Close engagement with community and virtual adaptability for business sustenance

Melbourne-based entrepreneur Samita Bhattacharjee is one who has taken the lockdown in her stride. Her fashion label “Deidaa” was one of the Australian fashion businesses selected to showcase at World Boutique, Hong Kong, in January 2014. Talking to India News recently she said, “We were on the verge of taking a big leap in 2020 with our business, when COVID struck. Some of our big clients put their orders on hold. We had to take stock of the situation, reinvent and reboot. One of our shipments was delayed. The client, a long time Deidaa regular, was patient and understanding about the delay. We nurture our clients and build strong relationships with them. The bonds we forge with our clients over a period of time stood us in good stead through COVID. There were no cancellations. All our invoices were honoured. Our clients are now coming back to us with wholesale orders.”

Regarding the innovative steps taken to safeguard “Deidaa” against the effects of the lockdown, she mentioned that they introduced and developed products that supported working from home, homeschooling children, and home bound activities like cooking. Some of their products double up as teaching and learning aids, and have been very popular with children.

About the strategy her business adopts to withstand crises, Samita said, “Deidaa interacts closely and gives back to the community, be it the bushfires or the pandemic. We have revived Deidaa’s YouTube channel, deidaasecogiftsonline. We are uploading videos that have a strong community focus. We record conversations with wellness experts, master chefs and stay at home mums and upload these videos on YouTube. We give tips on organic living, homeschooling children, COVID management, online conferencing and other relevant topics.I appear on Facebook Live every Sunday. This is an opportunity for my viewers and followers to interact with me personally, share comments and ask questions.At Deidaa we are inclusive. We urge our clients and followers to contribute to our various initiatives e.g., the Plastic Free July challenge, thus enhancing wellness and positive engagement.”

Melbourne-based fashion business “Deida” owner, Samita Bhattacharjee (right) with her daughter, Shilpi

As far as her family and friends are concerned, Samita says that her husband, who is a health professional, has to go for work physically but her daughter Shilpi and her partner, who are insurance and IT professionals, respectively, are working from home. They are maintaining their fitness levels through Yoga and exercises, while their dog Simba is a source of joy to all of them. Acknowledging the necessity of the current lockdown, Samita, however mentions that unfortunately some of her friends have been stood down from their jobs and many have had to put up with radical changes.