“When I am asked to share my journey as an entrepreneur, these words from Mitch Albom articulate my struggle and inspiration: “All endings are also beginnings. We just don’t know it at the time.”
On the path to success, it is often the small steps that seem insignificant that pave the way. Likewise, one good year of business is also the result of a dedicated journey taken years prior. It was the same for Aditi Garg.
“I am Aditi Garg,” she declares with an air of quiet confidence, “Founder and CEO of Adwitiya Fashion Pvt. Ltd.”
Amidst the constant flux of decisions made from a business perspective, Aditi’s focus on her goals was the driving force behind her accomplishments in 2023. Looking back to 2019, her foray into the domains of technology and retail might have seemed audacious to some.
Yet she chose not to be limited by her lack of prior expertise but instead embraced the chance to challenge herself.
Aditi Garg is a strong believer in the idea that nurturing personal dreams should not come with a sense of guilt. She emphasizes that dreams are meant to be chased, regardless of gender-imposed barriers.
To speak of her brainchild, Adwitiya Fashion has carved a niche for itself in the fashion jewelry industry. However, while 2012 marked the birth of the Adwitiya Collection, it was not really her passion back then. Aditi reveals,
“My passion was to become a CA and work for a big company. I had a dream very similar to anyone else’s. However, in 2019, everything changed.”
The inspiration
Hailing from a lineage of jewelers, Aditi’s affinity for donning diverse jewelry pieces with various ensembles ran deep. However, she couldn’t ignore a persistent worry – the risks associated with real jewelry, a concern for both buyers and sellers.
Aditi explains,
“This situation made me quite upset because I always had the thought that I wasn’t secure. Then I came up with an idea to start this business. I sensed that people actually wanted to wear artificial jewelry, but two things held them back. One is their self-esteem – what will people say if I wear artificial jewelry? The other is the unavailability of high-quality fashion jewelry. So, I decided to focus on creating high-quality artificial jewelry to bridge this gap.”
Determined to bridge this gap, she balanced studies and business for almost six years before fully committing to entrepreneurship in 2019, leaving behind her aspirations of becoming a CA.
Her goal was simple: to create artificial jewelry that had the allure of silver and gold. This idea was rooted in practicality, providing sophistication without the hefty cost of genuine precious metals.
For Aditi, fashion became a space where quality and self-respect intertwined, empowering individuals to redefine their choices without worrying about judgment or financial strain.
When asked about what is unique about them, Aditi highlighted,
“We offer high-quality 24-carat gold-plated jewelry that closely resembles real gold. When you wear Adwitiya, no one would suspect that you’re wearing artificial jewelry. The intricate detailing of our products speaks for itself, providing you with the confidence to wear gold without any risk.”
Navigating troubles
“Amidst its hurdles and lows in 2014, I started a small business out of my keen interest in jewelry. With just Rs. 17,000, I took a leap of faith and started my own jewelry business by curating a few designs for my relatives and friends. My endeavour had potential and I soon joined Amazon as one of the sellers. But just when I thought I had crossed a hurdle, I was struck down by another.”
Digital shopping wasn’t the initial choice for many back then. Although Aditi’s first order arrived within three days of listing, the skepticism around online purchases persisted.
In search of capital investment, Aditi turned to family and in-laws, but gaining trust for an online venture proved elusive. As the doors closed, she found herself standing at a crossroads. This wasn’t her first brush with setbacks. Her aspirations to become a Chartered Accountant had faced hurdles before, and despite her husband’s support, her CA exams fell short of the desired outcome, testing her determination.
Letting go of something cherished can be a profound choice. Aditi says,
“After a prolonged period of contemplation, I ultimately reached the conclusion that I needed to reopen the door I had closed for myself long ago. I regained control of my business and developed a fresh perspective on my strategy. The world had undergone changes, and the market had become more favorable for e-commerce. However, the most significant transformation was in my belief in my entrepreneurial abilities.”
In the initial stages, Aditi encountered significant procurement challenges. Demand for their products outstripped their suppliers’ capacity, causing delays and quantity limitations. Adapting swiftly, they transitioned from sourcing a wide array of designs to focusing on 30-40 designs per month.
This strategic shift allowed them to secure larger quantities while also altering their supplier network.
Today, Aditi’s team directly collaborates with skilled artisans who not only meet their demands effectively but also offer competitive pricing.
This direct engagement has enabled Aditi to provide customers with high-quality products at reasonable prices, bridging the gap between affordability and excellence.
Feats so far
For Aditi, success is the accumulation of small yet purposeful steps toward achieving their mission. That mission is clear: to offer customers top-quality products at affordable prices, underpinning their commitment to customer satisfaction. Aditi tells us,
“Customer satisfaction means everything to me, and we are achieving tangible results. Adwitiya boasts an impressive 80-85% repeat customer ratio. When we receive positive feedback from our customers regarding our products, it reaffirms that we are on the right track.”
Amid their journey, Aditi’s achievements have begun to shine brightly:
- Myntra featured her story on Masterstroke.
- Her story received publication recognition.
- They earned the distinction of the best eCommerce brand from Business Mint.
- Adwitiya earned a spot among the top 100 challenger brands, according to Your Story.
Plans ahead
Aditi’s vision for the future is clear: to propel Adwitiya to the forefront as the premier brand in the realm of fashion jewelry. While they’ve already secured the top spot in the bangles category across e-commerce, their aspiration is to dominate in all categories.
In pursuit of this, they’ve expanded their catalog to encompass various jewelry types, ensuring customers can access a comprehensive range of fashion pieces, all affordably located in one place. Aditi further adds,
“In 3 Idiots, a film I admire for its valuable lessons, Aamir Khan’s character poignantly says that one mustn’t chase success and strive for excellence instead. This is my mantra as I am currently focused on developing the global reach, demand, and versatility of Adwitiya’s products.”
With an unwavering focus on customer satisfaction, Aditi is confident that their dedication will pave the way to realizing their ambitions in due time.
Lessons learned along the way
Aditi’s journey has imparted invaluable lessons. She underscores the vital role of technical and financial acumen in navigating the online business landscape. Furthermore, she emphasizes the pivotal contribution of a well-chosen team, treating them as indispensable assets.
However, her most resounding lesson revolves around continuous learning. She advocates that while money can be fleeting, knowledge is enduring. Aditi’s mantra is clear: perpetually learn and grow, for therein lies the pathway to enduring success.
