BENGALURU: Someone had told entrepreneurs Vidit Sehgal and Vinay Sehgal that it’s impossible to custom-make clothes for women online because the clients would never be satisfied with the end product. The duo decided to take this as a challenge and launched LURAP.com.
LURAP stands for LoveURAPpearance. It claims to be India’s first online women’s fashion brand offering 21 sizes and styles in every garment along with customisation options for plus and odd sizes. Vidit Sehgal says, “It is primarily for people with non-standard sizes who are always struggling to find fashionable options in clothing. Moreover, the team’s vision was to break the notion that only affluent customers have the privilege of ordering custom-made apparel.”
Vidit says his father suggested that he start a store for men’s custom wear but Vidit convinced him that women need it more. “I had seen plus-sized women shopping in men’s store and buying ill-fitting T-shirts and paying a bomb like `3,000 for a XXL, I was amazed to see this. Then when my wife struggled to find fashionable clothes when she was pregnant, I decided to stick with this,” he says.
This women’s customerwear seems to have worked well so far. He says, “Good because less competition and bad because no benchmarks to chase. We need to set our own benchmarks for the industry to follow,” he says.
Orders a Month
Vidit claims that they receive approximately 800 to 1,000 orders a month, out of which 20 per cent come from Bengaluru. Chennai Hyderabad and Kochi place around 8 to 10 per cent of this collectively.
Vidit is now aiming for net profitability. “We should be able to do it soon because we are already operationally profitable,” he says. “Once we do that by end of this year, if not earlier, we would like to expand our verticals to plus size or customised lingerie or swimwear and plus size or customised footwear.”
Pick your own styles too
Customers have more than 1,000 designs to choose from on the website and all the products are made after the orders have been placed. He says, “This helps us tailor the dress to customer’s specifications.” There is also the Under Your Design section, where a customer can share a picture of any dress and the team will make it to her size. Since the product is made after the order is placed, it takes about 15 days to deliver it anywhere across the globe. The price range falls between B1,100 and B8,500.