INTERNSHIP PROJECT REPORT

ON

‘CONTENT CREATOR AND WEBSITE MANAGER’

AT

‘FASHION SMOOCH’
SUBMITTED
IN FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF

BACHELOR OF JOURNALISM AND

MASS COMMUNICATION
OF
AMITY UNIVERSITY, MUMBAI

SUBMITTED BY
AMANJEET SINGH
ENROLLMENT NO: A70379818027
(2018-2021)
UNDER THE GUIDANCE OF
Prof. GEETIKA CHATURVEDI

AMITY SCHOOL OF COMMUNICATIONS

AMITY UNIVERSITY, MUMBAI - PUNE EXPRESSWAY,
BHATAN- PANVEL, MAHARASHTRA 410206

AMANJEET SINGH | FASHION SMOOCH 1

 DECLARATION

I “AMANJEET SINGH” declare that, I have completed summer internship

project titled as “WEBSITE MANAGER AND CONTENT CREATOR” at

“FASHIONSMOOCH.COM” which is submitted in fulfilment of the

requirements for the degree of Bachelor of Journalism and Mass Communication

of Amity University, Mumbai during 2018-2021.

The information presented in this project is original work.

Signature

Name – AMANJEET SINGH

ROLL NO. BJMC-1801
Enrollment no. A70379818027

AMANJEET SINGH | FASHION SMOOCH 2

 CERTIFICATION

This is to certify that the internship project titled as “WEBSITE MANAGER

AND CONTENT CREATOR” at “FASHION SMOOCH” submitted by

“AMANJEET SINGH” in fulfilment of the requirements for the degree of

Bachelor of Journalism and Mass Communication of Amity University, Mumbai

during 2018-2021.

PROF. GEETIKA CHATURVEDI

(PROJECT GUIDE)

AMANJEET SINGH | FASHION SMOOCH 3

 TABLE OF CONTENTS

SERIAL
PARTICULARS
NO.

1 OVERVIEW OF THE ORGANIZATION

2 ABOUT THE COMPANY

3 ONLINE PRESENCE

4 CURRENT BUSINESS STRATEGY

5 FUTURE BUSINESS PLANS

6 FASHION SMOOCH EXECUTIVES

7 FASHION COMPETITORS

8
8 SWOT ANALYSIS

9 CUSTOMER PROFILE

10 OVERVIEW OF THE E-COMMERCE INDUSTRY

11 MY WORK PROFILE

12 INTERPRETATION

13 ANNEXURE & PHOTGRAPHS

14 INTERNSHIP CERTIFICATE

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 CHAPTER 1
INTRODUCTION

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 OVERVIEW OF THE ORGANIZATION

Industries
E-commerce

Company Size
0 – 50 Employees

Headquarters
Mumbai, India

Type
Private Company

Founded
2019

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About the company

Fashionsmooch is an online and offline retail store to buy fashion

jewellery at affordable prices for women.

Since it is a startup, the company wants to focus on fashion

Jewellery before starting their segment of handbags and fashion

accessories.

Fashion Smooch product collection comprises of thousands of

unique designs catering to women of different age, suitable for

wearing at various occasions.

Founded in the year 2019, from the founder’s bedroom, Fashion

Smooch has grown to become an evolving brand involved in

retailing of Fashion Jewelry and in the form of designs, collection

and category.

The fashion jewelry brand now has a team of 20+ people

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working and interning, contributing their blood and sweat to

work towards the simple goal of bringing a smile to their

customers’ face every time they open a package from Fashion

Smooch.

With its products available at a minimal price, Fashion Smooch’s

founders’ objective is to make authentic and trendy fashion

accessible to all households, starting from Mumbai.

The brand has its own online e-commerce site located at

fashionsmooch.com, which accepts orders from customers all

across the city of Mumbai. They also have a physical store

location in the heart of the city.

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No matter international or traditional, Fashion Smooch has

fashion jewelry of all types. Some of their collections of Fashion

jewelry include:

• Indian

• Bridal

• Indo-western

• Western

• Party & Occasional wear

• Casual & Office wear

• Ethnic

Not only is its price range which makes Fashion Smooch jewelry

accessible to all, but also the fact that they have products

available for wide age groups, particularly focused on ages 18 -

45.

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Their vast category of jewelry includes Earrings, necklaces,

pendants, finger rings, bangles, bracelets, tiaras, and more.

Why to buy from fashion smooch ?

• Its offer easy to maintain yet sophisticated jewellery and

accessories.

• It also promises of Quality, Exclusivity, and Affordability.

• It assures delivery at customers’ doorstep within five to

seven days from their order.

• The fashion jewellery starts from Rs. 99/- only going up

Rs.3000/- depending on the design. While the pure silver

range starts from Rs. 750/- only.

