In a world dominated by luxury brands, Sunita Jakhar, the co-founder of Fatfatiya, has carved a niche for herself with her unique and vibrant products. Hailing from a small district called Sikar in the Shekhawati region of Rajasthan, Sunita found inspiration for her brand from the distinct noise of three-wheeler taxis, known as autos, which roam the streets of her hometown. The onomatopoeic sound "Ftt-Ftt-Ftt-Ftt" gave birth to the brand name Fatfatiya, encapsulating the essence of the autos and the cultural vibrancy of Rajasthan.
What is Fatfatiya?
While the luxury sector represents a massive $51 billion market, Fatfatiya positions itself as an affordable luxury brand, offering unique designs that stand out from the crowd. Mrs. Jakhar firmly believes in maintaining the brand's individuality and personal branding without compromising on utility or productivity. She aims to provide middle-class families, like her own, with the opportunity to own luxury products without breaking the bank. With prices ranging from Rs. 70 to Rs. 3,000, Fatfatiya ensures that everyone can carry a touch of luxury in their lives.
What does Fatfatiya offer?
Fatfatiya is a unique contemporary brand that offers an extensive range of bags, including tote bags, sling bags, handbags, laptop bags, cross-body bags, and laptop sleeves. Additionally, they provide travel bags, mobile slings, accessories, utility items like toiletry pouches and makeup bags, as well as mouse pads and notebooks. The brand uses a combination of vegan leather and canvas for its products. While 10% of the material is vegan leather, the remaining 90% is made of canvas, a durable fabric primarily used in shoe manufacturing. Sunita’s attention to quality and design ensures that each bag meets the customers' expectations, with the canvas offering a robust and reliable base for their creations.
To provide an exceptional user experience, Fatfatiya's website offers a comprehensive shopping journey. Customers can explore the entire product range, including additional items like coffee mugs and cushion covers. First-time shoppers receive a discount coupon, and the website ensures transparency with no hidden charges or terms and conditions. Once an order is confirmed, Sunita personally conducts a video call, allowing customers to inspect every aspect of the product before it is shipped. If unsatisfied upon delivery, customers can return the product for a full refund.
Who should use Fatfatiya?
The target audience for Fatfatiya extends to people from various walks of life who seek stylish yet affordable luxury products. Mrs. Jakhar understands the limitations of budgets and strives to cater to those who aspire to own luxury brands. Moreover, she offers a two-year warranty on all products, covering repairs free of cost, and treats both offline and online shoppers equally.
Specialty of Fatfatiya -
Fatfatiya is a brand that can help you accentuate and upgrade a simple black outfit with its products like bags and accessories, one can achieve a stylish look for approximately Rs. 2,200. Mrs. Jakhar values customer feedback immensely, actively engaging with customers at exhibitions and trade shows to gain valuable insights. While she cannot implement every suggestion, she uses feedback to improve her designs and provide an enhanced experience. Customer satisfaction holds the utmost importance to her, as she believes that her customers are the reason for her success.
One of Fatfatiya's unique selling points is its distinctive design aesthetic. With its pop art-inspired patterns and vibrant colors, the brand stands apart from its competitors. Mrs. Jakhar creates every design herself and holds the copyright for each one. This exclusivity attracts customers who are drawn to the brand's vivid and eye-catching designs, instilling a sense of pride and cultural representation. Additionally, Fatfatiya's commitment to quality further solidifies its position in the market, with customers often returning to purchase additional products.
Strategy of Fatfatiya -
In terms of retail, Sunita plans to tap into the potential of physical stores, especially in tourist attractions, railway and train stations, resorts, and local stores. By going offline, she aims to allow potential customers to experience the products firsthand, fostering direct interaction and feedback. The Indian government's initiatives, such as the One District-One Product and AVSAR scheme, which promote local products in airports and train stations, further support Fatfatiya's retail expansion plans.
Funding for Fatfatiya has primarily come from Mrs. Jakhar's family and friends. Their unwavering support has enabled her to avoid seeking external financing thus far. However, she acknowledges the government's startup schemes and is currently in talks to explore potential collaborations and receive marketing assistance.
About the Founder -
Maintaining a healthy work-life balance is crucial for Sunita, her husband, Sohan Jakhar, plays a vital role in the business, managing marketing, sales, and design aspects. Sunita on the other hand, focuses on production, client and buyer meetings, and sourcing materials. Together, they form a dynamic team dedicated to the growth and success of Fatfatiya.
Outside of her business, Sunita's style aligns with the brand's ethos. Her colorful outfits, often connected to nature, reflect her commitment to eco-friendly and artisanal clothing. As a textile designer, she understands the harmful effects of certain chemicals used in the textile industry and chooses clothing made by artisans, promoting employment in the local artisan industry.
The future for Fatfatiya -
Looking ahead, Sunita envisions taking Fatfatiya to a global platform. While currently operating as a local brand, her goal is to compete with renowned global brands like Zara after establishing a significant market presence in India. For the next two years, her focus is on enhancing sales, maintaining product quality, expanding distribution channels, and further establishing the brand in the Indian market. Collaboration with prominent Indian and international brands is also on the horizon.
To Contact -
To learn more about Fatfatiya visit their website - https://fatfatiya.in/, to keep in touch you can also visit the Instagram page - https://www.instagram.com/fatfatiya/ or the LinkedIn - https://www.linkedin.com/company/fatfatiyadesigns/about/
In Conclusion -
Fatfatiya's journey began in 2016 and has been one of passion, dedication, and a vision for global recognition. With a strong foothold in India, Sunita aspires to make Fatfatiya a household name worldwide, while continuing to innovate and bring joy to her customers. As she sets her sights on the future, her immediate focus lies on sales, quality, distribution, and market expansion within India, gradually venturing into the garment industry once the brand's foundation is solidified. With her unwavering determination and vibrant designs, Mrs. Sunita Jakhar is poised to make Fatfatiya a global success story.
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