PrettySecrets
PrettySecrets is a Mumbai-based Indian D2C e-commerce company founded in 2012 that sells women's intimate apparel including bras, panties, nightwear, and swimwear online to consumers across India.
- Company typePrivate
- Founded2012
- HeadquartersMumbai, India
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What PrettySecrets does
PrettySecrets is an Indian direct-to-consumer e-commerce company founded in 2012 and headquartered in Mumbai, focused on the online retail of women's intimate apparel. Its product catalog spans bras, panties, nightwear, and swimwear, sold primarily through its own website (prettysecrets.com). The company operates as a category specialist in a segment that has historically been underserved by organized retail in India, leveraging the privacy and convenience of online ordering for a product category where many domestic consumers prefer not to shop in physical stores.
The business model is straightforward D2C e-commerce: purchase inventory, sell through a proprietary website, and ship to consumers across India. The company has raised approximately $8 million in equity across two disclosed funding rounds, including a $2 million early-stage round in September 2014 (from IAN Group, India Quotient, and Orios Venture Partners) and a $6 million round in June 2016 led by RB Investments Pte. Ltd. with participation from Orios Venture Partners. Employee count is in the 51-100 range, consistent with a small-to-mid scale operation. There is no evidence of marketplace presence, international expansion, or proprietary technology platforms beyond a standard e-commerce storefront.
The competitive context is challenging: PrettySecrets competes against larger generalist fashion platforms (Myntra, Ajio, Amazon Fashion) and vertical specialists (Nykaa Fashion, Clovia, Enamor) that have greater scale, marketing budgets, and category breadth. With no documented funding activity since 2016 and no disclosed expansion metrics, PrettySecrets appears to operate as a niche, surviving incumbent rather than a high-growth category leader. The unit economics of online intimate apparel in India are constrained by high return rates, sizing complexity, and customer acquisition costs that have risen materially as digital advertising has become more competitive.
PrettySecrets firmographics
Firmographics- Name
- PrettySecrets
- Website
- https://prettysecrets.com
- Company type
- Private
- Founded year
- 2012
- Headcount range
- 51–100 employees
- Short description
- PrettySecrets is a Mumbai-based Indian D2C e-commerce company founded in 2012 that sells women's intimate apparel including bras, panties, nightwear, and swimwear online to consumers across India.
- Ownership category
- akta.pro rank
PrettySecrets industry classification
Industry- Product category
- Women's Intimate Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
- akta.pro secondary industries
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Virtual Styling & Outfit Planning (HSACAJAF)
Keywords
Where PrettySecrets is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Markets served
PrettySecrets business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
PrettySecrets product offering
Product offeringCore offering
PrettySecrets is an Indian online e-commerce retailer that sells a range of women's intimate apparel including bras, panties, nightwear, and swimwear directly to consumers through its website prettysecrets.com. The company operates as a branded online lingerie store serving the Indian market.
Differentiator
Problem solved
Functional benefit
Products and services
- Bras Bras are part of PrettySecrets' online lingerie assortment sold to individual women consumers in India via its e-commerce website.
- Panties Panties are part of PrettySecrets' online lingerie assortment sold to individual women consumers in India via its e-commerce website.
- Nightwear Nightwear is part of PrettySecrets' online apparel assortment sold to individual women consumers in India via its e-commerce website.
- Swimwear Swimwear is part of PrettySecrets' online apparel assortment sold to individual women consumers in India via its e-commerce website.
Companies that use PrettySecrets
Customer profileIdeal customer profiles1 record
PrettySecrets technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
PrettySecrets partnerships and signals
Strategic signalRecent moves2 records
Expansion highlights1 record
PrettySecrets competitors and assessment
Company assessmentDirect peers
- Enamor: India-based intimates brand selling bras, panties, sleepwear and shapewear through D2C plus offline retail. Closely comparable to PrettySecrets in product mix and target segment, with a more mature offline footprint.
- Clovia: India-focused online lingerie and intimate apparel brand offering bras, panties, sleepwear, and activewear. Competes directly with PrettySecrets across category mix, target customer, and D2C distribution model.
- Zivame: India's largest dedicated online lingerie retailer, acquired by Myntra/Flipkart. Directly competes with PrettySecrets in online bra, panty, and sleepwear D2C, serving the same Indian consumer with comparable product range and pricing.
Emerging players
- ThirdLove: US D2C lingerie brand focused on fit technology and inclusive sizing. Comparable to PrettySecrets in online-only intimates model, though serves the US consumer with a premium positioning.
- Savage X Fenty: D2C intimates and loungewear brand leveraging influencer-led marketing. Shares PrettySecrets' online-first, digitally-native go-to-market, though globally distributed and premium-positioned.
Regional players
- Lovable: India-based innerwear and casualwear brand with extensive offline retail. Comparable to PrettySecrets in product mix (bras, panties, loungewear) and Indian target market, but with a fundamentally offline-led distribution model.
Broad incumbents
- Hanesbrands: Global intimates and basics manufacturer/brand owner (Champion, Bonds, Bali). Adjacent to PrettySecrets as a comparable intimates category incumbent, though operating in manufacturing/wholesale rather than India D2C.
- Calvin Klein: Global intimates and apparel brand with strong presence in India via marketplaces. Competes with PrettySecrets in premium bra, underwear, and loungewear segments but as part of a broader lifestyle portfolio.
- Victoria's Secret: Global intimates and beauty brand with significant brand equity in India via online channels. Comparable to PrettySecrets in core product category (bras, panties, sleepwear) but operates at vastly larger scale and price tier.
- Myntra: India's leading fashion e-commerce marketplace and owner of Zivame. Overlaps with PrettySecrets through its dedicated lingerie category, serving the same Indian online consumer but as part of a much broader fashion assortment.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
PrettySecrets social profiles
Digital presencePrettySecrets financial estimates
Financial estimateRevenue estimate
Valuation estimate
PrettySecrets leadership team
Management profileNumber of profiles
PrettySecrets funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PrettySecrets M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PrettySecrets
What does PrettySecrets do?
PrettySecrets is an Indian online e-commerce retailer that sells a range of women's intimate apparel including bras, panties, nightwear, and swimwear directly to consumers through its website prettysecrets.com. The company operates as a branded online lingerie store serving the Indian market.
When was PrettySecrets founded?
PrettySecrets was founded in 2012. It employs 51 to 100 people.
Where is PrettySecrets based?
PrettySecrets is headquartered in Mumbai, India, in the Asia region.
Who are PrettySecrets's main competitors?
Direct peers on record are Enamor, Clovia and Zivame. Emerging players are ThirdLove and Savage X Fenty. Lovable is listed as a regional player. Broad incumbents are Hanesbrands, Calvin Klein, Victoria's Secret and Myntra.
Does PrettySecrets have an API?
No public API is recorded for PrettySecrets.
What industry is PrettySecrets in?
PrettySecrets's product category is Women's Intimate Apparel. Its primary akta.pro industry code is CRAAABAF, Intimates, Lingerie & Sleepwear Retail, with a secondary code of CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands. Its NAICS code is 45811 and its SIC code is 5621.