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Navigating the Digital Frontier: Naiyya Saggi's Blueprint for Omni-Channel Success Naiyya Saggi, Co-Founder of the Good Glamm Group shares her Insightful Take on Omni-Channel, Branding, and Community Power with RAI’s Director of Marketing and Communication, and Editorial Director STOrai Dr Hitesh Bhatt In an enlightening tête-à-tête with Dr Hitesh Bhatt, Naiyya Saggi, the force behind BabyChakra and a driving cog in the Good Glamm Group, opened up about her remarkable journey in the business world. This discussion, packed with invaluable insights, holds the keys to navigating the complex landscape of online-to-offline (O2O) retail integration, offering much-needed lessons for today's B2B retail CXOs.
The Entrepreneur's Odyssey: From 1.0 to 2.0 Saggi’s narrative is anything but conventional. She dubs her trajectory as a shift from 'Entrepreneur 1.0' to 'Entrepreneur 2.0'. Her initial brush with the corporate world saw her at McKinsey, absorbing trends and understanding businesses at scale. It was her first venture, BabyChakra, that showcased her unique aptitude. The platform burgeoned under her leadership, evolving into the largest community of mothers in India, boasting over 30 million members and collaborating with over 10,000 doctors.
The Genesis of the Good Glamm Group But it was her alliance with MyGlamm's founder, Darpan Sanghvi, that truly amplified her vision. Their collaborative ambition to make '1 + 1 = 11', led to the inception of the Good Glamm Group. Today, the group stands tall as India's first content-to-commerce D2C unicorn. With a staggering portfolio that includes brands like My Glamm, BabyChakra, Sirona Hygiene, and Organic Harvest, the group has established a formidable presence in the market.
Tackling Integration: The Omni-Channel Challenge One of the most striking elements of Saggi’s narrative revolves around the art and science of integration. Merging or acquiring companies is a feat in itself, but the real challenge often lies in post-acquisition integration. The phrase 'Go slow to go fast' is Saggi's mantra. It emphasizes patience, taking time to build trust, relationships, and culture.
The next frontier, Saggi argues, is the amalgamation of the physical and digital realms. Today, consumers oscillate seamlessly between online and offline worlds, making it imperative for brands to offer an integrated experience. Good Glamm Group's success, according to Saggi, is rooted in this understanding. By utilizing diagnostic tools such as skin imaging, virtual try-ons, and sound boxes on aisles, they've managed to bridge the gap between the two worlds.
Insights for the B2B Retail CXOs The journey wasn't devoid of challenges.
The biggest obstacle, Saggi admits, was building trust-based brands in a competitive market. However, the solutions lay in leveraging content and community for commerce. She also emphasized the significance of understanding the customer, irrespective of the platform they engage on, and reiterated the importance of being patient, building trust, and focusing on community.
Saggi’s tale is one of perseverance, innovation, and understanding the nuances of today's evolving retail landscape. For B2B retail CXOs looking to make a mark in the digital age, her insights offer a blueprint for success: embrace integration, understand your customer, and always prioritize trust.
In concluding the candid discussion, Dr Bhatt encapsulated the essence of Naiyya Saggi - a blend of passion, transparency, community-building, trust, and meticulous execution. As businesses chart their paths in the omni-channel world, Saggi’s insights stand as a beacon, guiding the way forward.
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