Update: A few questions have been raised in the comments to this post about the ethics of covering a site that isn't "officially" launched, or we haven't received any communication from the company in question. Our approach to this is - if it is live, it is kosher. When we covered it, the site was live, and as Ambareesh Murty pointed out in the comments, they cloaked the site after we wrote about it. We've been writing about sites that have gone live - but not announced - from the very beginning. For example, this one on Day 3 or this in the first month. There are innumerable such stories, and we often find out about such things anonymously. The policy stays - if it goes live, we can report on it. Note: The site was up for testing, it appears, according to a comment to this post left by Ambareesh Murty, who says they are a couple of weeks away from their consumer launch. The site has been cloaked since. (thanks Deepak) November 30th: It's raining online shopping sites! The latest entrant is Pepperfry.com, founded by former-eBay India Country Manager, Ambareesh Murty and one of his former colleagues at eBay, Ashish Shah. Pepperfry is more on the lines of a multi-product departmental store featuring apparel, bags and accessories, furniture & home decor, Jewellery and Perfumes & cosmetics. It features brands such as Lotto, Little India, Peter England, Beverly Hills Polo Club, Octave, Allen Solly, L'oreal among others, and allows users to…
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