Blessai Retail launches

The website will cater to the innerwear needs of men, women and children

e4m by exchange4media Staff
Updated: Apr 21, 2015 11:59 AM
Blessai Retail launches

Blessai Retail Pvt Ltd, a Gurgaon-based startup, has launched

“Innerwear is our specialty, an e-commerce venture focused on catering to the inner wear needs of men, women and children. The site offers innerwear products from various top Indian and international brands in a range of prices,” the company stated.

Ajay Malhotra, co-founder,, said, “The vision behind Innercover is to provide a private, one stop innerwear shopping destination for everyone to buy original and hygienic products of trusted brands in all price ranges.”

The company is founded by Ajay Malhotra and Kavita Gupta Malhotra. Before setting off on an entrepreneurial journey, Ajay has held various leadership positions in the internet and telecom sectors in companies like Google, Nokia, Yahoo!, Vodafone, etc.

Kavita, on the other hand, has held senior level positions in marketing, product and sales in the internet and telecom sectors in companies like InfoEdge (Naukri, Jeevansaathi, etc), Cleartrip, HT Media and FCB Ulka among others. was conceptualised from a real time problem that the founders faced while shopping for innerwear for their family. Privacy, product originality and hygiene, choice and unavailability of one-stop innerwear shop for the whole family were the many concerns that the founders faced. They felt a need for an exclusive online destination that offers innerwear for men, women and children.

As of now, the company is providing services across India and offers products on Cash on Delivery in 12 cities.

According to Ajay, the site has received good reviews since the launch earlier this month. The site has been designed keeping in mind the ease of usability, enabling easy navigation and purchase. Special sections like Expert Advice have been created to help the customer find the right style and fit for his/her body type. A special Problem & Solutions section is also part of the site, which gives answers to various problems which a customer might be facing regarding his/her innerwear.


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