DailyObjects witnessed 300% growth in business in the past two years: Pankaj Garg

DailyObjects was created in 2012 as India’s first premium D2C Lifestyle & Tech accessories business. The brand’s designer portfolio includes mobile covers and accessories, laptop peripherals, home office gear, watch bands, bags, and wallets, all with an emphasis on aesthetics and ease. The majority of the items are created and produced in India. It is capable of delivering to over 29,000 Pincodes worldwide.

It enables around 500 Indian artisans, who contribute to the creation of almost 80% of the portfolio in India. It lives by the notion that every day is a new chance, and its goods are deliberately made to be practical and bring happiness and inspiration every day, with a focus on Make in India.

DailyObjects is a highly dynamic and responsive social, cultural, and technical environment. We are continually inventing and adapting to the contemporary demands of the consumer, looking for insights in changing lives.

Roots Ventures just invested $2 million in the start-up. DailyObjects had previously secured $1.3 million from Unilazer Ventures in 2016.

In an email interaction with Adgully, Pankaj Garg, Co-Founder and CEO of DailyObjects, explores more on the brand’s journey and how it brings a unique quotient to the table, leveraging influencers, future growth strategy, and more.

How has been your journey as a lifestyle accessories brand since your inception?

When we first started out in 2012, our aim was to break the cliches and stereotypes around great design – that only the ones who can afford to shell out a large sum of money have access to good design. We want to make Design affordable and see huge untapped potential for the same. We started with mobile cases but kept expanding the offerings as the business grew. Today, we have over a dozen categories on our platforms such as cases, sleeves, bags, laptop accessories, wireless chargers, watch bands, home & office accessories, and many more.

With our widespread presence on all the major marketplaces, DailyObjects can deliver to 29,000+ pin-codes in India and the overseas market. To date, we have sold more than 10 million products and have a repeat rate of up to 45 per cent, which is one of the highest in the industry.

Apart from DailyObjects’ website and mobile application (available at PlayStore and App Store), our products are also available on India’s leading e-commerce platforms such as Myntra, Amazon, Nykaa and CRED. We are a Make in India brand, and also have our manufacturing units set up in the country. Additionally, over 1 million unique customers have downloaded our app.

DailyObjects has been a profitable company for the past four years now. We have a current revenue run rate of Rs 60 crore+. At present, DailyObjects is one of the leading homegrown D2C Brands in India and has built end-to-end capabilities from designing, production, and sampling to 3D modeling and content curation.

What was the idea and concept behind setting up DailyObjects?

DailyObjects provides ‘Considered Solutions Fit For Modern & Digital Lifestyle’. We started our journey when there were barely any premium tech accessories available in the market. Seeing this as an opportunity we tapped into this million-dollar market as such products were inaccessible and expensive.

Saurav Adlakha and I explored Internet commerce in its initial days when other entrepreneurs were still contemplating the risks of the market. As the name suggests, the core idea of DailyObjects is to offer everyday products that are tech & design forward, but with top-notch functionality and usability features that one could use in daily life. Saurav Adlakha and I believe that an unconventional spin to everyday objects add more life to one’s daily routine. Hence, our focus is to provide premium homegrown accessories with a global appeal that emphasises both functionality and design.

How was the growth of the business during the pandemic? How is DailyObjects different from the existing competitors?

Being a digital-first brand, we’ve witnessed a significant 300% growth in our business in the past two years. The COVID-led pandemic did impact the businesses across the industries, but product demand via websites and other marketplaces never stopped.

As a Design-led, truly Indian brand, we have set up in-house end-to-end capabilities for design, development, manufacturing products, curating creative content and sales. This undoubtedly gives us an edge over competitors to command better quality, efficient supply chain, and ROI-led marketing, resulting in the maximum value being passed to aesthetics-seeking consumers.

We’ve collaborated with over 500 craftspeople to meet the daily needs of over 2 million clients and users worldwide. We do everything in-house for most of our products and thus, have developed robust systems to support that. Investing in our manufacturing facility in Delhi NCR gives us the liberty to experiment and pick newer trends rapidly. It also helps us gain full control over the quality of products and efficient fulfillment to end consumers.

What is your marketing strategy going forward? What are your target groups?

As part of our new marketing strategy, we are venturing into more design-led partnerships and producing more short-form video marketing. These videos will showcase the product utility at the core. We plan to launch more digital marketing campaigns in the coming times. Recently, we have launched the #FromTheDesk social media campaign featuring inspirational stories of leading game changers such as Sanjay Garg, Founder & CEO, Raw Mango; Arun Sharma, IAS & Officer on Special Duty to Hon’ble MOS for Electronics & IT and Skill Development & Entrepreneurship and Ann Philipose, Psychologist. The campaign depicts the story of entrepreneurs and professionals each of whom have a different definition of ‘workspace’ owing to the different fields they are in.
As youth and new-age professionals connect with more influencers, we are charting plans to tap the influencer partnerships for our upcoming launches. Additionally, we are also signing strategic brand partnerships with some of the leading brands such as Boat, Rage Coffee, Swiggy, etc., to gauge more customer attention.

What are the marketing trends that you are going to dominate in the D2C industry in near future?

We emphasise on communicating our brand ethos and philosophy via videos showcasing how our products are used in everyday life and how they can help to simplify and enhance a user’s life. We have plans to launch such product-led creative digital campaigns that will not only feature our collection, but also talk about the optimal utility of the product to connect better with our customer base. Apart from this, short-form video content marketing is another trend that we aim to prioritise. Product utility videos supported with stills and aesthetically pleasing content will drive more traction from the customers.