Arun Sirdeshmukh, Former CEO of Reliance Trends has launched Fashionara.com, an etailer of premium and luxury fashion brands selling apparels, footwear and accessories. The move follows the spate of recent launches in the fashion and lifestyle etailing space, such as Shopnineteen, Outletwise, Rock.In etc. Fashionara.com comes at a time when this sector in India, while still at the growth stage, is showing immense potential with growing internet penetration and the availability of fashion brands online.
Speaking on the launch, Arun Sirdeshmukh, Co-founder and CEO said, “India currently lacks true-to-fashion, full price, online retailers that provide the fashion experience customers have come to expect in good offline fashion malls. We hope to bridge that gap with kind of fashion content, innovations and customer centric features built on Fashionara.com.”
The site has some interesting features such as Video Catalogues, Lookbooks, Shopping by Categories, such as By Brand, Fit, Colour, Size, Price etc. The company strong focus on social shopping, allowing customers to shop directly from Facebook. This is coupled with other social integrations such as product reviews, creating wish lists and sharing products/purchases with social network for recommendations. The site also allows buyers to select and compare products as well as the facility of a ‘one step checkout’.
The company has a free shipping and returns policy and also offers buyer the option of Standard and Express Shipping, which promises next day delivery for placing orders before 12 midnight and same day delivery on orders placed before 4pm for across 6 metros in India respectively.
Talking about the customer experience, Arun said, “When it comes to delivery, we want to change the game, we want to get the product as quickly as possible in customers hand, that’s hopefully the next/same day through our express shipping. Secondly in terms of handling returns, we have tried to make it as simple as, SMS of R to Fashionara’s customer care number and we will arrange the pickup.” Currently with a team size of 36, the company runs its own delivery service in Bangalore and tying up with selective service providers in different cities.
Globally, the online fashion industry forms one of the biggest pies of e-commerce. A research study conducted by the Interactive Media in Retail Group (IMRG) reported that the global online fashion retail industry demonstrated exponential growth of 2,000% from 2001 to 2011.
Arun has over 20 years of experience with Madura Garments, Indus-League Clothing and IBM Global Services. His last assignment prior to starting Fashionara was as CEO & Director of Reliance Trends. Darpan Munjal, Co-Founder, has over 18 years of experience in building internet/eCommerce companies in the US and India.
The company is based-out of Bangalore and has received funding from Helion Venture Partners and Lightspeed Venture Partners