This IIT Delhi and IIM Lucknow Alumna Found A Silver Lining In The Jewellery Business

The right piece of jewellery can give one the might of a thousand burning suns. Such is the power of a well-crafted piece! Poem Kabra’s Zavya, a D2C brand, understands this well and is making the most of it. This IIT-IIM alumna is a modern-day example of a visionary entrepreneur. The brilliantly crafted silver jewellery at Zavya is designed to make everyone feel beautiful every day of their life - that too without emptying the bank.  

Kabra’s mantra of success lies in understanding the needs of her customers. While the industry is ridden with the perils of fast fashion, jewellery is one section where things slow down to a graceful pace. The user wants jewellery which is durable, chic and cheap at the same time. 

Kabra’s Marwari roots, along with her learnings from IIM Lucknow helped her to understand there is huge potential in jewellery in India. With nearly 48% female population she recognised the perks of a flourishing segment for a jewellery business. However, her path to success was long and awry. It took her a failed business to realise she has to streamline the company's operations by narrowing the product segment. Unlike her competitors, she could not sell all kinds of jewellery products.

The year 2019 was a turning point in Kabra’s career. An epiphany hit the IIT-IIM alumna that she could capture the fancy of modern Indian women by offering them silver jewellery. Zavya provides affordable everyday fashion solutions to urban women. Silver jewellery can be worn at semi-formal functions, parties, and even office meetings. 

Kabra’s business acumen is highlighted in her understanding of how modern India dresses up. She recognised that a modern Indian would keep their outfit casual, yet sophisticated. Considering this, designers at Zavya ensure their jewellery is not high on embellishments. 

Business brains like Kabra are responsible for taking the silver jewellery segment to new heights. The market share of silver jewellery in 2022 stood at USD 3.5 billion. Further, it is projected to hit a mark of USD 6 billion by 2025. The fusion of superior craftsmanship and affordability is the reason the jewellery market has witnessed this growth. 

Poem Kabra’s story is inspiring for those who think there are fewer opportunities in the market. An MBA degree is not a prerequisite for launching and running a successful business but it surely does help. What one learns on a B-School campus can work wonders when applied carefully.