At just 27 years old, Asang Karanur has turned her childhood dream into a thriving business. Her store, Urban Chic, recently celebrated its grand reopening at Mascot Complex, Arkong Ward, Mokokchung, marking a significant expansion from her humble beginnings in 2020.
A Dream Turned Reality
Asang first ventured into the fashion industry in October 2020, opening a small clothing store at the Mokokchung Municipal Complex during the COVID-19 lockdown. Reflecting on her journey, she shared, “I always dreamed of owning a small clothing shop, or ‘Suoshi Dokan,’ in Mokokchung Town. When the pandemic forced many businesses to close, I saw an opportunity, and with my family’s support, I took the plunge. I never imagined it would grow to this extent.”
Her dedication have paid off, with Urban Chic now offering a diverse collection of fashion for men, women, and children. The store sources its products from a trusted dealer in Guwahati, who maintains connections with suppliers in China, Thailand, and other southeast Asian countries. “It’s difficult to source directly because of communication gaps and differences in currency,” Asang explained. “But I try to offer quality products that are in line with current trends while keeping prices reasonable.”
Understanding Fashion Trends and Market Dynamics
Asang keeps her finger on the pulse of evolving fashion trends by staying connected through social media, shopping apps, and online reels. “I focus on maintaining a fresh inventory that aligns with current trends, ensuring that products don’t stay on the shelves too long. I rotate stock monthly to keep up with demand and avoid stagnation,” she said.
Despite challenges in the local market, she balances online and offline sales effectively. “Around 80% of my sales come from online orders, while 20% come from walk-ins at the store. The market in Mokokchung is small, but online sales—shipping across India, including Bangaluru, Delhi, Mumbai, and Chennai—keep the business sustainable,” she explained.
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Challenges and Family Support
Like many entrepreneurs, Asang has faced her share of challenges—financial constraints, market fluctuations, and the pressures of running a business in a small town. However, her family’s support has been a driving force. “My father is a businessman, and I come from a family where business is in our blood. Even during tough times, they stood by me,” she shared.
Balancing financial sustainability with business growth, Asang adapts by keeping a tight control over expenses and adjusting shipping charges strategically. “If money is there, we can do anything,” she remarked, acknowledging the financial challenges that come with expanding a business.
Breaking Stereotypes: Choosing Business Over Government Jobs
In a society where the pressure to secure government jobs is high, Asang’s entrepreneurial journey sets her apart. “Although I attempted competitive exams, I realized that business is God’s gift to me. I’ve gained so much experience over the years, and I’m content with where I am. Having a postgraduate degree alongside my business experience has also made a significant difference,” she noted.
Family, Faith, and Financial Independence
Asang attributes her success to her faith, noting that she offers ‘ten thites’ (tithes) to her church, which has blessed her journey. Married for nearly a year now, her business has become a source of financial stability for her family. “The income from the store helped me complete my studies, and now it’s helping us manage our household,” she said.
A New Vision: Urban Chic’s Future
The new Urban Chic store represents more than just an expansion—it’s a reflection of Asang’s evolving vision. While her previous store primarily catered to women’s fashion, the new outlet offers a wider range of collections for men, women, and children. Looking ahead, she envisions creating a one-stop destination for all fashion needs. “I hope to introduce an A-to-Z collection for men, women, and kids—everything under one roof,” she shared.
Why ‘Urban Chic’?
Explaining the inspiration behind the name, Asang said, “’Chic’ implies smart elegance and sophistication, while ‘Urban’ adds a modern, cosmopolitan touch. I love traveling and observing fashion trends. Friends often complimented my style, and I realized I had a knack for fashion, which led to Urban Chic.”
Despite a competitive market, Asang has managed to carve out a niche by offering quality products at reasonable prices. Her monthly profits range between ₹20,000 and ₹3,00,000, depending on the season and demand. To stay competitive, she keeps an eye on market fluctuations and adjusts her pricing and shipping strategies accordingly.
