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Smita Jain Roy, Founder at The Silhouette Store


Great Companies: How did you get your idea or concept for the business?

Smita Jain Roy: For as long as I can remember, ever since a child, I was highly fascinated by clothes, styling & creating new looks. As I grew up, even with limited resources around, I always used to find a way for creating new looks & experimenting with my dressing. I always used to get complements for my dressing & I loved helping my friends & cousins with their wardrobe.


I was very clear about two things from the beginning, first being that I had to turn into an entrepreneur at some point in my life & the second being the dream of owning my own fashion label someday; though it was a long road to where I am today. After completing my Business Degree followed by a Degree in Fashion from Delhi, I worked with a few export houses as a trainee but did not pursue it further as I received a lucrative opportunity in the Corporate World, working in Media & Marketing where I worked for various companies for around 14 years only to leave it behind & start my brand ‘The Silhouette Store’ in 2016...it was destined.


Great Companies: What are the various Services provided by The Silhouette Store

Smita Jain Roy: The Silhouette Store is a home-grown brand, which was launched on Myntra in late 2016, we are a premier Women’s fashion brand, proudly Made in India, that offers unique styles to the modern /urban women, we offer sophisticated outfits at competitive prices which can be owned by women of different genre to create a unique personality of their own. We have recently launched the website & are branching out into many other categories including premium, featuring fusion wear, plan is to soon launch resort wear and other lifestyle products.


Other than the Indian market, we are also retailing through premium ecommerce brands like Neom & similar in UAE & offline customers through platform like Zilingo.


Great Companies: What makes The Silhouette Store different from hundreds of other similar service providers?

Smita Jain Roy:

Our USP lies in the styles we choose & create, If you explore our website you can clearly see that our styles clearly stand out of the cluttered market in ecommerce market. We ensure that the silhouettes are flattering on customers with different body shapes & enhances their personality. The customers who are constantly on a lookout for unique styles are our TG.


Great Companies: What are the struggles and challenges you face?

Smita Jain Roy: The journey has been rather challenging. The business required a lot of working capital & for many years, whatever we earned went back in the business. We had to be very patient to get where we are today. When I look back at the journey which had its share of rise & fall, the road has not been easy. We faced many challenges, from financial struggles, vendor issues and human resource/skilled personnel issues but everyday has been a new learning as well. If someone asks to do it all over again I would, without any hesitation do so!

Great Companies: How do you plan to grow in the future? What does 5 years down the line look like for The Silhouette Store?

Smita Jain Roy: We have already invested 5 years in this brand, & have presence on all major ecommerce platforms, having fulfilled more than 1.5 lac orders till date & still counting. The next big focus is to further build on the website & venture into new categories reaching out to a much wider audience growing the brand 10 folds from where it is today & making it a household name when comes to fashion.



Great Companies: If you had one piece of advice to someone just starting out, what would it be?

Smita Jain Roy: I would say, If you have a great idea & a passion strong enough to see it through, you can definitely make it, all you need it the strong willpower & the lots of patience. If you have a dream you should definitely work to chase it as we just have one life & there shouldn’t be any regrets! Self-motivation is the key. You won’t be successful without it!



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