Social Media Retail: How New Age Brands are Earning Big by Creating & Sharing Their Stories
Images Retail|April 2021
Having a strong social media strategy in place, these brands are creating a ripple in retail, the effect of which has forced many big brands to pay more attention to their social media presence…
Zainab S Kazi

A strong social media presence which also includes engaging with customers using WhatsApp has become the new norm in retailing. In the COVID world, the power of social media is being actively used by budding new brands in roping in new customers and pampering the existing ones. No matter how big or small a brand is today, having a robust social media strategy is imperative for growth and survival. No brand today can skip having an online presence on various social media platforms and this is something that any retail guru would vouch for. A look around and we notice innumerable brands online that are working towards building themselves using social media and after having tested the waters, taking an offline plunge. Having a strong social media strategy in place, these brands are creating a ripple in retail, the effect of which has forced many big brands to pay more attention to their social media presence.

The story of Huda Beauty, that built itself completely using Instagram and is today one of the most sought-after beauty brands in the world, is known to all. Similarly, The Souled Store – with its quirky range of products/merchandise – managed to build a strong customer base online through their own website and is today eyeing prime offline retail space across key metro cities in India. There are innumerable such brands that have gone ahead to redefine retailing purely using social media, engaging with customers, and working towards being a part of their digital lives.

One Click at a Time

Having a brick-and-mortar store is the ultimate dream of any entrepreneur who wants to be a part of the retail world. However, that’s not all they want. Budding entrepreneurs today are busy building their customer base online before taking the offline plunge. A look at some of their Instagram handles and one cannot but help wonder the miracles they manage to achieve in terms of having a strong customer base that could give tough competition to some established brands. Working on their niche, they have thousands and sometimes even lakhs of patrons who are not just one-time customers but who also double as brand promoters and endorse the brand out of sheer goodwill. For instance, the Instagram handle That Adorbs Hijab, a super niche venture by Batul Iqbal – who is in her early 20s – has close to 29,000 followers from across the globe. She has two niche launches in the category of headscarf and prayer mats, one is a tie-up with a UK-based brand as well. Having started off just 3 years back, she has built herself one step at a time and all by herself.

Talking about her store, Batul Iqbal says, “I started off 3 years ago with uploading pictures of hijabs on a new Instagram account I made for this business. I started off with limited stock and just one picture of each product as a post and uploaded them which to my surprise got sold within 24 hours. I then called for more and more hijabs, each time more in quantity than the previous ones. I also took part in exhibitions in Mumbai and then started traveling to different cities for the same. I now have the most number of hijabs than I have ever had and it is going smoothly at a good pace. I also sell Hijab pins; magnetic pins to hold the hijab together is something I launched in India and now almost all hijab brands are selling it too.” With just 20-30 orders a month, Batul sells in 3 digits numbers, and her stock holding capacity has more than tripled over the years. With a full-edged website, professional photoshoots, content that is engaging, rewards programs, brand collaborations etc. the young lady is doing that any well-established brand does today.

Another example of a good social media presence is PatilKaki. PatilKaki is a Mumbai-based food brand that is reaching out to customers with scrumptious delicacies in the category of local snacks. The brand took the online retail plunge during the lockdown and this period proved to be a boon for the eatery, requiring them to explore new territories. Vinit Patil, Founder of, PatilKaki talks about this journey, saying, “The brand has been in existence since 2016 but its e-commerce inception was in June 2020, when we were all home sitting at the peak of the lockdown. Starting off with a website and a small marketing budget, we began to see a few customers. It took us a while to convince people to try our products. Soon, a few initial orders poured in and that was enough of a reason for us to continue. But the story doesn’t end here. We then started getting great reviews which gave us a newfound purpose to serve our lovely customers and live up to our name. If it wasn’t for the reviews and the love people had for our products, we would have called it quits.”

“Sometimes, courage is not in doing the dif cult things but is in doing the simple things well. And essentially what we are trying to achieve with PatilKaki is that we want people to have the best homemade snacks experience in the comfort of their homes, something different, something that they have never experienced before. We also give a 100 percent money-back guarantee (No Questions Asked) on not liking our products. This helps us in being consumer-centric,” he adds. Patil says that his brand went from zero orders a day in June 2020 to orders in double digits every day by Diwali 2020. “As of March 2021, there are days when the number of orders goes well into 3 digits orders. Marketing ads help well to get us a good reach but transparency and attachment we have to our customers and vice versa enables a strong word of mouth as well.”

Continue reading your story on the app

Continue reading your story in the magazine

MORE STORIES FROM IMAGES RETAILView All

RETAIL TECH ICONS: BRINGING IN INNOVATION AND SCALABILITY

Asurvey of 1,420 IT executives across Europe, Asia and the Middle East found that there has been a 59% rise in investment in technology by retailers during 2022.

6 mins read
Images Retail
November 2022

Building A Connect: How Brands Are Making The Most Of The Year-End

As the year comes to a close, brands are looking forward to making the most of the quarter and have dived into the omnichannel world. Post the pandemic and having witnessed an unprecedented growth, the retail sector is strengthening business by leveraging automation and adding a personal touch to the shopping experience.

5 mins read
Images Retail
November 2021

The Shift in Textile Retail Segment: Here's What Consumers are Looking for

With the onset of the festive season, retailers across industries and domains are starting to register sales, which is bringing them out of the clutches of the lowmarket trends they have been experiencing since the pandemic. However, every industry needs to understand their customer more specifically now and textile for that matter essentially needs to know what the consumers are looking for.

