Indian e-commerce is projected to explode from $10 billion to $43 billion in the next five years, according to Nomura's India Internet Report last month. There are 11 categories, and within them 42 players, that are poised to shape this blazing path.
LINGERIE
Stores, in general, have failed to offer Indian women a wide choice of products or a comfortable shopping experience. Online players are stepping in, offering a wide variety of products, new categories like shapewear and the privacy to shop without human contact.
All are betting the $2 billion market will grow and will shift online. So do their backers. “If you look at China, the largest category in e-tailing is apparel, with around 35% marketshare. In that, lingerie is 10%-15% of the entire apparel market,“ says Rehan Yar Khan, an angel investor. He has invested in PrettySecrets, which started as an offline player, grew to 200 stores in six years, and shifted online.
While horizontals do sell lingerie, none has a wide presence. Taking advantage, companies like Zivame are attempting to corner the market with initiatives like try-and-buy.
Going forward, “large players like Flipkart and Myntra could acquire them to make these brands anchor tenants on their website,“ says Khan.
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