Parth Mashrani
@parthmashrani
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Co-Founder @capesindia . D2C since '16. Tweets about marketing, business, startups, D2C.
Mumbai, India
Joined December 2015
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Pinned Tweet
Delivered 3 new product categories, 250+ ads in the last 4 months but this one's the best video ad we've made so far. Entire teams been going back to back.
Launching tshirts but for your tech, phone cases. Drop your feedback.
After countless requests, they’re finally here! Introducing MagSafe cases that redefine protection: Impact Armor & Clear Armor. Tough, Strong, and built to beat the competition🛡️
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I can't believe how a BIG TECH YOUTUBER can do this. No one should be able to get away with this.
Most of our front-end code base & product renders were copied by
@Layers_shop
, the latest venture of
@tech_burner
.
Here's a thread with screenshots & proof👇🔥
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The code was copied to such an extent that our domain name was also on their code base. Here’s a screenshot of that.
Our domain has been highlighted in the image.
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They have also copied our product renders. Mockups that were designed, shot and edited in our studio. Here’s a screenshot proof of those product renders.
The funny thing is that they don't even sell charger skins, but since it was there in our base image, it's on theirs.
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It's one thing to take inspiration & another to completely rip off someone’s website. A lot of this was also brought to our attention by the tech media community & our customers to a point where we felt it was important to bring this up and not stay silent for what we believed in
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So, in layman’s terms, their entire website base, which includes the product page description, product renders & website code [which they have now completely hidden], was taken from our website & then they claim that they have spent more than a year to make it.
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For this, we believe they should be called out. Big corps do this to each other, but someone who claims to be “authentic” should not.
They had the social responsibility to set a good example for their impressionable audience but not on false grounds.
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While there is an entire story about us working with Team
@tech_burner
for a custom line of skins in Dec 2020 but deals don't always work out, and that is fine.
Although this makes us wonder about their claimed timeline. That is a story for another day.
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We always welcome competition but not at the price of ethics & integrity. Everyone looks up to creators because they are genuine & authentic. While the story they preach is of creating a brand through hard work, integrity & consistency, they just decided to take the easy way out.
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Someone's changing stuff without owning up to it 😂
Silently admitting guilt?
@Layers_shop
@tech_burner
On the left is the image before our tweet storm, and on the right is today.
They have also copied our product renders. Mockups that were designed, shot and edited in our studio. Here’s a screenshot proof of those product renders.
The funny thing is that they don't even sell charger skins, but since it was there in our base image, it's on theirs.
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A big tech YouTuber reached out to us when he wanted to launch a skin brand and wanted us to manufacture, I sent him samples, he ghosted, eventually told me he's gonna manufacture. His website is now live. He has copied our entire website code word to word. Should I expose him?
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@tech_burner
Shlok, appreciate your apology but yet you haven't directed the apology to us
Removing our domain name from your code will not change the code structure
We
@capesindia
will be waiting for any communication from your side or team regarding the matter before escalating it further
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Five years ago. We launched our brand
@capesindia
. It all started with an idea. Publicly, I've never shared our beginning story. So here it goes 👇
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Content creator takes "inspiration" now from our content.
The team at
@Layers_shop
&
@tech_burner
have now taken another page from our playbook
@capesindia
.
1st video is our Samsung Ad video & the 2nd video is theirs.
More details below 👇
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@tarunsmehta
Competition's CEO is getting cooked and this guys just chilling. Glad I bought an Ather instead of OLA 😂
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@VedVery5
@Layers_shop
@tech_burner
Sangharsh ki baato Mai aur karne mai jo farak hai woh Hume actually pata hai 🙌
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Precisely one year ago today, we launched our global store
And in this one year, we've shipped to 60 countries with $17k revenue with no spend on ad bucks, all organic. We're on our way to becoming a global brand with a made in India background 🇮🇳🚀
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My friend, who was the event organizer at the Ambani wedding, overheard some juicy gossip: all the stars have ditched their phone cases, switched to Capes skins & are also using the MagSafe Wallets by Capes 🙃🙃
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Officially went viral on Instagram. 1.1m views 69k likes and counting.
