How Instagram reels give Chennai's Rani Collection a global reach

At the Pedestrian Plaza in Pondy Bazaar, as evening descends, young shoppers drift towards a modest clothing store near the Crocs outlet opposite Geetha Cafe. They browse through racks of trendy tops, hold up outfits for friends, and debate over colours and designs. Many leave with heavier bags and lighter purses, their steps livelier. One shopper, who came only to accompany a friend, admits to buying something herself. “The seller’s warmth won me over,” she says.

Such on-the-spot reactions often turn into electronic word of mouth (eWOM), gaining permanence as Instagram reels and stories posted by customers. For Rani Collection, run by Sikkander Sultan, this organic social media content has become the store’s lifeline. The shop operates from a small space within another store, and for customer convenience, a part of its display spills onto an area under a tree without blocking the pedestrian path. The sanctity of the pedestrian zone is maintained.

“Nearly 85 percent of our customers come through reels. Influencers visit us regularly, and that is how most people get to know about our shop,” says Sikkander. The store’s visibility on Instagram is driven largely by Gen Z customers and shopping influencers who share their finds. This digital footprint has brought shoppers from far beyond Chennai. A customer travelling from Kolkata stopped by after spotting the store on Instagram. Others have walked in from Malaysia and Sri Lanka after watching viral reels, and some families in the United Kingdom and the United States shop through relatives visiting Chennai. Depending on order size, the store also ships internationally.

Sikkander’s own journey into the garment trade was seamless. His family was already in the business, and he slipped into it without much deliberation. He established Rani Collection at Pondy Bazaar in 2013, six years before the street was pedestrianised and turned into a congregating point, especially for young people. Today, sneaker-wearing Gen Zers flock to the store in good numbers. Sikkander, who is at least a generation older, says businesses must evolve with changing times and remain relevant to a young demographic.

The store offers trendy tops starting at ₹300, while complete sets are priced between ₹500 and ₹3,000. Even a purchase as small as ₹300 can be exchanged, and customers are assured of a polite response. “We want our customers to confidently wear what they buy. If a garment is pushed to the back of a closet, it does injustice to the tailor who carefully stitched it. Every single thread reflects their hard work. I have seen their daily struggles, and I want their work to be valued,” Sikkander explains.

Behind the busy shop floor is a business owner whose outlook is as contemporary as the collection he curates. He holds honesty and hard work as non-negotiables. The shop remains open from 10:30 a.m. to 10:30 p.m., seven days a week. Without normalising workaholism, one can acknowledge this commitment as a driving force behind the store’s steady growth.