Ninety Nine Labels Pvt Ltd, the company behind, has launched, an e-commerce venture offering traditional and contemporary products.The launch comes close on the heels of the company  raising Rs 5 crore from Info Edge. The launch also coincides with the Indian festive season.

What’s on offer

 Portal: Customers can register on the website through the registration form. What’s surprising though is that it does not  support social sign-ups and that it emails the password in cleartext confirming the registration on the website. This could turn out to be major security issue for the website, in future. Once registered, users can browse products from apparel to home decor to jewellery.

Products: Currently, the apparel section is targeted at women, offering products such as kurtas, sarees, dupattas, blouses, skirts, ready to stitch apparels, among others. On the individual product page the company lists the fabric material, dimension of the product, among other details. Apart from that it also allows users to create a mix and match look while browsing on the website. The company claims that 9rasa brings catalog selection of expertly curated and hand-picked products and that new merchandise is added every week. Unlike its sister site,, the merchandise on will remain on sale for longer duration.

Shipping and payment: Currently, the website states that it charges Rs. 75 as shipping charges, however, when we tried to place few orders it did not charge any shipping fee for delivery within India. The website also charges Rs. 1500 flat shipping charges for delivery location outside India. As for payment, the website supports credit/debit card, net banking and cash on delivery (CoD).

Other players: A.M. Marketplaces recently launched, a  social shopping platform targeted at women, which offers products from categories including apparel, accessories, home decor, and food. also competes with online fashion retailers like,Styletag, and the India Today group’s bagittoday. which provides products from International and Indian designers. It also competes with, which recently acquired online fashion and beauty retailer Urban Touch for $30 million. Recently, Flipkart also added a clothing line to its product catalog, we believe it’s only a matter of time before Flipkart starts offering Women’s clothing line. Flipkart already offers beauty and healthcare products.