Thane-based ReDesyn partners with Mr. Amitabh Bachchan’s stylist
Shikhar Vaidya, Co-Founder of ReDesyn, started his venture in late 2019, with Smriti Dubey. Born and brought up in Bhopal, Shikhar came to Mumbai in 2009 to pursue higher education. He completed his BTech in Textile Engineering from the prestigious National Institute of Fashion Technology (NIFT). Shikhar recalls, “During my graduation, I was involved in several projects, and one based on virtual fitting bagged the best graduation project award.” He graduated in 2013 with flying colours and secured a job at Kulture Shop through campus placement. To gain further experience, he joined Eric Apparel. “During my employment I learnt about the supply chain for big brands like Pantaloons, and Shoppers Stop, to name a few. I also understood the concept of on-demand manufacturing and the importance of reducing inventory load,” avers Shikhar.
He adds, “During my consultancy stints, I learned about different brands and how they collaborate with influencers to promote themselves. However, I found that there is a gap here. Typically, brands spend money to get requisite videos and other content from content creators or influencers published on the latter’s profiles. The catch here is the brands do not come to know the traction their products garnered or the demographic details of their potential customers. There is no visibility. Therefore, to bridge this gap, I developed the idea of ReDesyn – a platform where brands and content creators can come together. Also, as the name suggests, the customers can create their designs and give a twist to the conventional concepts in apparel.”
To be a part of the ReDesyn world, the creators must simply set up their e-commerce store. It does not take more than five minutes, as the portal only asks for your name, mobile number, and e-mail id. It almost looks like your Instagram profile, wherein you can post your content. Once you are on ReDesyn, you can get 15% of the sales made through your e-commerce store.
Over the years, ReDesyn has had happy customers, including celebrities like Ayushmann Khurrana, Sidharth Malhotra, and Ranveer Singh. ReDesyn was also a proud partner to Mr. Amitabh Bachchan’s stylist. Shikhar exclaims, “Priya Patil, the stylist of Mr. Amitabh Bachchan, had reached out to us. From sourcing to the production of jackets used by Mr. Bachchan on the sets of KBC, ReDesyn was the proud partner and enabler to Priya Patil studios.”
ReDesyn is a 22-member strong team with 38 brands and up to 10,000 creators. It caters to three segments – fashion, accessories, and home décor. Shikhar shares, “Our next goal is to have atleast 100 brands and upto 25000 creators on our platform. We also plan to serve our global audience as we have the right infrastructure to take the leap.”
“Every creator gets the customer analytics. Besides, each is given scores based on their achievements, including the success of their campaigns, tractions, likes, followers, etc. For instance, some brands want to work with creators with a score of eight or more. Then our scoring system comes into play, which is helpful to the brands,” explains Shikhar.