Rudraksh

Concept & Vision

Rudraksh is a venture of Renée Enterprises Pvt. Ltd., which has interests in fashion retail, real estate

and investments. The Company’s share-holders are a husband-wife team, Chetan and Rasika

Wakalkar.

It was a long cherished dream for Rasika to bring quality designer labels and clothing to Pune as

there was none of the like here and this huge gap in the market needed to be filled up.

This was with a vision to benefit the Indian designers’ community and such markets as are

connoisseurs of the same, but which have no easy reach to the earlier said. In short, also making

business sense out of fashion.

Rudraksh, a high fashion designer wear store located at the plush and thriving area of Aundh

presents designer clothing by well-known Indian fashion labels. It brings in the best designer wear

collections, the latest accessories, exclusive pret, evening and occasion wear under one roof for the

first time in Pune.

The store offers wide range of Indian and western wear variety to choose from, in vibrant colours

and sassy silhouettes to augment your style quotient for any event, be it day or night.

Rudraksh is Pune’s first multi-designer store, spread across 4,000 square feet and houses collections

of 30 odd designers at any given time on the floor, besides having sold over 55 designer labels at

various times at the store.

Designers

Abraham & Thakore Arpan Vora Geisha Designs

Jatin Verma Kavita Bhartia Krishna Mehta

Lina Tipnis Maheka Mirpuri Malini Ramani

Manoviraj Khosla Mona Pali Nachiket Barve

Namrata Joshipura Neeta Lulla Nida Mahmood

Nikasha Tawadey Pero Preety Jhawar

Priyaa Awasthy Priyadarshini Rao Rahul Mishra

Rahul Reddy Ranna Gill Rohit Bal

Savio Jon Shyam Narayan Prasad Sonali Mansingka

Sonam Dubal Tarun Tahiliani Wendell Rodricks

& many more

Accessory Designers

Bansri Joiallerie Bash Curio Cottage

Diana Linda Malaga Rinaldi

Rohan Arora

& many more

Merchandise

The store merchandise is bought by the store owner and buying team at various fashion shows.

The merchandise selection is done at the choice of the store owner, and the designers are not under

contract to provide garments to the store. The store relies on exclusivity and ensures that the

garments sold in the store are one of a kind and not available anywhere else.

Rudraksh obtains new merchandise every 15 days.

Merchandise available in the store includes Western and ethnic wear, accessories, jewellery,

footwear, watches and hair accessories.

Clientele

Clientele is mostly from Pune and Mumbai. It is an elite clientele.

It caters to an upper class that wishes to own exclusive and different designer wear from renowned

designers. It is a clientele that is picky and choosy and knows what it wants/

Store location

3000 sq.ft.

- Prime location, Aundh.

- Road facing, glass facade, located in the centre of a busy shopping area.

- Promoted by a well-known and respected family known for benchmark quality delivery and as

trend-setters in Pune.

Why?

The store changed location 1 ½ month ago.

The store owner lives near the store.

The business in the previous location was booming, so it did not affect the decision to shift.

Most of the purchasing clientele is from Aundh and Baner. This helps the store do business and has

affected the decision for location.

As the store is an exclusive store, it does not rely on mass public for sales. Thus, it’s business is not

affected by the store’s slightly off main road location.

Last year’s media presence.

In the last year, Rudraksh has had up to 33 articles in newspapers and magazines that talk about the

shore, the labels that it stores, the designers that it show cases and the various events that they

organise.

These articles have come been published in newspapers like Pune times, Pune Mirror, DNA,

Cityscape etc. The articles are usually placed in page 3, the social pages, or on pages and days

specifically dedicated to fashion.

The Store uses newspapers and magazines for its publicity. Radio advertising is not done.

While there was a lot of promotion when the store first opened, it mostly relies on word of mouth

for further marketing.

All new stock and collections are covered in the newspapers.

Why?

This is an intelligent marketing strategy to follow as it reaches the right clientele.

Events

- Inauguration

- Priyadarshini Rao & Geisha Designs Promo Show

- Lina Tipnis promo Show

- Rahul Mishra

- Diwali Promo

- Preeti Jhawar

In the past year, the store hosted around 4-5 fashion shows and events, to promote new collections,

new seasons and new store location.

The invitee list for such events is highly selective and only potential and target market audience is

invited.

Some shows were the 4th September anniversary show, the diwali promo etc. All events get

adequate media coverage and promotion, along with high exposure through association with

celebrities and socialites.

Why?

Keeps the TG up to date with collections, makes them feel special and help keep the store in media

and ahead of competitors

Stpre and events