CAI is the brainchild of Aradhana & Dhanraj Minawala, two entrepreneurs who dared to take an unprecedented business stride, and shaped an extraordinary trend in the footwear industry. The CAI store was launched in 2015 with the sole purpose of providing non-leather footwear locally and globally to the trend-conscious at affordable prices.
The CAI Store has served more than 2,00,000 happy customers to date and has grown sixfold since March 2020.
With the fast-paced growth, the founders (Dhanraj Minawala and Aradhana Minawala) were stuck in the day-to-day operations and issue resolutions. With the anticipation of growth, the founders wanted to build a team and bring in some structure, systems and processes to sustain the growth more efficiently.
October 2019 - March 2020
How we helped a fast-growing women’s footwear startup to structure their growth
We went through a series of interactions with the management team in identifying the various bottlenecks and challenges where they were getting dragged and were spending time that could have been spent on business growth and expansion.
We bucketed the issues as Strategic, Operational and People related and bifurcated them as issues that impact growth and issues that have arisen due to lack of structure and capability development.
We understood every role from the Management and their expectations from those roles post which we interacted with the people manning those roles and understood their understanding of those roles and the challenges faced by them. This gave us clarity on whether the challenges were due to communication gaps, capability gaps or lack of intent from those individuals.
Once we had the clarity we started working on challenges and issues that could be solved through Communication, Processes and Development of the team. We also created a structured Business Plan mapped to the Manpower Plan (helping the founders have clarity of when to hire which role along with Salary Benchmarking and role requirements).
The CAI Store has grown more than 6 times since we did the project with them in 2019-20. They introduced Heels within a few months of our recommendation and today Heels account for more than 40% of their sales. They have launched products in collaboration with Rhea Kapoor and Aashna Shroff respectively. The CAI Store launched its first retail store at the Pheonix Mall at Lower Parel, Mumbai.
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