Fresh out of university in 2015, Megha Poddar and Shradha Ponappa realised just one factor – younger era necessary a clothing manufacturer they could simply resonate with. It led them to begin Purple Velvet, a vogue model, which was afterwards rebranded as Spring Diaries.

“We had been just out of school at the time in Bengaluru, and we started out by earning dresses for a younger group, predominantly faculty college students. But we realised that it wasn’t a sustainable sector to cater to, particularly when we had to recover the expenses we incurred as we manufactured limited items and not bulk. But that sums up what we realized about functioning a company again then. We have been driven entirely by enthusiasm, we figured out the rest as we poured our heart and soul into nurturing Spring Diaries,” claims 29-yr-old Megha.

In 2015, when the seed of thought for Spring Diaries (then regarded as Pink Velvet) was having roots in Megha’s intellect, Shradha presently had a smaller boutique label known as ‘Shradha Ponnappa’. Megha, a near mate of Shradha’s sister, promptly fell in love with her styles. She was confident that she desired to perform with Shradha to make a informal outfits line. She cherished the aesthetic appeal of the models and understood that it would garner a mass enchantment.

Megha describes, “The two of us begun the business and tried to work with various manufacturing units and freelancers. When we started off our have workshop, we had only three staff members. Afterwards, we hired a manager to operate the manufacturing facility functions so we could target on the layouts and the development of the model. Bit by bit, we commenced using the services of far more people today to regulate the retail outlet and operations. These days, we are a staff of 32 people.”

Commenced with a total financial investment of about Rs 50 lakh from a 250 sq ft. store, the model now occupies a 2,400 sq ft. space, and residences both of those Spring Diaries and label Shradha Ponnappa.

Spring Diaries

Shradha and Megha

Location up the small business and difficulties

Megha describes, although they experienced substantially to learn about the organization of operating a outfits manufacturer, the duo were absolutely sure of the kind of clothing they needed to make.

“As we made trending and wearable casual wear for the young audience, we realised that we had a significantly broader scope. We slowly and gradually tailored to processes to involve a large and various purchaser foundation. These days, we make outfits for girls in the age team of 18 to 50 from different walks of everyday living,” provides Megha.

She describes that initially they faced many issues. The production models they required to tie up with experienced a significant minimum amount order amount requirement, which was hard for a small brand. Also, they knew location up a factory on their very own associated a appreciably superior possibility and was a big cost.

“After making an attempt out a number of factories for more than a yr and a 50 percent, we made a decision to established up a little manufacturing device of our individual when ‘want’ experienced turn out to be a ‘need’! Amazingly, it essentially solved most of our challenges. We now experienced handle in excess of the variety of items we could manufacture in each and every model, which in convert mechanically reduced the chance of lifeless inventory. It gave us the liberty of comprehension the market alternatives much better and we then made more of the common items as opposed to production the total collection,” states Megha.

A further challenge they faced was achieving out to the suitable audience. Megha suggests they shied absent from marketing and advertising as it requires huge fees. But that was until eventually the crew found the electrical power of social media.

“Our younger target group was all around social media and it became the finest method of communication for us. We commenced with nominal expense in digital advertising and marketing and the improve we witnessed in the brand’s advancement and attain has been an eye-opener,” states Megha.

Spring Diaries also noticed a large spike in enterprise throughout the lockdown in 2020 because of to its on-line existence. “We unveiled a property-wear line introduced much more site visitors to our web-site as individuals commenced procuring a lot more throughout the pandemic, likely for the reason that that was the only other leisure at dwelling other than Netflixing,” states Shradha.


Spring Diaries witnessed a bottom-line turnover of Rs 50,000 per thirty day period in the early days, which little by little climbed up to Rs 1to Rs 2 lakh a month now.

“We hit a plateau as we ended up stuck at this stage for a truly prolonged time. Gradually, when we started receiving recognised at exhibitions, by famous people, and stylists, our brand name began hitting in excess of Rs 30-35 lakh a thirty day period. We are proud of the reality that we are a self-created brand name that started out with an original investment decision of Rs 2 lakh. Even though we grew very slowly but surely as we normally experienced minimal money, we have managed to increase organically. Currently, we are taking care of the brand name with our personal resources. We are undoubtedly searching to scale up as we are more self-confident nowadays and open to the idea of owning investors,” adds Megha.

The model is at this time catering to a clientele in the age team of 18-50 on the cost factors between Rs 1,800 to Rs 8,000. Some of the other models working in the room involve Chidiyaa, The Kaftan Company, Okhai, and other people.

Talking about long run strategies, the co-founders say, “We are presently focused on expanding our enterprise on the internet. We are now catering to the world marketplace as they are reaching out to a broader audience and resonating with the fashion feeling of consumers in India and across the earth.”

Megha states, “Our goal is to make Spring Diaries a million-dollar business enterprise and we are quite specific that many promising possibilities will occur our way. We are experiencing this course of action of growth and we would like our toddler to grow into a definitely wonderful brand name.”