Books, electronics, apparel, shoes and now — hold your breath — you can buy lingerie online. Straps & Strings, a NOIDA-based start-up by Saurabh and Deeksha Dadu, brings luxurious lingerie and sleepwear right to your desktop.
“There is a lack of premium and luxury lingerie brands in India," says Saurabh Dadu as he explains the idea behind the website. "You can either buy the very plain, functional sort of lingerie or the extremely cheap Palika bazaar type of stuff.”
Shopping for lingerie on the web just doesn’t sit right with a lot of women because what they are looking for is fitting and comfort. An online store takes away the opportunity to try before buying. Recognising this problem, Straps & Strings has a size guide in addition to live advisers. If the product still doesn’t satisfy you, the store has a flexible return policy.