Prachi Seksaria of Moora Discusses Sustainable Fashion, Empowering Artisans, and Staying Ahead in Market Trends

StartupTalky presents Recap'23, a series of in-depth interviews where we engage with founders and industry leaders to explore their growth in 2023 and their predictions for the future.

Nowadays, the fashion market in India is undergoing significant changes. By 2023, the fashion market is expected to be worth .16 billion, growing at a rate of 12.25% each year. This figure could skyrocket to a whopping $25.24 billion by 2028. These shifts in the fashion world are just as thrilling as other changes happening around us.

One major trend gaining traction is "sustainable fashion," focusing on clothes that are good for the Earth. Traditional Indian outfits like sarees are becoming part of this movement, seamlessly blending old traditions with new styles. This fusion makes them exceptionally trendy for the future.

In a recent Recap'23 interview, we at StartupTalky had the privilege of connecting with Prachi Seksaria, Co-founder of Moora, to understand how the brand navigates the fashion industry. We discussed their strategies and got insights into Moora's unique way of doing things.

StartupTalky: Prachi, what products does Moora sell, and what was the motivation or vision behind starting your brand?

Prachi Seksaria: At Moora, we specialise in handcrafted sarees created by skilled artisans from various regions. Our mission is to reinvent the saree for the modern woman, focusing on comfort and accessibility. Often perceived as complex and uncomfortable, we aim to transform this notion. We believe the saree is an incredibly versatile and lively piece of attire. This sentiment is echoed by the majority of our customers, affirming our vision.

StartupTalky: Can you highlight specific business strategies that facilitated Moora's global expansion and accessibility, contributing to positive social impact?

Prachi Seksaria: As someone who appreciates handmade and handcrafted items, I've often encountered the barrier of high prices, sometimes up to ten times more than expected. When founding Moora, it was my firm intention to make handcrafted items affordable and accessible to a broader audience, while ensuring fair compensation for our artisans. We've strategically priced our sarees to be within the reach of most urban women. This approach has significantly contributed to our growth, aligning with our vision of bringing handcrafted elegance to more people without compromising on artisanal value.

StartupTalky: What are the key business factors that contributed to Moora's revenue milestone and celebrity endorsements, impacting brand recognition and market positioning?

Prachi Seksaria: Moora's growth and brand recognition can be attributed to several key factors:

• Accessibility: We’ve designed our brand to be approachable and inviting, both on our website and our Instagramc page.
• Relatability: We've chosen relatable, everyday individuals as our brand ambassadors, making our brand resonate more with our audience.
• Product Quality: We've invested considerable effort in ensuring the highest quality of our products, from the fabric to the printing process, and our designs. This dedication to quality is reflected in the numerous positive reviews we receive.
• Brand Personality: We've cultivated a brand that feels familiar and personal as if it's crafted by someone our customers know and trust.
• Conscious Approach: Right from the start, we've been deeply conscious about our choices and practices, ensuring they align with our brand ethos.

StartupTalky: What are the specific tools and software you use to run Moora's business smoothly?

Prachi Seksaria: We use Shopify for our website, Google Business Suite for most of our operational needs, and Canva for graphics.

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What opportunities do you see for future growth in the fashion industry in India and globally? Have you noticed differences in market behavior within states in India?

Prachi Seksaria: We’re in the era of sustainability and eco-consciousness. Consumers are increasingly looking for eco-friendly and ethically-made fashion. They want to know where the product is coming from. At Moora, we've embraced this by using eco-conscious materials, ethical manufacturing, and fair trade practices.

Talking about global expansion, the digital era has opened up new avenues for small businesses. E-commerce and social media have given us the ability to reach a wider audience beyond borders, presenting exciting prospects for global market penetration.

In terms of market behavior within states in India, yes, there are notable differences. Each state has its unique fashion preferences, influenced by culture, traditions, and weather. For example, sarees that sell well in southern states may not sell that well in North India. As we grow, our aim is to offer regional diversity to cater to these varying tastes.

StartupTalky: How has Moora adapted to changes in the fashion industry in recent years? Can you share examples of staying ahead of industry trends influencing product offerings or marketing strategies?

Prachi Seksaria: We've been quick to incorporate sustainable practices into our production. Recognizing the shift towards eco-friendly fashion, we only work with eco-conscious fabrics, such as cotton and silk and our packaging is completely plastic-free. We're also committed to ethical sourcing and fair labor practices, aligning with the increasing consumer demand for responsible fashion. 

Additionally, we've collaborated with influencers and fashion bloggers to showcase the versatility of sarees in contemporary styles. This has not only boosted our marketing efforts but also helped us connect with younger audiences who may not have considered sarees as their go-to attire.

Lastly, we've introduced modern, lightweight saree designs that are easy to drape and comfortable to wear, making them suitable for various occasions.

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StartupTalky: What key metrics do you track to check Moora's growth and performance?

Prachi Seksaria: Our key focus is on customer satisfaction and customer lifetime value.

StartupTalky: Can you share insights into the most significant challenges Moora faced in the past year and how the team overcame them?

Prachi Seksaria: Finding the right artisanal talent who believes in the same quality standards as we do has been a real challenge. It took some trial and error but eventually, we’ve grown a team of artisans who align with our vision.

StartupTalky: Repeat purchases are crucial for eCommerce brands. How does Moora engage customers to prevent churn, and are there specific retention initiatives or successful loyalty programs?

Prachi Seksaria: At Moora, we take customer feedback very seriously. As a founder, I speak to customers regularly to understand what they are liking about the product and what is not working for them. I strongly believe that if you provide a good experience and a good product the first time, a customer will not only make repeat purchases but will also become your brand ambassador. A significant percentage of our sales comes through references, and word of mouth. No amount of marketing can bring a customer back if the product isn’t good. Having said that, retention ads have worked well for us too.

StartupTalky: What are the different strategies Moora uses for marketing, and can you share any growth hacks that have proven successful for the brand?

Prachi Seksaria: We’ve actively used Instagram for our marketing. The right kind of influencer collaborations can really bring a boost to the brand. For example, our collaboration with Masoom Minawala provided a huge boost to our position in the global market in a very short time.

StartupTalky: How is your personal business philosophy integrated into Moora's mission of empowering artisans and creating positive social impact?

Prachi Seksaria: I’m an art graduate and I believe that any art made by hand is infinitely beautiful. I have a huge respect for artisans who dedicate their entire lives to preserving and mastering their craft. Playing a part in their growth and empowerment is a big part of our mission at Moora.

StartupTalky: Share key business lessons learned during your entrepreneurial journey. What business advice would you offer to founders entering the fashion industry, focusing on sustainability and accessibility?

Prachi Seksaria: It is important to try a product yourself or test it with a small group before launching it in the market. Participating in flea markets can be a great way to test a product/idea and understand consumer perception.

Know your target audience before entering the market. Founders often say that their product is for everyone. But that can’t be true. It is crucial to have a clear understanding of your target market and then adapt the product and offering for that audience.

StartupTalky extends its gratitude to Ms. Prachi Seksaria for dedicating her valuable time and generously sharing her insights with all of us.

Explore more Recap'23 Interviews here.