A style haven for Indian men

Men in India are in for a treat as the gateway to realise their style fantasies has arrived. Amit Rawal founder and CEO of the niche online shopping portal Elitify.com tells After Hrs that things are looking really exciting for the guys, these days...

Elitify aspires to be the ‘go to destination’ for anything that defines and elevates a man’s style. What gave you the idea to start the website?
This niche online shopping site was brought to life keeping in mind the growing need for trendy apparel and accessories, high-tech gadgets and other lifestyle products that every contemporary man desires. Our intention behind designing Elitify.com lies in our want to gently nudge Indian men towards high fashion while providing them access to global, hard-to-find lifestyle products. We want to become the Indian male’s go-to destination for everything that defines their lifestyle.

Where do you source your products from and how do you decide on what brands you want represented on your site?
All our products are sourced from the US, Italy, Turkey and China. We have a mix of brands, those that are available in India and the ones which are not. Moreover, we cater to a segment that is well-travelled and exposed to global brands. Despite not opening any physical store in India, there are brands such as Ralph Lauren and J Crew, which are hugely popular, on our website. We always select brands that form a perfect blend for the haute-couture homme as well as the fashion-forward youth.

Humour us, but do men spend as much as women?
Men’s market is growing rapidly, at a 13% annual rate compared with 10% for women. And that growth gap will get wider in the years to come. The fastest-growing segment of online commerce is fashion, and it’s being propelled by men! Indian men, today are globally aware, well-travelled, and image conscious. This is really changing their consumption behaviour and motivating them to splurge on lifestyle needs.

The section ‘mandate’ in your website seems interesting and looks like a reckoner of sorts. What was the inspiration behind it?
Our inspiration behind the instructional pieces was to help Indian men perfect their toilette! In other words, it was a part of our vision to offer advice extending into every genteel gentleman’s lifestyle. The MANdate section is mostly style-driven, but we also cover men’s general interest topics that are usually found in magazines.

Is introducing personal on-call stylists and shopping services Elitify.com’s way of ensuring that customers keep returning to your site? Would you say good customer service is a make or break for online portals today?
Absolutely! Men yearn to be pampered and our website offers a personal stylist and shopping service to help them take their style quotient to the next level. A good customer experience is our sole mission behind this venture. Once men like a particular style or brand, their loyalties are towards the store. Top it with a seamless customer service, and they will be your huge fan!

Finally, like an LBD for women, what is the one thing every man’s wardrobe should have?
A classic wool and mohair blend suit in grey! It’s the ultimate everyday suit. A grey suit is as timeless and versatile as an LBD. It is appropriate for every season and any occasion. And the best part about wearing grey is how easily it pairs well with any look or colour.