With strong online sales and a keen eye for trends, Asang Karanur’s store continues to grow
Entrepreneur Asang Karanur has relocated her clothing store, Urban Chic, to a new space on the third floor of Mascot Complex in Arkong Ward, Mokokchung. The move marks a significant step in her business journey, which began in 2020 with a small store during her college days.
“I started Urban Chic while I was still in college,” Karanur shared. “It began as a passion for fashion, encouraged by friends, and has now grown into a business that sustains my family.”
Now generating a monthly profit of at least Rs 20,000 and an annual profit ranging between Rs 2-3 lakh, Urban Chic has expanded its offerings to include men’s and children’s clothing alongside women’s apparel. Despite the challenges of operating a retail business in Mokokchung’s sluggish economy, Karanur has found success by adapting to both physical and online sales.
“Sales in physical stores can be unpredictable, but about 80% of my orders come from online customers,” she said. “I even get orders from cities like Bangalore, Mumbai, and Chennai, which has helped the business remain stable.”
Karanur attributes her success to keeping up with fashion trends and understanding customer preferences. “Most of my products come from Thailand and China because I’ve noticed people prefer styles from these markets,” she explained.
Reflecting on her journey, she recalled her childhood dream of opening a clothing store in Mokokchung. “Over time, I believe God showed me the way. My parents have also been incredibly supportive.”
Despite holding a postgraduate degree, Karanur chose to pursue business rather than government jobs or competitive exams. “I come from a family of businesspeople—my grandparents and my father are in business—so I feel this is where I belong,” she said.
Looking ahead, Karanur hopes to expand Urban Chic further. “I want to open separate stores for men’s, women’s, and children’s fashion. Eventually, I dream of launching my own brand and designs,” she said.
Her story reflects the growing trend of young entrepreneurs in Nagaland who are leveraging digital platforms to build sustainable businesses.
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