Apparel and accessories is perhaps the fastest growing commodity on the Indian e-market. Over the past two years, there have been numerous companies that have mushroomed up selling all kinds of clothes. There were the companies that started with apparel like FashionandYou and Yebhi to the converted ones like Myntra and Snapdeal, that started off with some other products/models and have now partially or completely moved to selling clothes on the internet. Most of these sites are divided into the usual categories of casual wear/formal wear/sportswear/ethnic wear/winter wear/night wear/underwear. Ok the last one usually sells by the category lingerie, for women.
Then you have sites that sell you baby clothes like BabyOye.com, lingerie-only HerStyle.in, the women-only OyeGirl.com, and the list is endless. The gist is, it may take me a complete post just to list down all the sites selling clothes online.
Bangalore-based Voylla.com is the latest kid on the already crowded market. While everyone tries to distinguish themselves from others by some means or the others, Voylla.com’s USP is that they house exclusive apparel styled by well-known ‘Indian’ designers, currently just for women.
Voylla.com makes exquisite designer wear from highly talented Indian designers available at your mouseclicks. Their designer line-up includes Lina Tipnis, Anita Dongre, Raj Shroff and Nimirta Lalwani among others, who have showcased their collections at top-tier fashion shows such as Wills Lifestyle India Fashion Week (Delhi), Lakme Fashion Week (Mumbai), London Fashion Week and NY Fashion Week.
Currently customers seeking style and unique exclusive apparel can choose between high price point (Rs. 25K) physical retail stores such as Kimaya, Oogan, Mogra or websites that don’t stock inventory and promise 3-4 week delivery times. Voylla.com addresses both these problems by promising delivery times of 5-7 days and working with designers to create collections in the Rs. 3K to Rs. 5K serving the customer desires style, exclusivity, reasonable prices and the convenience of shopping online.
Hassle-free 30-day returns and free shipping (also COD) are the other features the site boasts off. “We stand behind their products and service and will refund and not just exchange the product if it doesn’t fit. Shipping is always free at voylla.com.”, says Raj Uparkar, co-founder and VP Operations, Voylla. While most sites offer free shipping, 30-day returns may attract customers to try out the expensive clothing lines.
Voylla is founded by Raj Uparkar and Vishwas Shringi, IITB and IITC alumni respectively, and a few NIFTians as Vendor Managers and Merchandisers.
Shortly they will be adding trendy clutches, handbags and accessories to their collection.
One perculiar deterrent I observed at Voylla.com is the Access Restricted page that you are presented with the moment you hit enter at the site’s url. There is a captcha that you need to enter to enter the site. Now, why would I want to decipher some garbled piece of text and enter it to access a site that sells me exclusive apparel? Also present at the top of the Access Restricted page is a choice of viewing the sites in 17 languages, that surprisingly works, but just for the captcha page! Once you enter it correctly, you land up in English.
Voylla.com is slightly different from Exclusively.in, that also sells exclusive apparel online, also includes international designers, but accepts only large numbers of US $$$. Voylla provides a cheaper alternative to the price-sensitive Indian market.
The important question is, how sustainable is such a model? Highly-priced designer wear selling online at comparatively cheaper rates? Basically bringing the designer clothesline (sic) lower. But does India still have a huge market for these designer lines?
If you are a woman or want to buy something exclusive for a woman you care for, do give Voylla.com a spin and let us know your experience by means of a comment in the section below.