No wonder Karan Virani sounded happy. The investment banker had just received a crisp white shirt from Hugo Boss, delivered at his doorstep in all its sparkling glory — ready to be worn. All thanks to www.elitify(.com). And the firm had not even charged for shipping costs.

A couple of days ago, while browsing through the Internet, Virani first came across the website that sold his favourite brand of clothes, most of which were not easily available in India. “I am not a person who follows trends blindly but I certainly know what kind of clothes suit me. Online shopping not only saves time but also helps me browse through all the competing brands without moving an inch from my couch,” he says.