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Fashion Smooch online presence:

• Fashionsmooch.com website gets majority of its traffic

organically through good Search Engine Optimisation (SEO)

and tags.

• Fashion smooch.com has currently got its visibility on

Facebook, Twitter and YouTube.

Current Business Strategy

• Currently the brand is selling on its own website only and

the delivery is only restricted to Mumbai, Navi Mumbai and

Thane regions.

• The brand also has one store in Tardeo, Mumbai.

• The brand focuses on exquisite designs at pocket friendly

prices in order took capture the market.

• The brand promotion is done through Google AdWords and

social media ads.

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Future Business Plans

• The future of the E-commerce jewellery space seems to

enormously promising.

• The growth rate for fashion jewelry is predicted to be

higher than that of precious jewellery at 22% CAGR in the

next three years.

• The company wants to focus on fashion Jewellery for a year

before starting their segments of handbags and fashion

accessories.

• Currently the brand is selling on its own website only and

delivering only in Mumbai, however the brand will be tying

up with its indirect competitors liked Amazon , nykaa and

flipkart to sell Fashion Smooch brand jewellery there and

deliver PAN India.

• After three years of selling on online space, the brand plans

to expand to physical stores as well.

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 FASHION SMOOCH
EXECUTIVES

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 MR. SARAS SURYAVANSHI
CO – FOUNDER, FASHION SMOOCH

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 MRS. SURJEET KAUR
CO-FOUNDER, FASHION SMOOCH

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 MS. BINITA THOBANI
CO, FASHION SMOOCH

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 FASHION SMOOCH
COMPETITORS

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 DIRECT COMPETITORS

1. TRIBAL ZONE – EXPRESSIVE ACCESSORIES

FOUNDED: 2003

E-COMMERCE: YES

PHYSICAL STORES: YES

SOCIAL MEDIA PRESENCE: FACEBOOK, INSTAGRAM, PINTEREST

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 2. EVERY STYLISH

FOUNDED: 2016

E-COMMERCE: YES

PHYSICAL STORES: NO

SOCIAL MEDIA PRESENCE: INSTAGRAM, FACEBOOK, TWITTER

3. VOYLLA

FOUNDED: 2013

E-COMMERCE: YES

PHYSICAL STORES: YES

SOCIAL MEDIA PRESENCE: FACEBOOK, TWITTER, INSTAGRAM,

YOUTUBE, PINTEREST, LINKEDIN

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 4. LIMEROAD

FOUNDED: 2012

E-COMMERCE: YES

PHYSICAL STORES: NO

SOCIAL MEDIA PRESENCE: INSTAGRAM, TWITTER, FACEBOOK,

YOUTUBE, PINTEREST

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 IN-DIRECT COMPETITORS

1. NYKAA / NYKAA FASHION

FOUNDED: 2012

E-COMMERCE: YES

PHYSICAL STORES: YES (ONLY FOR COSMETICS)

SOCIAL MEDIA PRESENCE: INSTAGRAM, TWITTER, YOUTUBE,

PINTEREST, FACEBOOK

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 2. FLIPKART

FOUNDED: 2007

E-COMMERCE: YES

PHYSICAL STORES: NO

SOCIAL MEDIA PRESENCE: INSTAGRAM, TWITTER, YOUTUBE,

PINTEREST, FACEBOOK

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 3. MYNTRA

FOUNDED: 2007

E-COMMERCE: YES

PHYSICAL STORES: NO

SOCIAL MEDIA PRESENCE: INSTAGRAM, TWITTER, YOUTUBE,

PINTEREST, FACEBOOK

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 4. AMAZON INDIA

LAUNCHED: 2013

E-COMMERCE: YES

PHYSICAL STORES: NO

SOCIAL MEDIA PRESENCE: INSTAGRAM, FACEBOOK, TWITTER,

YOUTUBE, PINTEREST, TIKTOK, SNAPCHAT.

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 SWOT
ANALYSIS
OF THE COMPANY

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 STRENGTHS WEAKNESS

• Exclusive designs • Start-up

• Pricing • Low investment
• Low operational cost • Delivery cost
• Attractive Packaging

OPPORTUNITIES THREATS

• Growing demand • Numerous competitors

• Start-up brand
• Potential future investors

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 FASHION SMOOCH
CUSTOMER
PROFILE

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 While Fashion Smooch has
products available for a
wide age range, it is
AGE particularly focused on
ages 18 to 45.

