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Cuttlewave: Clothing Reimagined

Shop from your favourite brands. Never select a size again.

Today, Clofactory Apparels Pvt. Ltd. has announced a beta access website ( for their new clothing initiative: Cuttlewave. An ecommere marketplace like Myntra, but without a size selector, where everything you buy comes made-to-measure to you. With the made-to-measure fit being consistent, across all brands.

How it works is, body measurements are recorded using an inbuilt image recognition algorithm, though your mobile device. Alternatively, a tailor can down at the speed of food delivery or at a time of your choice and measure you up in 5-10 mins. Once your measurements are recorded, all your apparels come made-to-measure to you. Cuttlewave CEO, Darsh Bijoor said “Brands have credibility, hence people prefer wearing them, but they also have different standardised fits that do not fit everyone perfectly. That’s the pain point we’re trying to address, that no one has to return ill fitting clothes, stand in trail room queues or stick to a single brand”.

The beta access website has been launched under the name ‘The Fit Revolution’, to determine the product market fit. It garnered about 11,000 registrations within the first few hours of being launched. The ecommerce platform is set to launch on the 20th of November, with early access and perks like free tailoring to users registered on the beta access website.

The online clothing market in India is expected to reach $4B by 2020, most of which is dominated by giants like Myntra, Flipkart, Amazon, Koovs and Ajio. When asked about this, Darsh Bijoor said “We offer a very unique value proposition that solves a basic customer problem and the response we’ve received is overwhelming. It shouldn’t be difficult to grab market share”.

Will a startup like Cuttlewave be able to take on the major players like Flipkart and Amazon to emerge as one of the market leaders? Only time will tell.


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