In the post-pandemic fashion circuit, there rages a fight for the shopper’s attention. Brands are steadily realising that the era of impulse purchase is on its way out, as buyers are seeking out brands that cater to multiple categories and diverse budgets. So, a platform that offers bags, jewellery, stationery, home decor and even beauty subscriptions under one roof clearly has an edge. Kolkata lifestyle label Pipabox’s vast curation engages every kind of consumer, seldom giving them the chance to scroll away.
Rachna Jaiswal, the founder and CEO of Pipabox, knows exactly how to seize every second of active engagement when it comes to virtual buying. Born in Kolkata, Rachna did her schooling at Hyderabad’s Stanley Girls High School and got her law degree to pursue a career as a legal practitioner. However, she swiftly moved to start her own manufacturing company and it was her expertise in global luxury that led her to start the popular platform, Pipabox.
My Kolkata chatted with Rachna to find out about her perspective on the lifestyle market and her journey so far...
How did you come up with Pipabox?
While working as a manufacturer for various luxury brands, I witnessed that consumers need to feel grounded, and they do so by buying products that connect them to places, people and their past. So, they prefer authentic artisanal products that have been made traditionally, but have a modern appeal. Keeping this in mind, we came up with an idea to launch a design-driven lifestyle brand, Pipabox, which has its roots in India, but has its design inspiration infused with modern Victorian and classic French elements, along with a touch of Scandinavian. It’s Indian and global at the same time.
We offer everything under one roof, be it apparel, jewellery, handbags, wallets, home decor, stationery and more, we cater to the needs and requirements of modern consumers. We work with a team of local artisans to deliver authentic and unique products that are made with utmost care. We are working with a well-versed team of designers and creative heads, who come up with designs that are not only apt for the Indian market, but at the same time, have a strong global appeal.
The beauty subscription box was your first release…
Yes, it is a one-of-a-kind bag curated with different categories of beauty products. Our subscription box has skincare, makeup, jewellery and lifestyle products. It’s unique, as you get jewellery, makeup and skincare under one subscription.
How do you curate your subscription boxes?
We have a wide selection of beauty subscription boxes curated for every kind of experience and a wide range of beauty buyers. Our specially designed boxes are filled with contemporary hair care, skincare and grooming products to cater to all the beauty needs of the consumer.
How do you curate your subscription boxes?
We have a wide selection of beauty subscription boxes curated for every kind of experience and a wide range of beauty buyers. Our specially designed boxes are filled with contemporary hair care, skincare and grooming products to cater to all the beauty needs of the consumer.
What are the biggest challenges for a woman spearheading her own business?
In India, an entrepreneur has to be resilient, even more so if you’re a female entrepreneur. Gender inequality still exists in certain circuits. You have to ignore that to prove yourself as a leader. There are still so many rules, regulations and compliances that it would overburden any entrepreneur.
Do you manufacture all the products listed on your website? Tell us a little about the production
Yes, we manufacture all our products, which are carefully crafted by a team of specialised artisans. As a responsible brand, our in-house designers follow sustainable manufacturing practices and use unbleached fabrics and water-soluble dyes, which radically decreases chemical consumption and promotes sustainability. It is master craftsmanship that sets our products apart from others.
Your brand also has a focus on corporate gifting…
Corporate gifting solutions have evolved through the years and have become an important aspect of fostering a good working relationship with your associates and employees. This has led to a surge in demand for customised corporate gifts and merchandise. Considering the demand, we introduced unique and thoughtful gifting solutions such as wallets, card cases, coin pouches, keychains, leather-bound journals, notebooks, stationery boxes and more.
You spotlight products that are made in India…
We have witnessed that Indian consumers have had a huge shift in their preferences. They are more open and perceptive, and we, as a brand, strive to create products that will fulfil the needs of the aspirational Indian. The colour palette, the premium materials, the amalgamation in design, the numerous influences are put together carefully and maintain a delicate balance that makes it Indian and global at the same time.
You were listed as one of the 100 successful Women Entrepreneurs in MSME in India by the government. What was the experience like?
It is one of my greatest achievements so far. According to me, when you give 100 per cent effort to your work, your work itself gives you immense joy and satisfaction. If your work is recognised, it will make you happy and motivate you to do more. I assume that this will also inspire other women to opt for entrepreneurship.
You also prioritise your brand’s social responsibility…
Pipabox generates employment for women at every level because financial independence is an important factor that contributes to the empowerment of women. So far, we have provided employment to 40 women. For some women, working here is not just about making money, but it’s the hope for a better tomorrow.
Being headquartered in Kolkata, what has your relationship with the city been like?
Kolkata has long been associated with art and architecture, it has always been close to my heart. I intend to incorporate more of my love for the rich textures and awe-inspiring traditional techniques in our designs.
We are proud of the fact that we are based out of a city that loves to reminisce about the past, where every turn offers a possibility of finding new art. It is a city that works through the daze of its literary, cultural and artistic genius in slow motion and loves to savour it day in and day out. We are enriched by the city that we call home every day. The brand sits on a powerhouse of art and inspiration!
Shop Pipabox products at https://pipabox.com/
