FOUNDER & BRAND DIRECTOR at Gulabidress.com (2025-04 – Present)
Launched and established a contemporary D2C western wear brand, managing end-to-end business operations, brand positioning, and supply chain infrastructure.
- Successfully onboarded and launched the brand on premium fashion marketplaces including Myntra and Nykaa Fashion, expanding the brand's omni-channel footprint.
- Scaled business performance to achieve a consistent monthly sales run rate of INR 10 Lakhs within the initial phase of launch.
- Spearheaded market research, competitor bench marking, and consumer persona mapping to design and curate highly relevant, market-fit apparel collections.
- Built an agile vendor and manufacturing network from scratch, ensuring high-quality production margins, cost productivity, and optimized inventory replenishment cycles.
- Oversee digital catalog management, SEO-driven product optimization, and e-commerce marketplace strategies to drive customer acquisition and digital footprint growth.
SOURCING DIRECTOR at Houseofzelena.com (2022-11 – 2025-04)
Served as a founding team member, building the product portfolio from scratch and scaling the D2C maternity brand to a INR 15.00 CR annual revenue milestone.
- Led research and development for proprietary fabric compositions tailored to maternal comfort, utilizing wearer trials to refine products and drive superior site-wide ratings and SEO descriptions.
- Conducted routine spending pattern analyses, consolidating suppliers and renegotiating terms to drive significant cost savings and improve margins.
- Managed product photo shoots, editorial presentations, packaging, and end-to-end branding efforts to elevate market presence.
- Recruited, trained, and mentored a high-performing product development and sourcing team.
SOURCING DIRECTOR – PRIVATE LABELS at Vivoiz Heattech Pvt Ltd. / Healofy.com (2020-01 – 2023-03)
Spearheaded sourcing, R&D, and launch strategies for private label products across women's maternity wear, personal care, baby apparel, and accessories.
- Directed a cross-functional team of 8 sourcing and packaging professionals, ensuring seamless operational alignment with core management.
- Orchestrated strategic procurement and inventory planning models, successfully mitigating stock-out risks while eliminating excess inventory overheads.
- Maintained robust supplier relationships and performed continuous market research to evaluate quality benchmarks and secure competitive pricing advantages.
SR. CATEGORY MANAGER at Spoyl.in (2018-05 – 2020-12)
- Led vendor on-boarding and brand acquisition strategies across multiple apparel and lifestyle categories.
- Developed and executed targeted category plans to meet aggressive quarterly revenue goals and maintain organizational profitability norms.
- Collaborated with data analyses and planning teams to identify market open spaces, scale best-selling products, and maximize high-velocity inventory turns.
- Supervised and mentored a regional team of category managers and executives out of the Delhi office.
SOURCING AND MERCHANDISING HEAD at V.Fraas Fashion Accessories India (2015-04 – 2018-05)
Managed the end-to-end sourcing requirements of global offices across 18 countries, including Germany, the US, UK, Canada, Japan, and Korea.
- Independently directed product development for premium international accounts including Hugo Boss, Versace, Mercedes Benz, Country Road, and Bloomingdale's.
- Managed vendor matrix alignment in strict accordance with rigorous European audit standards, demonstrating deep expertise in SEDEX and BSCI compliance.
- Expanded the company's environmental footprint by successfully sourcing sustainable materials, including Recycled Polyester, BCI Cotton, and Organic fabrics.
- Delivered quarterly business updates and strategic performance reviews directly to the global CEO.
MERCHANDISER at William E. Connor Associates Pvt. Ltd. (2013-01 – 2015-03)
Handled key international buyers, managing the entire product lifecycle from initial design development through final shipment and documentation.
- Structured price negotiations with factories to balance production feasibility with the buyer's target gross margins.
- Facilitated international buyer visits to India, setting up tailored collection ranges and managing supplier showcases.
MERCHANDISER at April Sourcing Pvt. Ltd. (2008-02 – 2013-01)
- Coordinated with buyers and vendors on fabric sourcing, seasonal line developments, print/embroidery innovations, and sample approvals within strict cost brackets.
