What do you believe are the greatest challenges facing the sector or industry you would like to specialize in at IE? What role do you hope to be able to play in this sector or industry in the medium term?

1. IE Business School Application 2018
What do you believe are the greatest challenges facing the sector or industry you would like to specialize in at IE? What role do
you hope to be able to play in this sector or industry in the medium term?
Ninisa Bajpaie, India
Ninisa.17@gmail.com

2. IE Business School Application 2018
What do you believe are the greatest challenges facing the sector or industry you would like to specialize in at IE? What role do
you hope to be able to play in this sector or industry in the medium term?
Agenda
• My Journey…
• My Field of Play…
• Challenges & Opportunities…
• My Dreams & Aspirations…
• How will I get there…

3. My Journey…
Ninisa Bajpaie, India
Ninisa.17@gmail.com
Over the course of my professional journey,
I’ve evolved from working on customer and
marketing insights in the consulting
industry at Bain & Co, to using my
knowledge of the market to design and
implement marketing and growth strategies
in the consumer technology industry as an
entrepreneur at Mealme and later as a
Brand Manager at ShopClues, a unicorn e-
commerce startup.
Brand Manager
E-Commerce unicorn in India
with a valuation of over $1 Bn
Online Food Aggregator, managed
marketplace for local chefs
Global Management
Consulting Company
Founder & CEO
Business
Associate
Global Rotation Program
(Boston)
Selected among 75 applicants to work on
the Annual Operating Plan for the CS&M
Practice
Raised $100K in Seed Funds
Exited at 1.3x Valuation
Winner at TiE Accelerator, Jaipur
Led a team of 35 & scaled company to 515 meals
per day with $45K monthly revenues
Awarded 100 Most Influential
Marketers by CMO Asia, 2017
Only Non-MBA Manager
Leading a team of 5 with annual marketing
budgets of $3.9 Mn

4. My Field of Play…
Ninisa Bajpaie, India
Ninisa.17@gmail.com
Post MBA, I aim to continue my journey in
the marketing function and remain within
the E-Commerce Industry.
Specifically, I want to focus on the Fashion
Category for a global E-Commerce
company like Farfetch and Net-a-Porter or
in the ecommerce division of a luxury
fashion player such as Tory Burch
Global Fashion E-Commerce Industry
Global Fashion Industry
$2.4 Trillion
Indian Fashion Industry
$70 Billion
Indian Fashion E-Commerce
$7 Billion
Source: McKinsey Business of Fashion Report 2017; BCG Fashion Forward Report 2017

5. Opportunities…
Source: McKinsey Business of Fashion Report 2017; BCG Fashion Forward Report 2017
Fashion E-Commerce India Story
$2-BN growth by 2020(P)
Variety most important driver for Lower Tier
Shoppers
• Digital will influence $30 Bn of fashion
spending by 2020
• Mobile drives online access — 85% of online
shoppers shop on mobile
• E-commerce will grow 4x to reach $12-$14
Bn by 2020
• Online shopper profile of 2020 will be
diverse — women to be 50% of the base;
lower tiers more than half
• Stark differences across customer
segments — metros, males driven by
discounts; women & lower tiers driven more
by variety
• Touch-and-feel is the major barrier for
existing shoppers, more so in small town
India; fit is a concern for women shoppers
Leverage Digital Across Touchpoints
Built Digitally Enabled Personalization
Re-imagine Store Shopping experience
Opportunities

6. Challenges in Fashion E-Commerce…
Source: McKinsey Business of Fashion Report 2017; BCG Fashion Forward Report 2017
High Rate of Return for Fashion (>25%)
Managing inventory for Fast Fashion
Logistical Challenges in reaching Tier 3,4 Cities
No Brand Loyalty for E-Commerce players
Sizing & Personalization for Consumers; Online 2 Offline
Using AI and machine learning and optimizing user generated reviews about products
Going forward consumers will choose and discover products online and make final
purchases offline
Demand forecasting basis predicted changes in trends
Changing consumer preferences lead to shorter shelf life of Fashion Inventory
For e.g. in India legging and jeggings have taken over demand for normal denims
Scattered demand and supply in smaller towns
Although majority of merchants belong to Tier 2 and beyond, they are unable to sell
online due to logistical challenges including inventory warehouses primarily located in
metros
Functional relationship with online players
Consumers are flirting with all online fashion players, with no loyalty towards any
brand. Purchase decisions are made basis price & offers.

7. INTRODUCE INDIAN EMBROIDERY TO THE WORLD AS
COUTURE
My Dream & Aspirations…

8. Bringing my dreams to life…
More than 20 embroidery styles in
India – no global visibility
Indian embroidery is done in small towns of
the country by local artisans, whose work
until now has only been used for Indian
dress styles – Saree and Lehenga
Many embroidery styles are getting extinct
as they are expensive to purchase and
demand for luxury in India is limited
Help Small Town Indian merchants get
global exposure, by using Indian
Embroidery in Western Styles and
catering to the global Haute Couture
Market
Build an online ecommerce
platform for Indian Haute
Couture with global delivery like
Net-a-Porter
Like Zuhair Murad and Ellie Saab have brought Lebanese
embroidery to the world by infusing traditional handwork
in gowns and dresses, I aspire to bring Indian embroidery
to the world. Moving away from using Indian embroidery
only in Indian outfits styles, and infusing them instead with
attires globally demanded in the luxury market (Dresses &
Gowns)
Bring Indian artisans’ work online and deliver
across the globe to luxury consumers through an
online discovery and sale portal such as Net-a-
Porter and Farfetch

9. How will I get there…
IE Business School
IE’s entrepreneurship focused MBA will allow me
to sharpen my business skills and learn
fundamentals of operating in a global set up.
Its culturally diverse class structure, with more
than 80% international classmates will help me
learn about leadership styles and problem solving
in different cultures.
Experiences such as the Venture Lab and Area 31
will help me hone my pitching skills as well as
interact with the wider startup ecosystem. I hope
to find future co-founders and potential investors
through the IE Network.
Marketing Manager at Farfetch
Or Net-a-Porter
Founder of Indian Haute Couture
Ecommerce Platform
Post MBA, I aim to join a luxury Fashion E-Commerce
company to learn about
• Logistics, management of inventory in the fast
fashion industry
• Marketing to global luxury consumers
• Using technology for demand forecasting and
pricing along with personalization
• Use my knowledge of the Indian industry to
identify and onboard merchants online
• Use learnings from global experience to build
global supply chain and deploy marketing to
build demand
• Use my knowledge of Indian consumers to build
branding around the platform and give
consumers a reason to love the platform as a
brand
INDIAN ROOTS