INDIAN start-up Blessai Retail Pvt Ltd launched a new innerwear e-commerce trading as Innercover.com. The online store proposes Indian and international brands of lingerie and underwear for men, women and children and places special emphasis on the quality of its delivery service. Currently, it provides a cash on delivery service in 12 major Indian cities and expects to expand the facility to others soon. The site is also very attentive to questions of hygiene and sees its mission as meeting the innerwear needs of the whole family. It was launched as a self-financed venture and plans to build traction before it begins to seek additional funding.
Because it focuses entirely on branded merchandise, and does not operate a private label, the venture could be earmarked as a prime potential sales target by brands seeking to enter the Indian market.