Hair Drama Company is the brain child of Priyanka Sanghi, the young entrepreneur who created an extremely niche, aesthetic and fashion forward brand in 2015. The brand specialises in hair accessories, hair products and hair fashion services. She has very creatively interwoven technology into her brand. Coming from a background of a prominent telecom and IT business set up, she has been a part of many technology oriented projects.
She has specifically spearheaded the launch of IPTV/ Mobile TV business of HFCl group of companies. Her bent and passion for technology emanates from there, and that is why she has been able to capitalise on technology for her hair fashion brand. And her business skills stems from her educational background of Masters in Finance from Warwick Business School, UK.
Hair Drama Company creates and sells unique and trendy hair products at affordable prices. We are a brand rooted in hair fashion and forever on the forefront of the latest trends. The product list is always increasing as we want to be able to provide every accessory or product required for women to effortlessly style their hair. As a company we are on the other hand always looking to optimise processes and digitise production to be able to stand in this highly competitive industry.
In that spirit, we have recently introduced a 3D printed collection. The reason we have done this is to serve the needs of our Gen-Z customers or as the world calls them 'the millennials'. The customers of this generation are not looking to buy products just because they are endorsed by somebody. They are looking to buy an experience, how that piece of fashion or accessory makes them feel plays a big role in the decision to buy. As a brand there are three things we look to achieve from this format of digitisation of the production line.
One, uniqueness in product is due to the technical capabilities of a 3D printer, we can produce highly intricate designs that are unique to each buyer. Every product can be personalised with a name or date or make another completely new design that the customer would like to buy. Each piece can be unique in multiple ways. Since it has to be just changed in the computer and printed, the time of delivery can be as short as 2 days. As a brand we are able to create a unique connects with the customers and the coherent value of being innovative and progressive appeals very closely to the Gen-Z.
Second, the biggest advantage is that we can introduce a product in the market in a very short time. The go-to-market goes down drastically, being able to introduce new collection at a much faster rate. As an example just a couple of days after a fashion week, we could launch a fashion week inspired hair accessory collection. The process of making a piece is much lower as the layers of production are reduced to maximum 2 or 3 including designing. So the product could hit the market really quickly to leverage an ongoing trend or fad. The cost advantage is not so much yet, but in times to come, 3D printing is going to become more economical and hence we would have gone through the learning curve already by then to be able to take cost advantage out of it.
Third and the most important reason why we are starting to use 3D printing technology is to compete with larger players in the accessories market. Today any fashion industry is run on higher order quantities to the factories for raw material or for final goods. Sourcing is done primarily on the basis of higher MOQs.