Why Sinderella exists

Short answer: because Indian intimate-wear shopping was boring.

Long answer coming up. Get comfortable.

The problem we were born into

For thirty years, if you wanted lingerie in India, you had three choices. Go to the mall and shop under fluorescent lights while a sales aunty asks your size loud enough for the next counter to hear. Order off some sketchy foreign website where “Small” means American L and the customs inspector reads your package label out loud. Or just… not bother.

And if what you wanted was a bridal set, a comfortable babydoll or a beautifully fitted bodystocking, finding the right style and size could still feel harder than it should.

That's not a shopping experience. That's a dare.

So we built the fourth option

Sinderella is for the 2:47 a.m. order. The let's-make-Saturday-interesting cart. The bridal set that arrives in a plain pink pouch because your mother-in-law lives with you. The bodystocking that ships to a tier-3 pincode where the postman knows everyone's name.

Our collection brings together babydolls, matching lingerie sets, bodysuits, stockings, bridal styles and plus-size fits. We focus on helping you choose something that feels good to wear, with discreet delivery and personal size guidance.

And we ship it like a secret. Because some nights are nobody else's business.

What we believe, in one line each

  • Intimates aren't a luxury. They're a Tuesday.
  • Couples don't need permission. They need options.
  • India has always wanted this. We're just the first ones brave enough to stock it.
  • Every body is the “right” body. XS to 5XL, no apology.
  • Discretion isn't shame. It's common courtesy to your neighbours.

The receipts

  • 2,00,000+ orders shipped India-wide
  • 21,000+ pincodes served — tier-1, tier-2, tier-3, the village with one post office
  • 1,13,000+ fit matches done by Maya on WhatsApp — 98% success rate
  • Zero packages with the word “lingerie” anywhere on them

The promise

Plain pink sealed pouch. Unbranded label. SKU code only. Your delivery person sees a fashion purchase. Your roommate sees a fashion purchase. Your mother-in-law sees a fashion purchase. Kisi ko pata nahi chalega.

That's not marketing. That's packaging policy, signed in writing, shipped 2,00,000+ times without one slip.

Still reading?

Then you're our kind of customer. Go pick something you've been curious about.

— The Sinderella team, Mumbai