Welcome to ChaiNet, In this episode, host Rachit chats with Ashish, co-founder of the bootstrapped clothing brand Quoted Dhaaga, which launched in May 2023. Ashish shares how the brand was born from his desire to create relatable, meaningful clothing inspired by a documentary dialogue and his own impulse purchase of a quote T-shirt and how he and his childhood friend co-founder are building a story-driven brand despite the crowded market. They discuss their content-first, zero-ad-spend approach, having sold over 3,500 units through D2C and B2B channels, and the early struggles with unreliable Delhi vendors, including a chaotic launch week where they had to personally oversee production. Ashish emphasizes the importance of patience, trust, and emotional attachment to the brand, and highlights their unique customization service and best-selling Sabra T-shirt as examples of their focus on relatability and customer experience. Looking five years ahead, he envisions seeing Quoted Dhaaga merchandise on every fourth or fifth person on the street, along with a physical store. Stay tuned for more inspiring founder stories on ChaiNet.
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