100 years of the bra and most Indian women still don’t have the right fit. A year and a half ago, Dalbir Bains discovered just why. “I had lost my suitcase on a trip to India and was desperately looking to stock up on the essentials. I was able to buy everything – toiletries, cosmetics and even my favourite fragrance, but I was shocked that I couldn’t find any lingerie that I actually wanted to wear. To make matters worse, I was mortified that I was having to discuss intimate details like my bra size with male shop assistants,” she recalls.
Color available: red, white, black
Price: 82.90 $
So, armed with 15 years of experience as a top lingerie buying director in the UK, Bains decided to chuck it all and set shop in Mumbai. Her aim – to test her own entrepreneurial skills and more importantly, to make lingerie buying an epicurean experience for women.“I couldn’t believe that women here were so stylish and yet there was a lack of good lingerie available. What’s more, only one out of ten women actually wore the right bra size…all because there was no bra-fitting service,” she rues.
