home Interviews Karan Behal’s PrettySecrets is India’s favorite online lingerie destination

Karan Behal’s PrettySecrets is India’s favorite online lingerie destination


Launched as a nightwear boutique in 2005 in Mumbai, PrettySecrets went online as a dedicated lingerie fashion store in 2012 and is now growing at 100 percent annual growth. With 1200+ lingerie products, this fast selling brand plans to open 300 stores across India by end of the year 2018.


From swimwear to active inner wear Pretty Secrets covers it all to make women feel beautiful, confident and sexy inside. Click To Tweet


Here’s brief from the chit chat with the man who gave women a platform to shop their desires – be it floral, sporty, romantic, active, cute or sexy!



AAY: How was the idea of Pretty Secrets born?

Karan: My family has been in the apparel manufacturing and export business for 3 decades now. This strong background and in-depth knowledge in manufacturing, supply chain, and inventory planning led me to launch my nightwear boutique in 2005 called Lace – The Lingerie Club and the response was phenomenal.

However, over time we faced challenges in scaling its offline retail base since India’s retail market was highly unorganised and was riddled with problems like uneducated sales staff, limited space, and poor ambiance. So I made my e-commerce move in 2011 with ‘mylace.in‘, which was one of the first multi-brands online lingerie store. E-commerce was then at its initial stage but was fast growing.

This is when I realised that the opportunity lies in building an exclusive private label lingerie brand online. Also, through my previous retail and e-commerce experience with Lace, mylace.in and PrettySecrets nightwear, I wanted to ensure that for my own online lingerie brand, we remove the bottlenecks of middlemen and put the brand directly in the hands of the only people who truly mattered – the consumers. We wanted to concentrate on product development and quality with an endeavour towards creating a niche for ourselves in terms of our product offering and brand experience. As a result, I eventually decided to step away from offline retail and channel my entire focus on building my own online lingerie brand, hence the birth of PrettySecrets.com.


AAY: There are many other lingerie retails and etailers like Zivame, Amante, Clovia, how is Pretty Secrets different from them?

Karan: PrettySecrets believes that your everyday lingerie should not be boring. We believe your inner wear is the foundation garment of your outerwear. Click To Tweet

Good quality stylish lingerie does not have to be expensive or uncomfortable. Based on that philosophy, we combine fashion with comfort to provide our customers with products that are high on functionality and comfort but are yet trendy and uncompromising on style, a burst of colours and unique prints. All of this and much more at prices that are affordable and reasonable to the growing Indian middle class.

We’re also growing to not just be a destination for purchasing your everyday essentials, but as a brand we are building a platform which would give all women in India a destination for not just buying their favorite product but also being part of a community of like-minded people having access to content which is informative and beneficial.



AAY: While India has 65% of its population under 35 years, we are still conservative to talk about lingerie or getting into lingerie business. Any situation where someone in your family/relations raised his brows knowing you have a lingerie business? 


Karan: My family has been in the women apparel manufacturing and export business for 3 decades now. People around us and relatives where already used to we talking women clothing. Yes, lingerie was a little different but no, no one ever felt uncomfortable about it in relatives. Friends? Well they were more excited than I was!


AAY: Given a chance, which Indian actress would you choose to be a Pretty Secrets model?


Karan: I wouldn’t choose any. I would go with an actor like Ranveer Singh – not as a model but as a celebrity to associate the brand with. We are a young brand and we want to associate someone with our brand who has a style of his own, who is comfortable and stylish in whatever he wears and has the right attitude towards fashion. No one else but Ranveer Singh is the person who is has all of it – style, attitude and passion.


Rapid Fire Questions


In your free time do you read, watch any sports or go for music? Who are your favourites?

I love reading and watching football. I play as well. My favourite authors are Gurcharan Das and JD Salinger. In players I like Javier Zanetti and Mauro Icardi.

What is ‘style’ to you?   

To me style is personal. For me it is what is consistent and practical, something that you are always comfortable in.

Your favorite food?    


What is your definition of relaxation? 

Lying on a beach in the Maldives or scuba diving.

Things without which you don’t leave your home?   

Laptop, Kindle, Phone, Notepad & an Ink Pen (no ball pens)

People who are dearest to you?   

My son Kabir, my wife Shruti & my beagle Laila.


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