Not long ago, the minute someone said simple monochromatic hues, we couldn’t imagine how these designs could represent a warm, cosy, and comforting home. Jaisee from the minimalist home decor brand Andneat has not only challenged this perception with her designs but also created a brand telling a story with a limited colour palette. 

What is Andneat? 

A Home Decor brand selling monochromatic minimalist designs. It’s run by two best friends Jaisee and Jatin from Delhi NCR. The brand is known for its clean and classy designs and solid, no-BS product quality.

Meet the founder

​Jaisee Tomar is the mind and heart behind Andneat and is a designer by profession but a true marketeer by work ethic. She started her career working for major designers like Rohit Gandhi and Rahul Khanna. She gave importance to making the customer an important part of the design journey and created products with the end user in mind.

As most mothers do, Jaisee pushed pause on her career to take care of her baby daughter and then the pandemic hit. The ample amount of time prompted her to pick up a hobby - concrete casting. She spent hours online and in her home making the first prototypes for her bestselling products.

How did the journey begin?  

In April 2021, it all started with an Instagram account. She uploaded images of her products to get a sense check from her friends and family. She sent sample products (Indoor Planters to ride the wave of green thumbs during COVID) to people within her network. Needless to say, they all really loved it.

Also, she researched the right hashtags to get organic visibility on Instagram and her first paying customer found her within a few days of setting up the shop. A photographer wanted her planters for an interior design photoshoot and she delivered them within two hours. 

Jaisee’s differentiated designs and scrappy yet effective marketing skills turned her from a bored stay-at-home mom into a budding entrepreneur.

Onwards and Upwards: The growth journey

The feedback from friends and the first customer was very motivating. Jaisee focused on getting good-quality images to build a solid catalogue and started using ads on social media to expand her reach. She made sure that every customer’s feedback was heard and every design was perfected to reflect the market’s demand.

Giving Back to Society: Partnering with Artisans

Once people found her designs, they wanted more. Hence, Jaisee expanded her business to ceramics and did a noble deed by partnering with local artisans to bring her designs to life. Her products are hand moulded and hand painted by 30+ artisans in Uttar Pradesh. She sat with them comfortably and explained the processes to make sure her product’s quality was retained. She realised that while many brands outsource their production, actually connecting with the artisans not only made the relationship better but also made the work more fulfilling for both parties involved.

How did Minis on Swiggy come into the picture?

As Jaisee’s business continued to flourish on Instagram, she realised the platform wasn’t without its limitations -

People could not trust her brand while making a purchase.

She couldn’t reply to the hundreds of ‘PP’ or ‘Price Please’ requests in her comments.

Payments were not integrated with the product purchase/discovery platform.

Supporting customers with order tracking requests was tedious.

Then, the co-founder Jatin discovered Minis and realised it was the solution to all the problems posed in front of their business.

Not only did Minis integrate a payment and order tracking solution with their storefront, it allowed customers to browse products through an easy-on-the-eyes interface within their Swiggy app. The quick catalogue upload and chat features were like cherries on the proverbial cake and needless to say, Jaisee was hooked.

Success on Minis

From humble beginnings to its elevation to the stature of a top seller, Jaisee has so far delighted 130+ customers on Minis with an impressive rating of 4.5 and an envious repeat rate of 11% in just six months.

Take a delightful stroll through Jaisee's store on Minis on Swiggy here - Andneat​