GBG Case Study

The Cloud enables Parinita to make beautiful, handmade sarees available to women around the globe

About Parinita

• parinita.co.in • Mumbai, India • E-commerce retailer providing traditional sarees from West Bengal to all women who live outside Calcutta, in India as well as other parts of the world • 3 employees including founder • Founded in February 2013

Parinita is an e-commerce enterprise founded to offer hand-woven or handloom-made sarees from West Bengal, an especially culturally rich area of India. Although there was great demand for these sarees, Jayanti Gupta, founder of Parinita, was aware that it was impossible to find them outside of the region in which they were made since they were not commercialized. A centuries-old craft was therefore in danger of becoming a dying art. Fortunately, Parinita offered a way to distribute them across India and beyond. Today, with over 600 sarees sold, Parinita is a platform that celebrates womanhood and women as both the creators and wearers of the beautiful garments, while keeping the art alive. The Internet is the backbone of Jayanti’s business. It offered the only effective way to display the wonderfully diverse choice of fabrics, textures, colors and patterns that Parinita offers. It is also crucial for managing supply, since every saree is unique and cannot be replicated. The Internet also enables Jayanti to keep her team to just her and two other full-time members of staff. Jayanti uses Google AdWords and Google Analytics to better understand her customers’ needs and adapt her offering to them. Naturally, the Internet gives Parinita a wide reach and the sarees are now sold in nearly 80 cities in India and over a dozen countries. Jayanti says, “I’ve been able to sell to customers who would not normally have access to these products anywhere in their locality.”

“I’ve been able to sell to customers who would not normally have access to these products anywhere in their locality.” — Jayanti Gupta, founder of Parinita Reaching such a wide geographical area while preserving a beautiful, traditional art form is Jayanti’s biggest achievement. Her next step is to add some more products, including customized services like additional madeto-order elements and accessories. “These are not available in most online stores that sell these products,” she says, “so it’s a good niche addition.”

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