For context :
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@DrishtantR
@Layers_shop
@tech_burner
Checkout process is same for all Shopify stores.
But everything before that is our control. And of course, everyone takes inspiration from other brands. But it's different when the entire code is copied and then claiming that it took them 3 years or they alone are doing this.
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Guys will startup a company and raise crores of Rs. but still won't start that conversation with the woman he likes.
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The only way to beat traffic in Mumbai.
Welcome home Ather 450X.
@tarunsmehta
has literally changed the game. It's a superb ride 🚀
2nd EV coming home!
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Turned the Apple Pencil into the iconic pencil of India. Coming up next
@capesindia
What do y'all think?
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2 Job openings
@capesindia
- Photoshop guy / gal
- Illustrator guy / gal
Freshers are welcome.
Dm me if any leads.
Retweets appreciated.
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Shark Tank India as started a revolution which will change the face of entrepreneurship in India for the next few decades to come and these are the things I learnt from it which might help other entrepreneurs as well. Here's the🧵
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Another brand in our space has copied our mockup image that we have shot
After the previous brand who copied us, we started adding traces of our brand name in the mockups, which we can clearly see in the image on their website
Should I expose them? I'm tired of brands copying us
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Looking for a full time
1) Photographer
2) Video Editor
3) Digital Marketing Specialist
If anyone has any leads. Let me know.
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Some of the smartest people in our generation are working to figure out how to make you click on an ad.
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We're
#Hiring
Looking for a Content Strategist for our brand
@capesindia
For a bit of context here - We make skins/wraps for your everyday devices like phones, laptops, cameras, headphones, cards and many more.
(1/n) 👇👇
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Broke the internet with this one. 8M+ views & 500k+ likes. And the product is live on
@capesindia
website.
Officially went viral on Instagram. 1.1m views 69k likes and counting.
For context :
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I wasn't going to post about this, but I thought, fk it, why not.
Maybe this post inspires a young chap to go all in on his dreams, and it changes their life.
Thanks for coming for my Ted talk.
Now, back to work 🚀
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Okay so we posted this on
@capesindia
Insta handle. AND HE LEGIT REPLIED.
Post link -
And it's live.
Product page link -
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7 year of
@capesindia
Many more to go. Still feels like day 1. More products, more sales channels, coming up.
Thank you to everyone who's been a part of the journey so far, the family will just keep growing 🚀🚀
Today marks 7 amazing years of Capes! From tech skins to MagSafe wallets and car mounts, we've loved every moment of styling and protecting your gadgets. And guess what? Something exciting is just around the corner...
Cheers to many more years of innovation and awesome
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We’re hiring
@capesindia
Content Strategist- Curate content based on the platform
Web developer- Needs to know front end, back end both
Video editor- Needs to know Adobe suite
Photographer- For product based content
Location- Goregaon, Mumbai
RTs appreciated
DM for more info
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@gizmoddict
@capesindia
Nimit, thank you for your support and thank you always being genuine with us and your audience 🙌
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Meta ads not performing for most of D2C brands in the last 30 days will force them to make better products and focus on organic reach again.
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To add a twist, they've been ordering skins from our website just before their launch. Below is the image of their order just before their laptop skins launch.
I mean, thanks for ordering, but at least don't order from the work domain🤦♂��
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- Always be the bigger person in the room
- Never be the smartest person in the room
- Always be the hardest worker in the room
- Leave money on the table if it's about to kill the relation
These things will help you go a long long way
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Okay, here we go. Watch till the end. In our MacBook mockups, we changed the letters on the keyboard to write our brand name 'Capes' hoping someone would copy it and they wouldn't notice this detail.
High-res photo is on the right. Zoom in on the keyboard. You'll see!
Didn't
Another brand in our space has copied our mockup image that we have shot
After the previous brand who copied us, we started adding traces of our brand name in the mockups, which we can clearly see in the image on their website
Should I expose them? I'm tired of brands copying us
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Just got the dark mode update of Instagram. It's finally showing its true colours.
