Desi Hangover TodayDesi Hangover in 2020 made a total sale of more than 5 lakh shoes andearned a revenue of over 3 Crores INR. Furthermore, they have hired morethan 30 artisans from Athani and transformed the dying art of shoemakinginto one of the most sought after professions in the village. It has beenselected by the Stanford Seed Program and supported by the Acumen Fund.Hitesh is currently based out of San Francisco with UC Berkeley, Abha isbased out of Seattle which is overlooking the USA operations, and Lakshya isbased out of Singapore to oversee Asia Operations. Desi Hangover currentlyhas 51 Outlets across 7 countries.WADHWANIFOUNDATIONThe credit of the success of Desi Hangover goes to the patient validation ofthe problem statement and finding the right time to leverage and maximisethe opportunity. 6:00cdn.fbsbx.comTo test this further, Hitesh thought to further validate the market byimplementing a Fake Door Strategy.DoneWhile experimenting with the pricing and the product, Hitesh argued thattheir product should have originality. They understood that their customerscared about footwear that was lightweight, handmade, leather, versatileand most importantly, comfortable. This revelation led Abha to sketchdifferent footwear designs and talk to Gurunath, the artisan who made thefirst batch of footwear. What emerged from this exercise was a unique shoethat had the intricacy of a traditional Kolhapuri chappal, the finest qualityleather and yet comfortable and lightweight at the same time. They thoughtof applying the fake door strategy at an upcoming exhibition in Chandigarh,India, with this first batch.Fifteen shoes with the newdesigns were shipped toChandigarh for the exhibition.Lakshya managed to sell almost allthe footwear in a half-day, andthen he decided to implement thefake door strategy. He retainedone footwear out of the batch tocollect pre orders.Fake Door StrategyWhenever a person came to inquire about the product, he showed themthis last remaining pair and asked them to pay 50% of the amount as apreorder. In this way, he validated that there is an organic demand andensured that sales keep happening. At the end of the exhibition, theycollected over 70 orders, which was the validation they needed.WADHWANIFOUNDATIONThese 70 orders also meant that there was advance cash paid againstthe orders. This advance was the perfect start for them to know thatthere is a validated Opportunity. After graduating from college, Hiteshand Lakshya did not sit for their placements but started their ownfootwear company. Abha, Hitesh's professor, soon joined the team aswell.r↑

Desi Hangover is a seller that takes you back to your roots. Desi Hangover offerings are all…

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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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