Laced for your convenience

Published: Dec 03, 2011, 08:27 IST | Dhara Vora |

If a trip to the mall to buy just a bra sounds tedious bordering on the embarrassing, the just-launched online lingerie site,, comes as an answer to your prayers

If a trip to the mall to buy just a bra sounds tedious bordering on the embarrassing, the just-launched online lingerie site,, comes as an answer to your prayers

Once upon a time buying lingerie meant a boring trip to the store, which usually stocked inner wear in random sizes and staid colours. The store attendants refused to understand that a 32 C would not fit a 32 A person and to sell a smaller size product they would claim that "ek wash ke baad theek ho jayega" (It will fit perfectly after a wash).

A grab from the homepage of

But with the realty boom came malls and designated sections for multi-brand lingerie shopping. And with international brands being finally available, along came the stick-on bras and edible inner wear.

Take your time shopping
However, if your office hours don't coincide with the '9 pm shut' policy of lingerie shops, might interest you. Since you have to try on bras before buying them, we wondered how does an online store work? Karan Behal, founder of the website, says, "Women have started viewing lingerie as just another commodity and shopping for it has become a chore. On the site, we have a no-questions-asked return policy.

If the size doesn't fit, the product doesn't match your expectations or you simply changed your mind, we will be happy to offer a  refund or ship you something in exchange. The site also offers detailed size guides and we have a customer service helpline manned by actual lingerie advisors to help customers pick the right lingerie."

The site offers a step-by-step guide to find your size along with a detailed chart of measurements. It is fuss-free and quite convenient to use. You can click on the brand or browse through various categories such as Bras, Panties, Sleepwear, Swimwear, Shapewear and Accessories.

Once you click on a particular category, you can choose from various sub-categories based on size or product type (wired, padded, lace). While the site claims to stock products for 16 to 60-year-olds, our grouse is that most of the bra sizes start from 32B.

Spoilt for choice
They offer nine brands at present and are planning to add six additional brands by the new year. You can go crazy sifting through over the mix of 394 products. It includes lace bras, T-shirt bras and sports bras. They also have tummy control underwear, body shapers, pantyhose and silicon covers.

If you are hunting for night wear, check out the simple pajamas, chemises and baby doll flouncy nighties
Unexpected customers "We are witnessing a large number of male customers and an overwhelming number of customers from non-metro and tier 2 and 3 towns. The buying patterns are very different nowadays," observes Behal.

The two-month-old site has proved to be a boon for men who were brave enough to gift their women lingerie but couldn't summon the courage to walk in a store and ask for a red push-up bra.

Would you buy online?
We quizzed a few online shoppers about shopping for lingerie online. "Different brands have different shapes and hence, I would think twice about buying a bra without trying it on. But in case of underwear it doesn't matter. If it's a good brand I would go for it," says lifestyle and beauty writer Jerusha Chande.

For Aditi Dhar, a 22 year-old-student, its the sheer convenience that tips her in favour of online shopping. "Going shopping is actually a task and hence, online shopping is quite convenient. If they feature brands that I am comfortable wearing and am sure of the fittings, I would definitely go for it."

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