Having received formal training from Chantelle, this woman is changing the way Indian women interact with lingerie. Meet Arpita Ganesh, a lingerie fanatic/Expert, the brains and expertise behind the brand – BUTTERCUPS.
1. How did you get your start in this business?
One single fitting session in New York brought about drastic changes in my life. Finding my perfect fit made me feel more comfortable being in my own skin and boosted my confidence to new levels. This experience also piqued my interest about the lingerie industry in India. Upon realizing that the benefits of a perfectly fitting set of intimates is an esoteric piece of information I felt compelled to share this trove of information with the women in India. The process of bridging this knowledge gap paved way for the inception of “Buttercups” as a brand that retailed international brands. Over the years “Buttercups” has been modified and transformed into an exclusive in house brand in order to meet the unique demands of the Indian market.
2. Why did you name the brand “Buttercups”?
I wanted the name of a flower, and Buttercups has “Butt” & “cups”.. didn’t have to think twice about it.
3. How is “Buttercups” different from other lingerie brands?
At Buttercups we believe in aiding every woman finding their perfect fit as opposed to cramming her into incorrect sizes to achieve the “perfect body” stereotype. Hence, we are the only brand in the entire country offering bras across the size spectrum. We are aware of the fact that most lingerie brands in India offer bras with either the Asian or American sizing, which does not cater to the vastly different body types of the Indian women. Hence we have come up with a unique size chart and style our bras to in sync with the Indian body type. We encourage every woman to stay true to her size instead of trying to fit herself into any other “desirable” size. So, when you walk into our Fitting room, everyone is sure to find a product, which looks and feels like it has been crafted for only her.
4. What’s the most challenging part in this business?
Understanding the nuances of bras is a VERY tedious process. Commitment to NOT taking short cuts in making a product and keeping with core values of being able to help as many women find the right fit is tough. Even after 44 sizes, we still get disappointed customers who are looking for a size that we don’t currently have. But, we plan to do more and more, and hope that in the next 2 years, our size range will cover all sizes and body shapes.
4.What research has gone behind “Buttercups”?
Our quality products and happy customers stand as testimony for the amount of effort and time we spend in order to make sure we offer the best products. The research is multidimensional including the benefits of wearing the appropriate bra size, the ill effects of not doing the same, the materials and fabrics to be used in making of the product, the body types and skin tones of the Indian women and most importantly the level of awareness about the seriousness of the issue among the Indian population.
I started out in lingerie in 2008 and since then have deep-dived into the Indian lingerie market to the extent of not only what other brands are about, but also the uniqueness of the Indian body types, skin tones and most common pain points. I researched for 2 years, only on the products itself before launching our first range.
6. Tell us about the “Fit Specialists” at Buttercups.
The Fit Specialists are our champions! As the name suggests these ladies are specialists whoa re trained to assist our customers in finding their right size and fit. They not only fit the customers, but also educate them on right bra practices such as how to wear, care of bras, etc
7. What is the idea behind creating a blog?
With my having such in-depth so much knowledge on the subject that is still so nascent in content, writing a blog was a no brainer. The blog gives me an opportunity to reach out to a mass audience to spread education on lingerie and helps a lot of women find solutions to issues that they have always had, but never known who to ask.
8. Things to consider before buying a bra.
Finding the right size and fit is KEY. There are a few check points listed in our blog http://blog.buttercups.in/your-bra-is-trying-to-tell-you-something-listen/ that can help with finding the right size and fit.
9. What does Buttercups promise every woman walking to their store?
We at Buttercups strive towards helping every woman find her perfect fit so she can walk out feeling confident and be happy with her own body and with knowledge on good bra practices, that she has not had before.
We strive hard to fulfill our promise of bringing better fitting bras to women in India, though we can’t possibly provide immediate solutions for all, but we a re slowly and steadily heading there and in the next few years, yes, we will surely have solutions for every woman’s lingerie problems.
10. Is there a myth/stereotype that you would like to debunk/break?
Bras are an uncomfortable necessity!! THAT is a myth. If women squish themselves into bras of incorrect sizes day in and day out then they will definitely feel so, But, that’s not the bras issue. It’s the issue of not wearing he right size. The right size of bra can make you feel confident, beautiful and give ultimate comfort. So stop blaming poor bras and find ones that fit you right.
11. Are you only catering to the premium segment?
Our products are priced keeping in mind the quality of the products. The lifespan of the products do justice to the price. While other brands offer products at rock-bottom prices, they are blind to the ill-effects they can have on their consumers. Our products not only provide a comfortable experience but also last long, so I think it is a fair trade.!
12. How has sales been through Online medium?
Quiet good. We are slowly growing our online sales figures and we see a lot of repeats on the channel as well.
13. What is the one thing that you would want to change about the Indian market?
Spread Awareness. Creating and spreading awareness of the importance of a perfect set of intimates will do wonders. It will create a battalion of self-aware and confident women who can concentrate on the tasks at hand rather than the poking underwire and bra-straps that keep peeping out of the dress.
14. Do you have expansion plans?
Yes! We do..! We are opening 4 more Fitting Rooms in Bangalore this year and are coming out with a new teen-wear range very soon followed by a night-wear range.
15. Closing thoughts.
A fitting session in 2008 changed my life and allowed me to win the lifelong battle of finding a perfect bra! I wish to provide a similar chance to all the women out there, who have been looking for a right fit. I am on a quest to help every women find her perfect fit..! I thank all the gorgeous women out there for making Buttercups a success and wish to welcome many others to try our Buttercups experience.
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