Homemakers use social media to resell clothes, lifestyle items

Business Women

Homemakers in Gujarat are increasingly getting involved in the reselling business through social media platforms.

Ashal Bhogesara, an apparel reseller who owns FabFashion, informed The Observer: “Amid the pandemic, when several people are losing their jobs, this business is offering employment to women. Also, due to the pandemic, I have experienced an upward trend in my business. Demand has increased by around 70 per cent in the past one year.”

“People are slowly shifting towards these groups from e-commerce sites because of reasonable price, availability and quality. My income has increased by three-fold. This business has proved to be beneficial for homemakers as they can earn along with managing household their work,” she added.

Bhavika Odedra, a reseller who owns Trendy Fashion Basket, said: “With this business, I can be considered an independent woman. Owing to the pandemic, the demand for commodities has increased by 50-60 percent in the past year.”

Citing the importance of social media, she added that selling through social media groups and promotions increased her business a lot. With an unabated surge in Covid-19 cases, people prefer buying goods online to visiting physical shops. 

Dealers find it convenient as they can operate a business without making a big investment.

Rashmi Sehra, a dealer who sells to resellers through the Navras Fashion Hub, said: “For the past one year, the number of resellers is steadily increasing…. I have a team of 30 resellers. It is rising every day. A physical shop requires investment in the form of capital, workers’ salaries and rent. On the contrary, we can operate a business through social media just by investing time. Hence, it proves to be more profitable.”

Customers find it a safe as they can buy goods without the risk of getting infected.

Kinal Lila, a customer of Fab Fashion, shared: “I feel more satisfied while buying from online resellers. Apart from (getting) a wide variety of products in various sizes, I can buy them without leaving my place. Also, unlike on e-commerce apps like Myntra and Ajio, here we can contact the seller. This helps me in making appropriate decisions about the material while buying.”

Kruti Virani, another customer, said: “The only issue I faced while buying clothes through this medium is size. While purchasing branded products, we can rely upon the size mentioned. However, here it seems difficult.”

With the number of resellers rising, shopkeepers complain that few customers visit their shops.  

Kuvar R, who sells apparel, said: “My business is on the verge of liquidation. Online resellers seem to be our competitors who… have gained our entire customer base.”

In the beginning of the pandemic in 2020, his income declined by 40 per cent. Now the fall is 90 per cent, Kuvar shared.

According to a report of Zinnov, a research and consulting firm, around two million homemakers resell several lifestyle and clothing products using social media platforms. They earn $8 billion-$9 billion in sales. The figure is estimated to increase to $48 billion-$69 billion by 2022.


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