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If anyone has seen our ads
@capesindia
on Insta. They would know this has been our ad format for 2 years. And it's not just one of our videos. It's all of them which target different audiences
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Our team
@capesindia
puts a lot of effort into creating unique ad formats and a website that reflects our brand. We take great pride in our work and genuinely appreciate the feedback & love we've received from everyone.
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Fun day at work yesterday
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Since we have started shipping internationally
@capesindia
. We've shipped to a total of 83 countries. That too all organic. No ads. Online is a whole different game!
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We're doing something different this time around. Content team went all out. Thoughts?
NEW TEXTURE DROP! Paisley Skins. Where luxury meets tech. Drop is live now! Links in bio⚡️
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Last 2 days were unreal. Everyone who knows, knows. Grateful for everything. Time to build at godspeed like always. Started 6 years go, still feels like day 1. Only 🚀
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He could've actually competed well with Shopify in India. But kis baat ka attitude hai pata nai.
Shopifys entire ethos is being kind towards their customers, could've taken that from their playbook not just the product.
@shantanugoel
Building a company isn't a 280-character job, darling.
Thoda kaam bhi kar liya karr, bahot khali time hai lagta hai tere pass ;)
And let's talk when you've built something meaningful.
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Finally, we made the website and launched the first category, Phone Skins, on 30th Sept, 2017 Dusshera.
For a few months, all the orders were manufactured, packed & fulfilled by me alone. I was even doing the customer support, video editing, taking product shots etc.
EVERYTHING
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If everything goes according to the plan. We'll be launching a product every 2 weeks till end of December.
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@thevishalj_
@VedVery5
@Layers_shop
@tech_burner
Still doesn't explain why he went ahead and allowed it when he knew that we knew about this!
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While we appreciate their admiration, we encourage originality and innovation in the industry. We'll keep striving to create new, exciting products & content for our audience.
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Launching a new product category apart from skins for the first time.
Going live today LFG 🚀
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Back when I was in my 2nd year college (2016), my college friend started making custom tshirts. I asked if I could join them as I had dreamed of owning and running a business since school. They said yes, and we started making tshirts for college festivals, corporates like MTV
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Been holding onto this design for a really long time. The design is inspired from the character 'Spot' from the animated Spiderman series. What do y'all think? Should we launch this?
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Playing a fun little game for our new launch on the website
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@ShivamVahia
@narendramodi
Just get the JCBs out and we're good for now. Tired of the unlimited traffic lol
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I want to thank every customer of ours and the entire tech community. We've been grateful for the support we've received over the years.
This journey wouldn't have been possible without y'all 🫶
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D2C is like running on a treadmill everyday where the speed & incline keeps on increasing everyday without any breaks.
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Everytime I purchase a product / service I try to research more about the founder of the company. Helps in knowing more about his thought process which usually translates to company culture, depth of knowledge in the particular space, if he's a product guy or a business guy etc
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Kaafi faila hua business hai 😂
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Give freedom to editors and this is what they come up with 🔥
"Transforming" the camera with
@capesindia
skins!
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My hunger was still alive, and I really wanted to make a consumer product which is a new category and has not been done in India. And that's when I found the perfect product, printed laptop skins.
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After a few months, I realised that we weren't getting orders daily, which is a bottleneck for growth, so we started looking for products we could deliver to the customers daily, we couldn't find that and eventually I left them.
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@nikhilkamathcio
@Nithin0dha
@Hanumankind1
@radicokhaitan
@prashanthp
Man's got real power to bring so many people together
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Scare people, add a little bit of humour in the videos and bam. First 2 videos are still growing.
Building organic reach is hard for brands but still doable.
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In the search to figure out how to make the skins for MacBook with the Apple logo cutout, one day, I went to replace my scooty no plate and figured out that the machine he used could make our laptop skins with the Apple logo cutout.
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This was all happening while I was in my 2nd-3rd year of College (2016), I wasn't going to college much but was focusing on this. And I had my Eureka moment and finally cracked the code on how to make the skins for phones which can cover the back + sides in a single piece.
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We achieved this with just 19 employees. And for everyone of us, it still feels like it's day 1 and that we're just getting started.
