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India’s first luxury lingerie online store

India’s first luxury lingerie online store, www.strapsandstrings.com, has set up shop, offering conservative desis every racy idea in the book.
By Rochelle Pinto Rochelle Pinto | Hindustan Times, Mumbai
UPDATED ON NOV 27, 2010 08:51 PM IST
This festive season, gift yourself an exciting sex life. India’s first luxury lingerie online store, , has set up shop, offering conservative desis every racy idea in the book.



While the website will officially launch on December 1, pre-orders are already trickling in. "We can deliver to major cities and well-connected B-towns like Chandigarh and Jaipur the next day, while more remote areas will receive their shipments in about three days," informs Saurabh Dadu, co-founder.



"We wanted to launch a month sooner but weren’t ready. So we decided to launch well before Christmas and New Year as our survey found that many women expect gifts from their partners during this time, irrespective of their religion. Also, we want to be put the word out there before Valentine’s Day, which is very important for us."



Retail Store Dadu plans to create a physical presence using the shop-in-shop system in major designer boutiques across the country. Focusing on European labels, especially from Italy and France, brands available at the moment include Cosabella, Chantelle, Oscar De La Renta and Elizabeth Hurley.



Desi not-so-cool

Any plans to stock Indian labels? "At the moment we are concentrating on Italian and French brands because they have experienced craftsmanship and the quality is unmatched," explains Dadu. They also stock nightwear, swimwear and beach cover-ups like kaftans and sarongs. "We ordered plenty of one-piece swimsuits in anticipation, but surprisingly, we’ve received most requests for bikinis," admits Dadu.

And the site won’t discriminate against you based on size and shape, stocking even the rarest sizes in women’s lingerie, from 30 A to 42 G. So what’s the most luxurious piece money can buy? “Our most expensive item is a bra that costs Rs 12,000. It’s an Italian piece, embroidered by hand,” replies Dadu. “And almost all the expensive bras are decorated with Swarovski crystals and embellishments.”

Happy New Year indeed!

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