Fashion Smooch’s
GENDER primary target
audience is female

PAN INDIA
However, Fashion Smooch
GEOGRAPHIC currently only
delivers in Mumbai
College Students
DEMOGRAPHIC Working Women
Housewife

CASUAL WEAR
COLLEGE WEAR
OCCASION OFFICE WEAR
PARTY WEAR
BRIDAL

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 CHAPTER 2

OVERVIEW OF
THE E-COMMERCE
INDUSTRY

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E-commerce has transformed the way business is done in

India. The Indian E-commerce market is expected to grow

to US$ 200 billion by 2026 from US$ 38.5 billion as of 2017.

Much of the growth for the industry has been triggered by

an increase in internet and smartphone penetration. As of

August 2020, the number of internet connections in India

significantly increased to ~760 million, driven by the ‘Digital

India’ programme. Out of the total internet connections,

~61% connections were in urban areas, of which 97%

connections were wireless.

The global jewelry market is steadily climbing in value each

year. According to a Grand View Research report, the

market may grow at a compound annual growth rate

(CAGR) of 8.1%, reaching $480.5 billion in value by 2025.

(Grand View Research is optimistic about the industry’s

ability to recover from the COVID-19 pandemic.)

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Looking at data from 2018, Grand View concluded that

rings account for the greatest share of the jewelry market.

“Rings are available in a variety of sizes and designs,

thereby increasing their consumption among men as well,”

Grand View wrote. “Additionally, many precious stones are

discovered that can be mounted in the rings.”

Bracelets will also show “substantial growth” over the

coming years, Grand View predicts.

There are two major subcategories within the jewelry

market: fine jewelry and costume jewelry. The former is

made from precious metals and gemstones, while the latter

may be made from any material (including precious metals)

and are primarily designed for fashion.

According to a 2018 report by jewelry brand Pandora, fine

jewelry represents 85% of the jewelry industry. However,

costume jewelry is growing at a faster pace.

In 2018, the worldwide costume jewelry market was worth

$30.2 billion. By 2025, it may reach $52.4 billion.

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The future

The E-commerce industry has been directly impacting

micro, small & medium enterprises (MSME) in India by

providing means of financing, technology and training and

has a favourable cascading effect on other industries as

well. Indian E-commerce industry has been on an upward

growth trajectory and is expected to surpass the US to

become the second largest E-commerce market in the

world by 2034. Technology enabled innovations like digital

payments, hyper-local logistics, analytics driven customer

engagement and digital advertisements will likely support

the growth in the sector. The growth in E-commerce sector

will also boost employment, increase revenues from export,

increase tax collection by ex-chequers, and provide better

products and services to customers in the long-term. Rise

in smartphone usage is expected to rise 84% to reach 859

million by 2022.

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E-retail market is expected to continue its strong growth - it

registered a CAGR of over 35% to reach Rs. 1.8 trillion

(US$ 25.75 billion) in FY20. Over the next five years, the

Indian e-retail industry is projected to exceed ~300-350

million shoppers, propelling the online Gross Merchandise

Value (GMV) to US$ 100-120 billion by 2025.

AMANJEET SINGH | FASHION SMOOCH 33

 CHAPTER 3

MY WORK
PROFILE

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 WEEKLY REPORT – 4 JANUARY TO 4 APRIL

WEEK 1
Date Responsibility Learning
4TH January Virtual Induction On the first day,
day for interns we learnt about
(Day 1) the company, the
founders and how
it was started. We
also came to know
about the
company’s
objectives and
future plans.
5th January Virtual Induction On the second day
day for interns of the induction,
(Day 2) we had an
interactive session
where we
introduced
ourselves to our
respective
departments and
also had a brief
meeting with one
of the company’s

AMANJEET SINGH | FASHION SMOOCH 35

 co-owners.
6th January Training Day We learnt about
the products
offered by the
company, different
designs available.
We were also
made aware of the
brand’s target
audience and
demographics.
7th January Virtual Tour of the On this day, we
company’s digital were given a tour
space of the company’s
website and the
various social
media pages.
8th January Final Brief On this day, we
were given an
overview of our
work in the next
three months.

Task Assignment
I was asked to
work in various

AMANJEET SINGH | FASHION SMOOCH 36

 departments, right
from photography
to photo editing,
website designing,
content creation
and copyrighting
for the website.

WEEK 2
Date Responsibility Learning
10th January Photography On this day, I
Session started with my
first task as an
intern, with
product
photography.

I was given casual

wear, light
products for simple
shoot.
11th January Photography On this day, I was
Session made to use lights
(Day 2) and try out
different ways of
product

AMANJEET SINGH | FASHION SMOOCH 37

 photoshoot.

I also used
different
backgrounds and
props, which
would go well with
the actual product.
12th January Photography On this day, I did
Session the photoshoot of
(Day 3) the company’s new
and upcoming
range of heavy
bridal jewelry.
13th January Photoshoot On this day, I did
Session the photoshoot of
(Day 4) multiple products
in the same frame.

