e-Commerce portals where i have been shoppingshop online. This does not include Travel category. If you have some more please DO NOT forget to add:)

Common attributes of a good e-Commerce portal from a buyer perspective are- a cool design, smooth navigation, product advisor (find not search), product presentation (description, photo etc.), relevant product cross-sells, easy check out, safe/easy payment gateways, prompt customer support over email/chat/phone and many more.