Two categories. That is the whole idea.
Most Indian storefronts try to sell everything to everyone and end up selling nothing particularly well. We went the other way: men’s clothing and boys’ clothing, chosen piece by piece, priced honestly, delivered free.
Men’s and Boys’. No sub-menus, no third tab appearing next quarter.
Orders leave us within a day of confirmation, working days.
Free to every serviceable pincode, with no minimum spend.
Unworn with tags. No restocking fee, no return postage.
The shirt that went translucent
First India Store began with a complaint. Someone bought a white shirt online, wore it through one summer, and by August you could read a newspaper through the back of it. It was cheap. It was also, in the only sense that matters, expensive.
That is the failure mode of the Indian e-commerce catalogue: thousands of listings, no one accountable for any of them, and a price that only looks low until the second wash. We are not going to fix the whole industry. We are going to sell fewer things and stand behind each one.
So the rule is simple. A person looks at every piece before it goes up. If it stops holding up, it comes off the site. And because the catalogue is deliberately small, that is actually possible.
Four things we will not compromise on
Cloth before everything
Weight, weave, shrinkage and colourfastness, checked before a listing goes live. Photography is the last thing we worry about, not the first.
Sizes that come from the product
Every available size shown on a product page is read straight out of that product’s own details. If the supplier does not hold a 3–4 Years, you will not see one offered.
One price, all in
GST included, shipping free, no cash-on-delivery surcharge, nothing bolted on at the payment step. The number on the card is the number that leaves your account.
Returns without an argument
Seven days, unworn, tags on. We pay the return shipping and there is no restocking fee. Refund in 7–10 business days, in writing, on the policy page.
A person on the other end
Email reaches someone who can actually resolve it, and we publish grievance timelines because the IT Rules ask us to and because it is the right thing to do.
No dark patterns
No fake countdown timers, no invented “only 2 left”, no pre-ticked newsletter box. Stock counts are the real ones from our system.
Everything on this site lives in one of two places
Men's Clothing
Shirting that presses flat and stays opaque. Trousers cut to sit where a waistband should. Knitwear, denim and the occasional kurta for the weddings you cannot get out of.
02Boys' Clothing
Made for climbing things. Cotton that survives the wash cycle, seams that hold, elastic that does not give up in March. Sizes from the first months right through to thirteen years.
Fewer things, chosen properly
That is the entire pitch. Start with whichever wardrobe you came for — and if something is not right when it arrives, you have seven days and we pay the postage.