HandsPick, a fashion focused e-commerce portal operated by the Delhi-based Intuitent Online Venture, has raised $2 million funding from Seedfund and rebranded to DoneByNone.com. Interestingly, the company has also changed its name Intuitent Online Venture to Netcraft Retail solutions.

Seedfund founding partner Mahesh Murthy stated that the rebranding was done so as to portray a clear attitude and statement for a specific demographic, although the company and its focus will remain the same. He added that DoneByNone intends to use the funds raised for improving its design, manufacturing, sourcing, brand creation, logistics and for customer satisfaction.

DoneByNone currently focuses on women’s apparel, and claims to offer apparel across over 60 brands including Lee, Puma, Spykar and Wrangler, handbags, sandals and fashion jewellery. The company also offers the usual e-commerce portal features like free shipping, cash on delivery, 30-day return policy, live customer assistance and support for multiple payment modes like credit cards, debit cards, cash on delivery, net banking, ITZ cash cards and e-cards.

Interestingly, this is the second e-commerce investment for Seedfund in recent times after its $5 million investment in Fetise.com, an invitation-only luxury fashion portal which focuses on luxury brands for men, in December last year. Previously, the fund had stayed away from the e-commerce segment and  SeedFund partner Mahesh Murthy had, in fact, had been pretty vocal about an e-commerce bubble.

Competitors: Other apparel players include FashionAndYou, Smile Interactive’s Freecutlr, Times Internet Limited’s* HutK.com, ThePrivateSales, Exclusively.in, India Today group’s bagittoday, ZOVI.com among others.

*Disclosure: Indiatimes is an advertiser with MediaNama