Lecture Notes: Interview with Aga, COO of Desi Hangover

Introduction

• Host: Omkar
• Guest: Aga, Co-founder & COO of Desi Hangover
• Purpose: Discuss the journey and key insights from building Desi Hangover

Market Opportunity

• Background: India's reputation for craft and culture
• Initial Belief: Familiarity with traditional products in India
• Market Research: Identified demand for innovative footwear in a saturated market
• Competitive Advantage: First-mover advantage in a niche category of Indian artisanal footwear

Brand Development

• Customer Needs: Transition from market opportunity to fulfilling customer needs
• Feedback Mechanism: Engagement through events like Kala Ghoda and Little Flea
• Emotional Connection: Customers felt their purchase impacted artisans directly, creating pride and satisfaction

Product Positioning

• D2C Challenge: Transition from a 'want' to a 'need'
• Brand Recognition: Established as essential due to quality and versatility
• Versatility: Footwear suitable for various occasions (weddings, casual wear)

Customer Loyalty

• Loyalty Factors: Quality and emotional connection
• Cart Value vs. Referral: High customer satisfaction may limit repeat purchases but boosts referrals

Future Goals

• Sustainability and Social Impact: Core values of the business
• Expansion: Aim to incorporate more artisanal products
• Global Recognition: Reinvent and scale products to meet international standards

Conclusion

• Aga's Vision: Continue to inspire and expand Desi Hangover
• Interview Outcome: Insightful discussion on entrepreneurship and brand building

Final Thoughts

• Message to Students: Encouragement to start early and innovate
• Acknowledgement: Thanks to Aga for sharing insights