‘Costumes on rent’ services gain momentum in India

Following the success of such services in the western countries, recently launched Indian start-ups and companies renting designer costumes for different occasion – from an engagement, wedding to a western-themed party, are receiving a huge response. Indian customers, who do not believe in investing money in expensive designer clothes, yet want to dress up in exclusive designer pieces, are turning to ‘costumes on rent’ services to fulfil their desires.

Shreenath Shetty, Proprietor of Shrishti Costumes in Aundh, for instance has seen a positive growth in his business from a just four-five rentals a month in 2009 to over 1,000 during the peak season. The USP of these companies is that options on offer are plenty and people pressed for time can just pick-up dry-cleaned attire fit to their size, instantly. In return, they have to simply pay fixed daily rental and a refundable security deposit. Some even provide doorstep drop-and-pick up facility and a look complete with matching jewellery and other accessories, making it further convenient to the user.

Ecommerce too has made things easier, with companies displaying their entire portfolio online. Customers have to pick the things they want and pay for them. Laveena Laitonjam, Warje-based 'Rent an Attire', store, for example, offers more than 150 styles of designer and near-identical Indian, western and fusion wear. And Vedika Oberoi’s Gurgaon-basedswishlist.in is an online door-to-door fashion rental service that delivers Indian and western designer clothing across multiple cities. Also, a month-old start-up Klozee, recently raised funding through a seed funding round from TracxnLabs, which also rents designer apparel at one-tenth of the retail price.