Unlocking Opportunities: Digitalisation Empowers Women Entrepreneurs in Gurugram’s Online Marketing

From leveraging digital platforms to connect with customers to embracing e-commerce and virtual marketing strategies, women entrepreneurs in Gurugram have harnessed the power of technology to strengthen their businesses in the face of unprecedented challenges. In this article, we explore how digitalisation has enabled female innovators in the city to weather the storm of the pandemic and thrive in an increasingly competitive marketplace.

Pastel Shades by Pragati Gupta

Pragati Gupta, the founder of Pastel Shades, embarked on her entrepreneurial journey in 2018, fuelled by her deep passion for clothing. “Initially, I faced the challenge of earning a steady income by selling my self-designed dupattas,” Pragati told the team at Suburblive. “However, I remained undeterred as a businesswoman and decided to utilise Instagram and Facebook to market my work.” Pragati regularly conducted live sessions on social media platforms, quickly gaining traction, attracting repeat clients, and generating substantial sales. Pastel Shades has evolved into an established and trusted brand offering a collection of casual wear and office attire for women. The brand prioritises quality and inclusivity, using only the finest fabrics and celebrating women of all sizes. With their flattering silhouettes, the company’s designs aim to accentuate the wearer’s best features, instilling confidence in every outfit.

In June 2023, the company celebrated the first anniversary of their first physical store, marking another milestone in its remarkable journey—a feat made possible by the support of its online clients; Pragati has her milestones fixed. “By next year, the brand will be ready for its first round of funding. Consistent hard work and a keen look at the market in terms of international fashion trends and customisation according to the client’s personality make each garment extension of the person who wears it. “

Adrah Crystals by Priya Raman

Priya Raman’s journey with her company, Adrah Crystals, began in 2012, driven by her quest for solace after her father’s passing. Unable to find relief through conventional means, Priya explored various healing modalities. “I delved into practices of Reiki, tarot reading, and palmistry until I eventually discovered the spiritual powerhouses of Mother Earth—crystals,” shared the entrepreneur.

The act of healing through crystals gained massive support on social media, helping individuals cope with mental health issues such as depression and anxiety through spirituality. Priya successfully connected with this audience, building a community around her brand. Adrah Crystals offer a diverse range of crystals for meditation, energy generation, protection, productivity, and more. The online account features jewellery, home decor, statues, figurines, certified gemstones, rock salt lamps, and more. With a focus on corporate and individual gifting, Adrah Crystals provide a holistic experience for those seeking spiritual growth and well-being. When asked about her strategies to engage with online clients, Priya emphasised the importance of feedback and promoting satisfied customers’ testimonials on her page. “It’s a holistic journey, with crystals, alternate healing requires the energies of the person dispensing the products to be in a higher vibration and the connection with the customer is equally important. I am happy balancing the two asset ingredients. Gradually more people are moving towards this alternate method of experiencing a better life,” she says.

Faburra by Parul Garg

Founded in 2017 by Parul Garg, Faburra is a home-grown brand born out of her love for cotton and handloom textiles. Parul’s initial collection consisted of Sarees, readymade ladies’ Kurtas, and dresses. Within three years, she opened her first physical store. Despite the challenges brought by the Covid-19 pandemic, her unwavering dedication to her craft compelled her to shift her focus to online marketing platforms for the survival of her business.

“My weekly live sessions on Facebook are a boon as they allow me to reach customers worldwide,” shared Parul with the Suburblive team. Soon, her company became an international presence with clients spanning India, Australia, Malaysia, Nepal, and the USA. Parul aspires to extend her vision beyond fashion and establish a workshop to encourage artisans and weavers to craft exclusive masterpieces for the company. Last year, she opened another store in the city, offering an expanded variety of designs and providing a delightful space for Faburra’s customers to explore and discover their favourites. Faburra, apart from giving elegance through its designer wear to women, Parul is compassionate towards the weavers and handholds them by creating work opportunities for them. “It is crucial to have the right weave for the fabric to look elegant,” says the textile expert. Order online or walk into the store; the lady will be ready to dress your choices.  

Boutique The Shop by Shruti Bansal

Shruti Bansal’s venture, Boutique the Shop, initially began as a journey of self-discovery and acceptance. Her experience as a coordinator at the International Academy of Design and her keen eye for aesthetics made founding a fashion and jewellery company a natural choice for Shruti. The online platform started as a gift shop but quickly found its niche in creating sustainable accessories. Despite the lockdown that followed its foundation, consistent posting and a good understanding of algorithms helped Shruti maintain connections with her customers.

The success of her online company can also be attributed to her empowering and all-encompassing vision. “Our goal is to empower women of all ages and backgrounds to shed their inhibitions, embrace their true selves, and become everything they aspire to be. The sky is not the limit; we women are limitless,” remarks Shruti. This vision resonates with her following. The brand is on the verge of registering as a physical store soon. The handmade jewellery and accessory designer has an interesting hand-crafted product line, including neckpieces made from jute, beautiful Rakhis and festive earrings with matching ethnic bags. The designer has cracked the code if you are looking for delicate pieces or heavy neckpieces.

These women entrepreneurs of Gurugram have demonstrated remarkable resilience and innovation by harnessing the power of social media platforms to propel their businesses forward. By creating meaningful content, conducting live sessions with their followers, and engaging in authentic storytelling through their branding, they have leveraged the digital age as a tool for growth. As they continue to adapt to the dynamic digital landscape, these women will pave the way for future generations of female innovators, proving that the possibilities for business success are boundless with determination, strategic thinking, and an authentic online presence.

Story inputs by Rianna Basu for SUBURBLIVE.