When you launched Darveys, what was your USP – what were you thinking of in terms of the Indian market?Darveys Balenciaga bag. Rs 1,97,950
My journey with Darveys.com began in 2014 with an aim to revolutionize luxury fashion shopping in India. The idea dawned upon me when my mother visited me while I was studying at Emory University, Atlanta, Georgia USA. She bought a Prada Bag for herself which would have cost half the amount, had she purchased it from a multi-brand authorized boutique in New York. I pondered over this idea for some time, and after much thought and research, I realized that India had a huge potential for discounted luxury products. The luxury market was an untapped opportunity in the country and it persuaded me to launch Darveys.com, a one of its kind, e-commerce platform in India.
This would enable my customers to buy authentic luxury brands at discounts or prices that one gets abroad. That is how Darveys.com ventured into the luxury business. We are currently offering our services exclusively in India. The thought is to facilitate the Indian market with a convenient option of indulging in their favourite luxury brands at a discounted price from across the globe while sitting at the comfort of their homes.Nakul Bajaj of Darveys
And now, you’re still the leader in this segment – how do you get such good pricing for Indian customers?
At Darveys.com, we strive to provide an extraordinary and memorable experience for our clients. We intend to empower Indian consumers and equip them with the ability to shop from 120-plus luxury brands sourced from 500-plus authorized multibrand retailers across the globe at the lowest price. The comfort and convenience of our customers are one of our fundamental principles. Even before COVID-19, when travelling was hassle-free, a shopper had to travel and visit several boutiques to find the lowest price for the product they were looking to purchase. That is where Darveys.com comes into the picture. We work with 500+ authorized stores/boutiques across the US and Europe and let the customer buy the items, inclusive of duty and taxes, at the best prices with just the click of a button.
What is the average discount that customers are getting via Darveys?
We endeavour to provide customers with the best discounts and prices from across the world. It is coupled with providing them with the best shopping experience with us. Darveys.com offers up to 65 percent off on products but these discounts vary from product to product and brand to brand, and what stores are selling them at what price.
And the duties and tax are included in the price?
Yes, they are. The prices mentioned on the website are inclusive of all taxes, duties, and GST. The price shown on the website is final price that the customer has to pay for their purchase.
How long does it take to ship an order?
We put our best foot forward to ship the ordered products to our customers as soon as possible. Keeping all logistical operations into consideration it usually takes around 1 to 4 weeks to get the product delivered, as all products are sourced directly from the US and Europe.
So you procure the brands straight from the brands/boutiques in Europe?
We work on an International marketplace model and have a tie-up with over 500 boutiques across USA and Europe. When a customer places an order on our website, our system sends the information to a boutique selling that product at the lowest price across the US and Europe, and then the boutique sends it to our international warehouse. After which, the product is shipped to our India headquarters and our domestic logistic team handles it thereafter, delivering it to the customer’s doorstep – allowing for Cash On Delivery as well.
Do you have a direct tie-up with the brands?
We work directly with authorized multibrand boutiques of the brand, which is the distribution channel formed by major luxury houses across the globe. Our network extends to 500-plus authorized multibrand boutiques across the USA and Europe which have been in the business for at least five years, and have an A+ rating with Better Business Bureau (USA). We connect the inventory of these boutiques to consumers in India and help customers get the best deals on their favourite luxury brands without having to travel abroad.
How many new brands did you add this year?
We have introduced 15 to 20 new designers in the last six months including Badgley Mischka, J.Crew, Sea Folly, Rag & Bone, Church's, Rachel Roy, Vince Camuto, to name a few. This is a continuous process, and consumers will be seeing many brands and new verticals in the coming quarters.
How many customers do you have in India, and are you planning on expanding?
Currently, Darveys.com has served over two lakh satisfied customers and these numbers are increasing every day with a daily reach of 10,000-plus visitors on the website; we also have the highest repeat customer base in the country. On examining the current trends of consumer behaviour, we’re predicting an 800-1000 percent growth in sales around this upcoming festival season, compared to pre-Covid sale levels.
You also have sales from time to time – is this successful for you in terms of getting more customers in, and does it make for a huge jump in the items being sold?
In the present era, innovation is the way forward. In almost seven years since its inception, Darveys has grown multifold while having the highest repeat consumer base against the e-commerce fashion vertical across India. With no external funding raised, the company has always focused on unit economics and has grown 100 percent over the last year with a focus on a scheduled IPO plan for the year 2024.
I truly believe that life is like an ECG machine. When it hits the lowest point, always remember the next point will be the highest. The day it’s a smooth straight line, we lose ourselves. Covid-19 has been challenging for everyone, however, we at Darveys.com, have seen a huge growth in our business. My team and I are all geared up to provide our customers with nothing but the best. Since travelling is at a halt these days, people are getting accustomed to shopping online and we at Darveys.com are all equipped to ensure that they have a fulfilling experience.Darveys Versace scarf. Rs.48,950
Who is your typical customer and where does he or she live?
Since Darveys is an online platform, anyone across the country can avail our services and also pay using Cash on Delivery on all orders. Our customer base is very diverse and is spread across the country including Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Agra, and other cities. A usual a Darveys client is a luxury fashion enthusiast, who prefers exploring a great variety across brands and products before investing in one.
Do you deliver to small towns too?
Yes, we cater to all cities while making sure that each client enjoys a memorable shopping experience with us. Smaller towns account for a huge percentage of our consumer base.
What are some of your personal faves from the men’s collection – what would you pick this season – five items – to be on point?
Ralph Lauren shirts, off-white T-shirts, Roberto Cavalli polos, Prada men’s briefcase bags, Zegna Sunglasses.
Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.
Lifestyle Insider is a showcase of all that is beautiful and luxe. Behind every creation, is a designer, chef, entrepreneur, or a design maison. I have delved into my own appreciation for objetsde luxe that I have admired over the years – be it a love of fashion from the world’s top Parisian and Italian fashion maisons and their ’90s muses, or the care that goes into sari and Indian textile collections in my own family. Growing up on four continents, as the daughter of a former Indian Ambassador, I’ve seen a remarkable array of historic places and met a myriad people. My aim is to bring my world view into this website, a curation of what I find particularly stunning, unique, and newsworthy.
It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.
A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.
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