Soaring high with fitting benefits

On the launch of exclusive range of lingerie, well-matched with Indian preferences, Dalbir Bains, Founder, Boudoir London shares the growth, success and future of her company

Abha Garyali (AG): Share with us the experience of the origin of ‘Boudoir London’. 

Dalbir Bains (DB): My knowledge of the international lingerie market made me realise the existing gap in the Indian market. I wanted to create an environment conducive to buying lingerie and put up a product offer relevant to the Indian consumers. This is how I created Boudoir London. We offer Indian consumers, premium lingerie and swimwear. In short, the objective was to create a British retail experience in India.  

AG: What is the USP of your brand and how do you think it is different from other lingerie brands in India? 

DB: Boudoir London specialises in international lingerie relevant to the Indian consumer. Some domestic players do not have the international quality and styling aspect that Indian women expect, other international brands do not understand specifically the requirements of the Indian woman and their body type. I personally take care of every product in the store. As I have been a buyer and buying director for UK high street stores for over 15 years, this has helped my work a lot. Ours is the only brand that offers a professional bra fitting service, whereby the customer’s size is worked out accurately. Beyond that, the customer requirements are understood and the customer is advised on the right selection according to her requirements.  

AG: Elaborate on the evolution of the concept of Boudoir London.

DB: Boudoir London has received a huge acceptance in India and has been featured in over 300 magazines and newspaper articles. It also had over 20 television appearances in reference with the specific product and services. This demonstrates the power and the acceptance of the brand in India. My objective is to educate the women about the importance of wearing good fitting lingerie through various sources such as articles, columns and appearances at women events. 

AG: How many centres do you have at present and in which cities? What are the future target locations for your expansion?

DB: Boudoir London has just launched its first franchise outlet and its flag ship store in Juhu, Mumbai. Our target is to focus on the tier I and tier II cities in India and open another 12 stores in Delhi, Pune, Bengaluru, Ludhiana, Gujarat, Hyderabad, Chandigarh etc.  

AG: What strategies are you following to attract consumers across your stores?

DB: The whole ethos of Boudoir London is customer service and creating a customer -friendly environment. Boudoir London needs to maintain these standards across the country and has a very detailed and supportive training programme to ensure consistency amongst service levels in every store in the country. 

AG: What kind of background is necessary for securing a partnership of your company?

DB: A retail /customer service background is preferable as prior experience is definitely going to enhance the results. Furthermore, knowledge of international products in India will be an added advantage. Finally, the partners need to be energetic and keen to be a part of the great business legacy.