Sundari Silks

A client of Madarth since 2011, Sundari Silks was established in 1998. As a renowned name in the domain of silk sarees and textiles, Sundari Silks has a pedigree that has been carefully cultivated over eight generations, with an unwavering commitment to quality, authenticity, craftsmanship and tradition.

In 2018, when they handed us the digital mandate, they had a dated open cart website. With a loading time of 4 minutes, the entire experience was cumbersome and was a challenge to the consumers. Our mandate was to turn this around to a more positive and reassuring experience that aligned with Sundari’s physical shopping experience.

Scroll through the mockup to view the design evolution from 2017 to 2020:

The immediate course of action was four-pronged.

• Revamped aesthetics that reflect the brand values
• Enhanced product categorisation for easy navigation
• Responsive design to factor the mobile user populace
• Streamlined checkouts with simple, secure purchases

The 2018 redesign exercise led to improved traffic (loading time down to 45 seconds from 4 minutes), a better customer experience and thus led in more sales. We also realised that users were spending more time at the site, as a result, we worked to add new custom features and services to the site.

In 2019, we were able to offer innovative customisation options, this included:

• Personalised blouse stitching, resulting in 7X orders
• Pico and falls stitching, resulting in 10X orders
• This gave us further impetus to up the game to the next level.

By 2020, we upped the experience further with Shopify. This resulted in:

• Improved loading time (under 10 seconds)
• Better inventory control and a wider range
• Use of plug-ins for rich features like Save & Buy Schemes, Push Notifications, Wishlist, etc.

When COVID struck, we recommended virtual shopping, a unique feature built into the website, where customers could pre-book appointments over video calling. This agile move was a game changer as customers could shop from the safety and comfort of their homes, with sarees delivered at their doorstep. This thoughtful innovation was a boon for brides-to-be and resulted in a substantial 25% increase in sales.

Through this period, the website underwent several design refreshes and upgrades keeping up with the trends

• Deployment and customisation of Shopify themes
• Integration a marketing tool for effective goal setting and re-targeting of specific users
• Integration of Bot for Whatsapp and chat integrations

Scroll through the mockup to view the new 2023 website of Sundari Silks.

A holistic digital marketing strategy that engages with a targeted audience, drives traffic and results in sales:

• SEO for higher organic traffic and improved ranking (3X organic traffic, 45k + keywords)
• Strategic Google and display ads campaigns for better click-through rates and improved RoI (4X of digital promotion spends)
• Regular, personalised email marketing campaigns
• Whatsapp integration for comm and support

Madarth’s strategic involvement took the Sundari Silks’ digital experience on par with its legacy. This resulted in

• 5X Increase in website traffic (overall)
• 8X Increase in website traffic (through social)
• 20% Increase in website traffic (through email marketing)
• 62% Increase in conversion rates
• 4X Increase in sales