Bwitch.in launched in India

Genesis Colors, which operates Bwitch lingerie brand in India, has launched

Bwitch.in as an e-commerce platform to retail Bwitch lingerie online. Genesis has tied up with e-commerce service provider Net Distribution for the venture. Net Distribution operates several online stores for large and mid-sized companies in India. According to the company, Bwitch.in has already received and serviced orders from within India like Jharsuguda, Dibiyapur, Bathinda, Bilaspur, Moradabad and Vellore.

Commenting on the launch, Jyoti Narula, MD, Genesis Colors says, "Online stores as a channel of purchasing are fast catching on. For the category of products provided by Bwitch, the online store is an added convenience for the consumer. It also provides male shoppers with the option to use this method of shopping for them to be able to browse and purchase lingerie for their partners."

Ajay Miglani, CEO, Net Distribution feels that lingerie and personal care category for women needs focused and experiential format of sales, and web store as a channel can address this to a great extent. Also, most of the traditional retailers will not stock all sizes, and that’s where online retailing of lingerie works well.

Genesis Colors was established in 2001 with a vision to create a global fashion conglomerate on the lines of international fashion houses. While taking premium Indian fashion labels to the world the company has also pioneered the concept of luxury retail in India.