Everyone's just as excited to come to work everyday and build a global brand from India.
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Life in Mumbai
Birth
Kya traffic hai bro
Kya garmi hai bro
Death
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Post that moment. I approached
@dhruvkhandwala
&
@KhandwalaShrey
with this product idea; we're childhood friends, and they're brothers with a family business.
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I found a great hack for all startup founders - Having a bad day ? Go talk to some of your loyal customers, they’ll remind you why you started what you started and that will fire you up!
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We now support 500+ devices accross 12 categories and have shipped our products to more than 62 countries worldwide; more than 65 lac people have visited our website, have had 2.5 crore+ social media reach and have almost 2 lac customers.
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Then we started hiring a few interns (one of them is now at Amazon as an engineer in the USA). They helped us set up a small base and freed up a bit of my time to allow me to do other things, and finally, we hired our first employee. And off we went.
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About time. Good bye customization.
New website experience along with topographic textures coming this weekend
.
.
.
#capesindia
#topo
#tuesdayvibe
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To this day, it's been a rollercoaster ride for us. We've not raised any money and are completely bootstrapped. Just focused massively on customers as to what they want next. And with one step at a time, we kept launching categories of devices we could skin.
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Most requested skins in our history! With our flavour, 3 colours ✅
Going live today 🚀
Introducing something that will geek every nerd and nerd every geek. Teardown skins coming your way⚡️
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The response for our Topo collection has been phenomenal. We've gone out of stock twice now. This one's still out of stock 🤷♂️
Call it sasti masti but the laptop skin I ordered arriving today really made my day
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Once I figured that out, I started looking for high-quality materials which do not damage the devices while I was also figuring out how to make the skins for phones and other categories.
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Hiring alert
🌟 Join Our Team at
@capesindia
🌟
Position: Designer
Location: Goregaon, Mumbai
Role : Full time - In office
Are you a creative designer with a passion for crafting unique vinyl skins? Capes India is seeking a talented individual to join our dynamic team. As a
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We're entering a product category which is too commoditized but is an essential core category for what we are planning to build towards. It's like tshirts but for tech, each brand has their unique take. We live and we learn but never stop!
Launching on
@capesindia
anniversary
Unveiling Something GROUNDBREAKING that we've been working on for more than 3 years! 🚀
Can you guess what's coming?
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Feels good that the Indian D2C community over the years has been growing and founders been very supportive of each other lately.
I've been here for a while, but haven't seen anything like this in India.
We're here creating our own version of Avengers and Thanos being Meta 🤭
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We put up a stall at CEIF 2024 over the weekend exclusively for our camera skins
@capesindia
and the response was mind blowing.
Met a lot of our existing customers and converted a lot new ones.
Some clips from the event. More to come 🙌
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There were so many days when we used to work from Starbucks (coz we still didn't have any workplace), Shrey on a video call from London, Me and Dhruv together. We've even worked from the refuge area in their building and had done our photography initially.
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India is filled with 19th century problems with 21st century opportunities.
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Shrey is good at design & Dhruv has business acumen. So I knew they would have the knowledge and the right mindset to partner up with.
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They were in, and we went to work. We initiated our website development at the beginning of 2017, but Shrey then moved to London to study for 3 years, and Dhruv was already involved in their family business. Yet, we somehow managed and pulled it off.
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My snapchat memories showed up from last year 🤡🤡
What would you do if a billion dollar company walked in and stole all your stuff?
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One of the biggest things for any startup to keep the lights on and push further :
Underestimate sales, overestimate expenses.
The overestimation of expenses keeps pushing the team and the founder to work harder and innovate.
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Our story is about our true grit and determination and that with jugaad, hard work & patience, everything we can think of is possible.
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Featured in yesterday's Gujarati Mid Day on front page for our views on the 70 hour work week.
Those who can read gujarati, please translate it for me 🙂
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It's so crazy to think that a customer ordered skins from Ukraine. Between a war. And we've even delivered it? Car package from India.
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The next car people will buy will be an electric. And the rise in petrol prices might have definitely fuelled this decision.
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