IndianRoots Weaves Together A Beautiful Story In #InherentlyIndian

Ecommerce portal for ethnic Indian wear has launched its debut marketing campaign 'Inherently Indian'. We look at its marketing efforts on digital and social media

Ecommerce is steadily rising in the country with more and more Indian consumers comfortable with the idea of e-shopping. Apart from major ecommerce players, the country is also seeing a healthy growth in specialized ecomm verticals for designer apparel, jewellery and even furniture.

A fact that can be easily ascertained with regular news of fresh funding in the ecommerce sector. One of the etailer to raise funding this year is IndianRoots, the ecommerce arm of NDTV.

Launched in mid-2013, the company has been selling ethnic Indian wear to all parts of the world. Today it has over 100 designers including top ones like Sabyasachi, Rohit Bal, Neeta Lulla, Meera, Muzzafar Ali and Anita Dongre, and 700+ brands on its online marketplace with a worldwide customer base. India and US are the largest markets.

Now looking to target the Tier 1 and Tier 2 consumer base in India, IndianRoots has rolled out its first ever television commercial ‘Inherently Indian’. Conceptualized and created by Brandmovers India and directed by acclaimed director Soumik Sen, the 90-second TV spot takes the viewer on a journey that is Inherently Indian. The film was launched on Indian Independence Day.

Narrated through richly weaved lyrics, it takes you through a myriad of Indian traditions and urban women’s wear, while showcasing what IndianRoots is all about.


Prior to the launch of the ad film, the brand began to build #InherentlyIndian conversations on social media. Users were invited to share things that happen only in India. And while at it, the brand also populated the campaign hashtag with its own Indian tales, offering a glimpse into the new film. Timed rightly, the TVC was launched amidst the celebration of freedom on Independence Day.

Building the right brand story

As an ethnic wear buff, I share a similar craze for all things in Indian fashion, especially in women’s wear. And a story about rich Indian colours, fabrics and fashion can be told in a hundred ways. This IndianRoots TVC does say it in the best way possible - by showcasing our roots with a blend of the modern and the traditional.

Although the TVC is to reach out to tier 1 & 2 cities, the digital version of the film could include the item details worn by the women in the film. Additionally, a link to the website might aid sales.

Debuting its campaign on Independence Day is another great start in brand storytelling. Driving conversations on social media with ‘inherently Indian’ tales has helped in relevant brand engagement and set its tone on the medium. The journey ahead for IndianRoots is to continue with this story that has really started well.