We recently had the privilege of interviewing Parvathy Achyuth, Founder and CEO at Zaecy. Realizing the void in the inclusive activewear industry, Parvathy started Zaecy and leveraged her expertise in offering functional yet comfortable activewear. Parvathy’s Zaecy team masters crafting breathable, durable, stretchable activewear.
Besides being the Founder of Zaecy, Parvathy is a gold medalist in Mass Communication, a branding specialist, and also presented a research paper on Olay’s digital ads at ICACCI. In this insightful session, Parvathy speaks about her career journey, and visions on overcoming challenging phases, and offers suggestions to beginners starting in this relevant field.
Made To Move – A Unique Approach
We started the interview by asking, “Could you start by telling us about your professional career path?”
Parvathy Achyuth shared, “I embarked on this journey into the athleisure business with a clear vision. Our core strength lies in our extensive manufacturing expertise, from fabric creation to the final product, serving numerous renowned brands globally. Simply put, I aim to offer top-notch quality to customers, providing a premium experience of Comfort and Style at an affordable price point.
Our brand ethos revolves around inclusivity, embodied in our ‘Made to Move’ concept. Whether it’s high or low intensity, performance, or leisure wear, we cater to all needs. We provide a wide range of clothing options, and our designs are based on customer-centric research and surveys, meeting their demands effectively. Our team includes experts in brand development, management, and technical expertise in the garment industry.”
Parvathy Achyuth added, “Despite being new to this sector before marriage, the invaluable experience from my father-in-law and husband, who are deeply involved in garment manufacturing, guided me. Our athleisure brand, established in 2021 and thriving by 2023, was born from seizing opportunities. With a passionate team, we strategically chose the UAE as our launchpad, a cultural melting pot offering vast growth prospects. Transitioning to e-commerce, we’ve made our mark through events like Dubai Active Expo and partnerships with notable organizations like Dubai Police Academy and Fitze at Danube Sports World. Together, we’re shaping an impactful brand in the ever-evolving athleisure industry.”
A Transformative Journey With Zaecy
Every business is inevitably filled with challenging phases. To learn how Parvathy adapted to the challenges and shaped her profession, we inquired, “What have been the most significant barriers you’ve overcome, and how have these challenges influenced your leadership philosophy?”
Parvathy Achyuth replied, “I perceive a slight deficiency in traditional experience, as my post-graduation was swiftly followed by admission to the State Civil Service Academy and subsequently, my wedding. It was the initiation of our brand, Zaecy, that truly marked the beginning of my learning journey. Every facet of my life became intertwined with Zaecy, transforming challenges into strengths as I immersed myself in every detail without reservation.
I dedicated additional effort to familiarize myself with the garment industry and gained experience by working in our factories in Jordan, which helped us successfully transition from B2B to D2C with learning and adaptation.”
“Recruiting the right individuals was tough for our startup. We balanced growth potential with financial prudence and a vision-aligned culture. Despite limited funds, we attracted talented people who shared our values. Building a brand and gaining recognition takes time, but every successful brand faces similar struggles. Challenges shape our brand and narrative. With confidence, competition won’t stop us from achieving results, showing perseverance. Seizing the right timing and opportunities is vital. Initial setbacks are chances to persist with determination and flexibility until your goals are achieved.” Parvathy added.
Fostering Innovation And Improvement
To understand more about the approaches adopted by Parvathy to encourage innovation within her firm, we asked, “How do you foster a culture of continuous improvement and innovation within your organization?”
Parvathy Achyuth shared, “Typically when launching a startup, there’s often apprehension about venturing into experimentation. This sentiment is particularly prevalent in the apparel athleisure sector, where concerns over production costs, shipping expenses, and other financial outlays can constrain our ability to stay abreast of current trends. However, at Zaecy, we’ve defied these limitations.
Presently, we boast an expansive range of over 150 to 200 styles, encompassing approximately 400 to 450 SKUs, rivaling some of the established brands in the UAE. We have groundbreaking collections forthcoming despite a muted response to Zaecy’s recent launch. Our product range now includes innovative yoga mats, bottles, and accessories.”
Parvathy Achyuth further added, “Our commitment to quality extends to the incorporation of cutting-edge fabric finishes such as Solare 30 and 50 (providing UV protection for both skin and garments), Quickwick, EziDri, Antibacterial properties, and Soil release technology. These advancements minimize the need for frequent laundering, making athleisure a versatile choice for various occasions, seamlessly blending style and comfort. Zaecy’s in-house manufacturing explores new trends with culturally vibrant prints, promoting collaboration, constant learning, and unique market identity.”
