Jepur - What Was Your Pricing Strategy?

Jepur was set up in 2012. The B2B opportunity at that point in time was there very much, but for us, it was impossible to be able to chase it because the economics and the commercials of the opportunity would not work for someone in our space. We were not price driven in our approach. When we said India's most beautiful product online, it was evident that we were bringing authenticity, exclusivity and quality and aesthetic, which was globally relevant. And most importantly, it is not at all representative of where the business might be today or the direction is taken now.