3 mins read
Images Retail
November 2021

Redefining the Retail Shopping Experience with NDHGO's Scan & Go Solution

Scan & Go solutions have emerged as greatly advantageous and useful for brick-and-mortar retail stores. The cutting-edge‘ Scan & Go self-checkout system makes retail shopping convenient, quick, and secure.

5 mins read
Images Retail
November 2021

Urban Square, Udaipur welcomes key tenants for fitouts with ceremonial keys

One of India's most exciting retail real estate projects located in one of the country's most historic cities — Urban Square, Udaipur announced the start of fitouts at the IMAGES Retail Awards (IRA) 2021 ceremony and welcomed some of its key tenants with a ceremonial handover of keys to their stores.

1 min read
Images Retail
November 2021

Customer Loyalty in Retail: Technology Trends

Customer loyalty has now become a very hard thing to get for any retailer as customers these days have an abundance of options to choose from when shopping in the highly competitive retail market. Global Data Thematic Research highlights the key technology trends impacting the customer loyalty theme.

3 mins read
Images Retail
August 2021

Destination Korea – In just a click!

Korikart brings in a flavour of Korea right to our doorstep. This marketplace brings multiple Korean favourites, all at one place. Brands like The Saem, Plan 36.5, Jin Ramen, Mustaev, The Face Shop, Innisfree, Etude House and many more are just a click away on Korikart. Korikart has certainly gained many followers since inception, but how does the brand continue to carry on the excitement with new additions and its impeccable services. Here’s unraveling their story!

5 mins read
Images Retail
August 2021

Eyeing Growth

In this exclusive interaction with IMAGES Retail, Lalit Agarwal, Chairman & Managing Director of V-Mart Retail Ltd talks about the recovery from pandemic losses and the future of omnichannel retail. Excerpts:

5 mins read
Images Retail
August 2021

ADIDAS ENDS ITS 15 YEAR SAGA WITH REEBOK, SELLS OFF THE BRAND TO ABG

German sports giant, Adidas has made it official that it has entered into a definitive agreement to sell Reebok to Authentic Brands Group (ABG) for a total consideration of up to € 2.1 billion, with the majority to be paid in cash at closing of the transaction and the remainder comprised of deferred and contingent consideration.

1 min read
Images Retail
August 2021

KEARNEY PREDICTS INDIAN E-COMMERCE DOMAIN TO HIT $40 BILLION MARK BY 2030

The e-commerce sector is emerging in a big way in India and keeping in mind the boom and the growth of this sector, the global consulting rm Kearney came up with a report titled “Value e-commerce: The Next Big Leap’s Indian Market” highlighting the growth story of the e-commerce industry in India. As per the report and its findings, India will soon represent an e-commerce market valuing US $40 Billion. This growth comes with the growing consciousness towards value.

2 mins read
Images Retail
August 2021
RELATED STORIES

IRELAND FINES WHATSAPP 5.5M EUROS FOR EU PRIVACY BREACH

Ireland fined WhatsApp on Thursday for breaching strict European Union privacy rules by forcing users to consent to allow their personal data to be used to provide “service improvements and security.”

1 min read
Techlife News
Techlife News #586

Inside Facebook's conscience

Mark Zuckerberg established the oversight board to investigate how Meta handles controversial posts. Two years in, the panel's members want to expand their mission and transform the way social platforms work.

10+ mins read
WIRED
December 2022 - January 2023

The Not-So-Social Network

As Facebook and Instagram react to TikTok's rise, common assumptions about their grip on our attention are suddenly up for debate.

6 mins read
Fast Company
Winter 2022-2023

Zuckerberg's Shrunken Empire

If it wants to build the metaverse, Meta first has to fix its once-mighty ad business

6 mins read
Bloomberg Businessweek US
November 21 - 28, 2022 (Double Issue)

SOCIAL MEDIA'S KNIFE LEADER

Instagram is Nº 1 in the genre for custom knives-here's why

6 mins read
Blade Magazine
December 2022

Tara McGowan – Ms. Info

A former Democratic millions into Meta's ad operative is sinking networks to build a digital media machine for the left. Her strategy: Target potential voters with grabby local news stories, then get them to the polls.

10+ mins read
WIRED
November 2022

Master of the Metaverse

How the young Mark Zuckerberg became one of the most powerful and influential men on the planet

8 mins read
Maxim US
November - December 2022

IRISH WATCHDOG FINES INSTAGRAM 405M EUROS IN TEEN DATA CASE

Irish regulators are slapping Instagram with a big fine after an investigation found the social media platform mishandled teenagers’ personal information in violation of strict European Union data privacy rules.

1 min read
AppleMagazine
September 09, 2022

Social Media Offers Parents More Controls. But Do They Help?

As concerns about social media’s harmful effects on teens continue to rise, platforms from Snapchat to TikTok to Instagram are bolting on new features they say will make their services safer and more age appropriate. But the changes rarely address the elephant in the the room — the algorithms pushing endless content that can drag anyone, not just teens, into harmful rabbit holes.

4 mins read
Techlife News
August 13, 2022

Paul Telfer (Xander, DAYS)

What was your best birthday ever?

1 min read
Soap Opera Digest
August 08, 2022