The Bangalore-based fashion and lifestyle e-store has introduced the 'Alterations' service. A free-of-cost service that takes not more than 48 hours without the customer having to step out of home, the service is aimed at increasing the personalization quotient and convenience level.

Talking about the concept, Arun Sirdeshmukh, co-founder and CEO,, said, "You would be surprised to know that almost 70 percent of the trousers/jeans bought at a typical departmental store go in for alteration. What about customers who buy trousers online? How will they get trousers altered? Why should an online shopper be denied this service?”

"In fact, to force an online shopper to go out and find a tailor goes against the whole grain of 'shop from home' convenience promised by ecommerce. By offering our customers this service, we ensure that their transaction remains completely free of any offline hassles," Arun said.

It is a clutter breaking move on the part of for the online shopping industry, where features like 'Try@Home' and 'Instant Exchange' are driving sales. It makes the 'Alterations' service possible by having a team of 'Delivery Champs' who are empowered to do more than mere delivery.

"We've trained our logistics team to achieve a lot more than traditional e-commerce delivery systems. Our 'Delivery Champs' wait for the customers to try the product. If the product needs any alteration, the champs are equipped with the knowledge to take measurements. After taking measurements, the champs bring the product back to Fashionara warehouse where our tailors alter it to suit the requirement. The altered product is then delivered to the customer," explained Sirdeshmukh.

The service is currently being offered in Mumbai, Bangalore, NCR, Hyderabad and Pune. Sirdeshmukh believes that the fashion and lifestyle category needs a very different level of service compared to most other categories.

"The idea is also to make shopping online a better experience than even shopping in malls. E-commerce should not just mean shopping online it must virtually entail getting the store like experience, right at home," he said.


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