What is Fitrrati?
Bengaluru based Fitrrati is a fit technology solution provider that helps consumers find the best size and fit when shopping online for fashion products like apparel and footwear. The startup was founded in 2014 by Durai Balusamy and Amit Monga. Amit had earlier co-founded eSportsBuy.com, a sports and fitness eCommerce portal, which was acquired by Snapdeal in 2012. Balusamy, who is Fitrrati’s CTO, has held technical leadership roles in companies, including Groupon, Yahoo! and Sun Microsystems.
How does it work?
It’s data driven. The technology crunches brand, consumer and retailer data to make best fit size recommendation for any style across brands, product categories and fit types taking into account for individual fit preferences. An adaptive learning engine in the technology learns from consumer feedback and corrects itself for individual consumer to improve the accuracy of recommendation. The more the consumer shops using Fitrrati, the better it gets in understanding individual fit, preferences and accordingly improves the recommendations.
When a user goes to a fashion e-tailer, they will see an option by the name “Find Fit” or “Check size”. On clicking the “Check Size” button, an iFrame will pop-up asking the user to provide few questions related to their size and fit preferences. After providing body measurements and details of their favorite clothing in their wardrobe, user will be able to see size recommendations for all the products in that category on the e-tailer’s portal. It is also working with e-tailers to integrate the technology to show size recommendations based on user’s purchase history.
Fitrrati, with a team of 5 members, is currently self funded. The company works on a subscription based pricing model which is customized to the needs of fashion e-tailers. It soon plans to raise funds for building team and scaling operations.
Last month, the startup launched the technology on Myntra app and Yepme.com website. The feature is made active on approx. 8% of their clothing catalog. While on Myntra app, Fitrrati’s new ‘Try Now’ feature in ‘Sizing Help’ is active on more than 12,000 topwear styles across men’s shirts & t-shirts (Puma, Reebok, Yepme etc.) and women’s kurtas, dresses, shirts, tees & tops (Anouk, Biba, Fabindia, Yepme etc.). In April 2013, Myntra had also acquired an another San Francisco based startup Fitiquette to solve dress fitting issues of online shoppers, but the company is not using the startup’s services anymore.
On Yepme.com, the new ‘Check My Size’ feature in live on all Yepme branded topwear products (both men & women).
The company claims in 3 weeks, over 50,000 users created a profile (either body measurements or favorite clothing) and checked their size recommendation with Fitrrati. Also, it observed an almost equal split of male and female users.
The firm is developing prototype to compute measurements from images using computer vision and image processing techniques. It is also working on various approaches to enhance the current product features. Understanding the body shapes and fit preferences of online Indian shoppers using clustering and machine learning algorithms is one such approach.
The company said that, “it is working with all the major online fashion retailers in India to integrate the technology on their respective portals. We are looking at going live with 8-10 e-tailers by next financial quarter.” Fitrrati’s future plans also include extending the platform to other fashion product categories – footwear, lingerie & accessories.
Fitrrati is the first company with this technology in India. In the US, there are competitors such as True Fit, Fits.me, etc. who are currently catering to US & UK markets.
India’s fashion eCommerce market is expected to touch $35 billion by 2020 and become 35% of total online GMV. The Fitrrati team learnt that average return rate of fashion goods due to ‘Size related issues’ is currently estimated to be between 15 to 30% across various product categories. This causes inconvenience to the consumer and a significant loss for an eCommerce venture in terms of profitability. Fitrrati’s clients include all fashion brands and online retailers who can use this technology to:
- Provide a positive shopping experience to online shoppers
- Increase conversion of active shoppers by turning browsers into buyers
- Reduce the return logistics cost due to ‘Size & Fit’ related issues
- Improve customer loyalty with personalization
- Help in better inventory planning and targeted marketing