They say beauty lies in the eye of the beholder but when Drip Project enters the scene, beauty isn’t subjective. Drip Project brings to India statement pieces that mould into your style – whether it’s a classy fashionista moment to a dapper underground stage, with Drip Project, you’ll always be a head-turner in a crowd.
As we’re moving towards a more self-aware world, more people are identifying their sense of style and fashion, and we speak for both millennials and Gen Z. There have been numerous studies where marketers and researchers highlight the differences between the two generations, but when one taps into the commonalities of the two generations, an entirely new scope for any new-age brand unfolds. This is exactly what Drip Project set out to explore. Co-founders, Rohit Golia and Harsh Maskara, as they began this journey, had a resolute ambition to empower this essence of the young generations.
Established in 2021, Drip Project has been conquering the industry one milestone at a time. The biggest one is the appreciation they have been receiving for the versatility of these pieces. Only a few months into the business, feedback began pouring in from people belonging to different age groups and walks of life, giving Rohit and Harsh an uncondensed picture of what they began was merely a drop in the pool of success that was bound to follow. They realised that this was only the start of a huge wave of change in the jewellery market.
The jewellery industry, though extremely sought after, is a niche in itself. Entering this market was a decision based on ample research, extensive case studies, market predictions and consumer surveys. In a country like India, where jewellery for decades has been identified with traditional customs, it was about time that a new tide of intrigue came about. This gave entrepreneurs all the reasons to traverse through this market area, to identify the needs and wants of the new consumers in the market (aka the youth army). Realising the scope and supply deficiency of this side of the market, Harsh Maskara and Rohit Golia began their venture, to sail through an exponential success in an extremely short period.
Millennials and Gen Z are technologically savvy, hyperconnected and very pragmatic in their lifestyles. In other words, they know what they want and Drip Project is giving it to them. Each meticulously designed piece at Drip Project can fabricate personal narratives which have today become the biggest appeal of the brand. Drip Project has become the town’s talk of the town by exuding luxury and encapsulating the minimal aesthetic that has monopolised millennials and Gen Z’s interest. From dainty bracelets to bold necklaces, from elegant pendants to eclectic earrings and rings, Drip Project has it all. The brand also has a gender-neutral outlook giving all its pieces a larger allure in the new-age customer base.
Drip Project found its entry point to its target audience through platforms that the Millennials and Gen Z tend to consume the most. Social media-led campaigns and content strategies have helped the brand to reach out effectively and build a strong consumer base. Associating themselves with the big names has helped elucidate the success story even more. As Drip Project continues to be distinctive and prominent, it has thus far scored umpteen collaborations with the stars of B-town. An iridescent list that ranges from the bearers of fearless fashion like Ranveer Singh, Karan Johar, Rhea Kapoor, Tara Sutaria, Nora Fatehi, Kriti Sanon, Kiara Advani, and Masaba Gupta to influential personalities like Divine, Badshah, Guru Randhawa, Honey Singh, Sanjana Sanghi, King, and Bhuvan Bam. As the world strides deeper into the digital space, the brand hit it right when it collaborated with some mega influencers of the country like – Meghna Kaur, Shivani Singh, Sonakshi Singh, Radhika Sheth, Kat Kristian, Mehak Ghai, Mohit Hiranandani, amongst others.