Staying Ahead Of The Curve
Eager to learn how Parvathy ensures her organization stays updated with all the latest market developments, we asked, “In the context of global competition, how has your company adapted its strategies to maintain a competitive edge?”
Parvathy Achyuth responded, “As previously noted regarding our product innovations, our marketing strategy now aims to connect with our audience through social media and other channels. Currently, we’re prioritizing organic growth over simply chasing followers or likes. Our focus is on attracting genuine potential buyers who can resonate with our brand and potentially become our brand ambassadors.
Our comprehensive marketing approach includes developing a Zaecy Influencer community, targeted ads, a mobile app, and incorporating AI technology. Our current focus is on building brand awareness through trust, ultimately driving sales. Despite the COVID-19 pandemic, we value both digital engagement and physical showrooms. Our goal is to expand globally by 2026, drawing inspiration from established brands while maintaining our unique identity. We believe there is potential for all brands to succeed in the market.”
Customer-Centric Approach
Having a customer-centered approach is paramount for the success of any business. To learn how Parvathy incorporates client insights in her business, we asked, “What role has customer feedback played in shaping the direction of your products or services?”
Parvathy Achyuth replied, “Zaecy has always prioritized a customer-centric approach since its inception. Rather than imposing our uniqueness on customers, our focus is on delivering what they genuinely want and find comfortable. While it’s impossible to satisfy every customer, we strive for balance by considering the majority’s preferences while also considering minority feedback, which has sometimes led to unexpected attention.
We value customer preferences and adapt our designs based on feedback. Customers can review and provide feedback on our offerings, both before and after launch. We also gather insights from customer visits and events.”
Parvathy added, “We prioritize customer satisfaction by personally ensuring their needs are met. Our brand values inclusivity and authenticity, embracing every customer regardless of body type. Through active engagement on social media, we create a supportive community. Customer loyalty is important to us, and we strive to provide the comfort and support they expect.”
Incorporating Core Principles
We further asked, “How do you approach corporate responsibility and ethical business practices in your operations?”
Parvathy Achyuth shared, “Here lies the reality that while we endeavor to explore alternative methods to minimize environmental harm within the garment sector, it’s imperative that we collectively ensure the environment receives ample restitution and that practices such as animal testing are unequivocally avoided.
Our corporate responsibility focuses on the environment and society, emphasizing well-being. We minimize our carbon footprint, practice fair trade, invest in social and environmental initiatives, and engage in volunteer work. Our fair labor policies treat employees as family, prioritizing care and support. We value employees’ emotions, believing that genuine care builds trust and loyalty. Ensuring our team’s happiness is crucial before striving for customer satisfaction.”
Plans We Asked Parvathy Achyuth
We were intrigued to learn more about the products offered at Zaecy and any future plans. So, we asked, “Could you tell us more about your services/products and if you have any upcoming plans regarding them?”
Parvathy Achyuth replied, “Zaecy, established in the UAE in 2023, is a premium athleisure brand that prides itself on inclusivity. Our mission is to provide high-quality garments and unique collections at an accessible price point, diverging from conventional offerings. We aspire to be more than just a brand; we aim to become a trusted companion in our customers’ lives, offering garments tailored to various activities and intensities.
We prioritize comfort and style, aiming for a deep connection with customers. Our vision is for Zaecy to be a staple choice in every household. Through continuous development and strategic marketing, we adapt to the evolving needs of our audience.”
Advice To Beginners
Lastly, seeking guidance for beginners in this field, we asked, “Would you like to give beginners in the same industry some advice?”
“I believe it’s crucial to personally learn and face challenges on our journey, as each person’s story is unique. Flexibility and adaptability are necessary to respond to the moment while maintaining a clear vision; the details can always be adjusted as needed. When pursuing a goal, it’s inevitable to encounter both triumphs and setbacks. In business, nothing remains static; fluctuations in growth are inevitable. However, with unwavering determination, hard work, and the right attitude, one can overcome challenges to a significant extent. Remember, you are destined to progress and evolve.” Parvathy concluded.
Follow Parvathy Achyuth on LinkedIn.
Find Zaecy on LinkedIn and visit their website www.zaecy.com
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