Lifestyle Public Relations / November 29, 2020
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To Position Tjori.com as one of India’s most avant-garde yet premium home-grown e-commerce platforms for handcrafted products
Creating a strong recall value of Tjori as one of the leading online-first artisanal ethnic brands
Context
Catering to the growing enthusiasm and curiosity amongst individuals for traditional Indian products, Tjori has been one of its kind ever since its launch in 2013. Bringing out the best of India, Tjori defines its flight by winging it with categories including Apparel, Home, Wellness, Jewellery, Shoes, Bags, mother and child and men’s category with the maximum products sold from their Apparel andWellness category. The brand’s vision is to bring the world a little closer and make all discover worthy products, discoverable and within the reach.
Communication’s narrative
Tjori being a premium e-commerce platform for handcrafted products lacked visibility and brand recognition. Tjori was founded in 2013 but there was no news on Google search engine as they lack PR on the brand. Tjori was competing with prominent home-grown brands like Jaypore, Fab India which were gaining a lot of media visibility and brand recall through their PR campaigns and influencer outreach. Tjori wanted to focus more on online platforms as compared to print to increase its visibility on search engine optimization.
Tjori and Wishbox Studio collaborated on an approach that not only presented Tjori as multi-category, online-first artisanal ethnic brand but also as a lifestyle brand that caters to 195 countries across the globe. Wishbox team highlighted how the founder Mansi Gupta who is known for her elegant sense of fashion saw a huge demand for Indian handicrafts abroad and came up with an idea of creating a brand which offers exclusive hand-crafted products from Indian craftsmen, weavers and artisans at the best possible prices and great convenience.
Our strategy
The PR approach and intent were to create a strong recall value among the lifestyle and corporate segment of media. Wishbox Studio positioned Tjori as one of the leading home-grown brands offering handcrafted products in India and abroad without compromising on the quality. Wishbox Studio focussed on online platforms to gain traction on Google search engine. Wishbox Studio aimed to underpin the brand’s reputation for novelty, classiness, and authenticity and out-of-the-box products.
The “Solution”
With the increasing demand for home-grown brands in India, team Wishbox Studio initiated online and offline activities to increase awareness of handcrafted and organic products in India. Team Wishbox Studio promoted Mother and child category and tapped social media influencers and mommy bloggers for the same. Through this activity the brand witnessed major visibility on social media platform like Instagram.
Wishbox Studio as PR partners helped in the brand’s development and growth stories by showcasing their USP in the home-grown category. Team Wishbox studio promoted all the various categories of the brand from clothing, to jewellery to home decor to wellness to mother and child to accessories.
Team Wishbox Studio promoted the funding news and organized media interactions across cities like Delhi, Mumbai and Bangalore to ensure the media’s attention for Tjori in the market. As per Tjori’s PR brief, Wishbox studio tapped more online platforms and gained news across it.
The corporate media strategy for Tjori was to promote the expansion and growth of the brand in various categories. Tjori’s funding news garnered coverage in various prominent online platforms.
We aligned one-on-one interviews, shared expert opinion for industry stories, explored various platforms for speakership opportunities which formed a predominant part in leading us to some great coverage in publications like Mint, The Financial Express, ET Retail.com, ET online, YourStory, IANS (News wire), TOI online, VC Circle, Inc42, ET Brand Equity online, L’officiel, Vogue online, Femina online, NDTV Hop and more.
Outcome
Tjori has garnered extensive media exposure and has firmly established itself as one of India’s leading homegrown multi-category, online-first artisanal ethnic brand
brands of the country.