For example,
pendant sets
inclusive of
pendants and
earrings, necklace
sets inclusive of
necklace, earnings

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 and ring, also
bracelet and
earring sets.

These photoshoots
were done for the
sales and
marketing of the
company’s range
of combo products.
14th January Photoshoot Special shoot for
Session social media.
(Day 5)
These are more
unique and trendy
images so that the
audience can
relate to it. This
involved a more
creative way of
photoshoot.

AMANJEET SINGH | FASHION SMOOCH 39

 WEEK 3
Date Responsibility Learning
17th January Photo Post photography,
Editing I was asked to edit
(Day 1) the photographs
on Adobe
Photoshop for
e-commerce
purpose
18th January Photo Continued editing
Editing the photographs
(Day 2) captured in the
previous week, for
e-commerce
purpose, which is
product images
with white
background.
19th January Photo Editing for On this day, I
Social Media edited
(Day 1) photographs
particularly for
social media
purpose, which
required a lot of
color correction.

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 20th January Photo Editing for Continued with the
Social Media editing of
(Day 2) photographs for
the brand’s social
media pages.
21st January Photo editing for Edited
website banners photographs for
and more the website
banners and social
media banners as
well.

WEEK 4
Date Responsibility Learning
24th January Training for Introduction to
Website Designing Wix.com and its
(Day 1) features.

25th January Training for Continued training

Website Designing for Wix, knowing
(Day 2) more about
product page and
listing products on
the website.
26th January REPUBLIC DAY N/A
HOLIDAY

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 27th January Training for Continued with
Website Designing training for
(Day 3) website designing.

We were also
informed of the
brand’s color codes
and guidelines.
28st January Training for Continued with the
Website Designing website training
(Day 4) for content
placement,
product placement
and stock
maintenance.

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 WEEK 5
Date Responsibility Learning
31st January Website Updating the
Development banners on the
website and
product
photographs.
1st February – Website Writing each
2nd February Development product’s
description.
3rd February – Website Maintaining the
4th February Development stock and
mentioning the
price of each
product.

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 WEEK 6
Date Responsibility Learning
7th February – Website Maintaining the
8th February Development stock and
mentioning the
price of each
product.
9th February – Website Updating the
11th February Development content for tags
and metatags for
SEO purpose.

WEEK 7 & 8
Date Responsibility Learning
14th February – Website Maintaining the
25th February Development stock

Mentioning the
price of each
product

Updating new
stock

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 Creating content
for the website

WEEK 9 & 10
Date Responsibility Learning
28th February – Content Creation Writing blogs and
11th March content for SEO
and getting organic
traffic to the
website.

I also made
taglines for
promoting the
product online.

AMANJEET SINGH | FASHION SMOOCH 45

 WEEK 11
Date Responsibility Learning
14th March – Analyzing Studying the
18th March competition competitors
offerings, the way
of promotion and
the content on
social media,
against which,
analyzing our own
content on social
media.

AMANJEET SINGH | FASHION SMOOCH 46

 WEEK 12 & 13
Date Responsibility Learning
21st March – Updating website Updating the
1st April And Operations website with the
new products and
working on the
promotion and
pricing strategy for
the same.

Also, coordinating
for the options for
packaging and
delivery.

AMANJEET SINGH | FASHION SMOOCH 47

 WEEK 14
Date Responsibility Learning
4th April Handover This was my last
day as an intern at
fashion smooch.

AMANJEET SINGH | FASHION SMOOCH 48

 CHAPTER 4
INTERPRETATION

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 SKILL SETS LEARNT DURING INTERNSHIP

• Product photoshoots

• Using different light and backgrounds for various

moods, and for usage on different platforms.

• Content creation – writing copy for the website

• Editing on photoshop

• Website designing

• Website development

• Stock mantainance

• Operations of an e-commerce company

AMANJEET SINGH | FASHION SMOOCH 50

 CONCLUSIONS AND RECOMMENDATIONS

It was a great experience at Fashion Smooch, since I

got exposure in different departments and I was given
work of responsibility and got hands-on training on real
project.

The work environment was also very good with

supportive leaders to train and guide us through our
internship period.

I am grateful to the HR and all other staff that I got the

opportunity to interact and work with, as I got to learn
a lot from each of them.

AMANJEET SINGH | FASHION SMOOCH 51

 ANNEXURE

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 PRODUCT
PHOTOGRAPHS
AND EDITING

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 PRODUCTS
ON WEBSITE

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 INTERNSHIP
CERTIFICATE

AMANJEET SINGH | FASHION SMOOCH 67

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