It all began in 2015, in the city of brotherly love, Kolkata, INDIA, with a curious experiment to understand how luxury brands behave in the new digital world. Conventionally, luxury brands offer more of a rather expensive (and glittery) brick-and-mortar experience through physical touch and feel of the product. When we researched, we understood that most luxury brands had complex supply chains, huge deadstock, and multiple layers (wholesalers, distributors, etc.) – and these jacked up the prices for the end consumer.