Miraaya: The Trendy Women’s Wear Brand
(Case Analysis/Assignment Questions)
School of Business, Public Policy and Social Entrepreneurship (SBPPSE)
Group 4 –Jessin, Ishita, Khadija, Lalit
Dr. Kartik Dave
Associate Professor (Marketing),
School of Business, Public Policy
& Social Entrepreneurship (SBPPSE)
Ambedkar University Delhi (AUD)
The case describes how Miraaya built a brand and carved a name for itself amidst the cut throat competition and the fast growing customer awareness in the present day. Miraaya was founded in 2010 as a ‘Contemporary Indian Women’s wear’ brand. Starting from the name of the company, which holds mythological significance, to the logo reflected the objective of the company as providing affordable solutions to the Miraaya lady. In India, the increasing number of working women continues to drive the market both in terms of value and volume. The main focus was on affordable and accessible fashion, which is a critical success factor especially for women’s apparel in India.
Unlike other single brand apparel retailers, Miraaya did not have a core/staple product. It thrived on the fact that it could quickly respond to market demand instead of sticking to the conventional thinking in retail. They opened their first chain in the small towns unlike the traditional approach and it worked well for them. Mr. Rajesh Jain never lost focus on quality, and that brought great benefits for the company. Miraaya achieved credibility through word of mouth which was the most effective mode of advertising. The future plans for the company was to post itself as an international brand from India.
Product innovation has been the focus area for Miraaya, and this has helped it retain the customers’ interest, and thrive even when the revenue stagnated over the years.
Q1. How do you define value proposition of Miraaya?