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Latest Articles
The Clicks That Weren't Paid For
INHANSS enters the D2C Brand Champion category on a quarter its founder describes as its most diversified yet. For most jewellery brands selling on a large marketplace, visibility is something you buy. In her nomination for the D2C Brand Champion category, Amita Roy makes close to the opposite argument for INHANSS. Roy writes that around 77% of INHANSS impressions and 67% of clicks on Myntra were organic during the quarter, based on figures she reports exporting from Myntra's
Sep 33 min read
Everyone Told Her Marketplaces Don't Work for Jewellery. INHANSS Tested the Assumption on Myntra
Most early-stage jewellery founders are told to stay away from marketplaces. Returns are heavy, price comparison is instant, margins get complicated, and the customer belongs to the platform rather than the brand. Amita Roy heard all of it before she listed INHANSS on Myntra, and she writes that none of it struck her as unreasonable. What bothered her was a different risk, one she says founders discuss far less often: rejecting a channel before the customer has had a chance t
Aug 224 min read
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