Undergarments haven’t always been the easiest to nail, especially when it comes to those for women. A varied range of body types, shapes and comfort preferences is evidence that it’s definitely not a one-hat-fits-all kind of a scenario. Add to that the gruesome shopping experience for lingerie which isn’t always a positive one, especially in Indian local stores, and you’ve got yourself a majority of women shoppers who’d prefer to buy undergarments in huge bulks, mostly once or maybe twice a year. Enter Big Little Lemons, the newest underwear brand on our radar, which introduces an interesting touch to underwear shopping.
Founded by Sakshi Masand, Big Little Lemons recently launched the country’s first ever underwear subscription model which helps you buy what you need, when you need, keeping the clutter out of your lingerie drawer. The subscription model lets a customer personalise their subscription, not only when it comes to the frequency payment of the plans (i.e. monthly, quarterly or half yearly), but also swappable style bags that let you choose or change the underwear style that you would want in a particular month.
“I realised women, including myself, usually bought similar styles or were hoarding undies way beyond their life cycle. The brand is founded on the idea that a woman’s top drawer requires the same versatility of styles and colours as their wardrobe does. We want to provide variety, seasonal choices and reduce top drawer clutter by spreading a woman’s annual buy across months. The way to effectively achieve that was to have a personalised subscription model, which allowed women to pick from new styles every month while having the flexibility to skip months, in case they feel that month’s collection isn’t for them or swap bags to get the product as per their preferences,” says Masand.
From sizes ranging from extra small to extra-large, one can choose a pack of briefs, thongs or even both, and choose the kind of delivery frequency best suited to their use. As opposed to the conventional underwear packs where you have to buy packs of the same style, Big Little Lemons lets you mix it up and avoid hoarding or unnecessary buying. “Having spent my formative years buying brands that I didn’t relate to or waiting to travel to buy the most essential apparel product became a recurring theme in the conversations I was having with women around me, we collectively desired a change in aesthetic, narrative and variety. We’re also trying to fix the problem of accessibility, affordability and convenience while creating an exciting experience around underwear shopping. It’s quite thrilling to receive a fresh undie every month or when you want it,” explains Masand.
While the newly launched brand’s next steps will be exciting to look out for, Masand is aware of the responsibility a category like women’s lingerie comes with. “What we do know for sure currently is that lingerie is an outcast in the fashion ecosystem and Big Little Lemons aims to be a fashion-forward intimate wear platform for all women with gradually introducing a more extensive size range and verticals of product,” says the founder.