'Our Products are High on Fashion and Comfort' - Says Monica Anand, Founder, Switchers

Monica Anand, Founder, Switchers intends to grow the brand offering to cover every single woman’s need and service customers from around the world through tie ups and ecommerce.

In an interaction with Vaishali Dar, Monica Anand shared her entrepreneur journey and details about the company.

Tell us about its inception?
Under Cover Lingerie was founded in November 2011 in Mumbai with the support of my husband. The brand was launched to bring unique and sensual lingerie to women in India. Switchers by Undercover was also launched in January 2017 and is one of its kind mix and match lingerie brand that beautifully accessories any outfit.

What are the unique key points of your company?
We like to call ourselves a fashion company that makes lingerie. Our products are not only high on fashion but also on comfort and fit. With this patent pending product, we have a great canvas for our designs.

How is it different from existing ones?
When we created Switchers by Undercover, we worked closely with our target audience to understand exactly what their issues were with respect to lingerie. Our main takeaways were:
• Different occasions and outfits call for different lingerie.
• More designs and options for women with larger cup sizes
• Comfort and fashion lingerie are two different products

We essentially do 5 major things:
We are hyper-focused on our customer and products. Our 5 major things are:
1 Work with our target audience to understand their needs from lingerie
2 Work with experts to create unique products to address these concerns
3 Prototype and test every single product we create, before we get into production to ensure great fit, comfort and support along with style
4 Sell these products online (and offline soon)
5 Get in touch with customers for feedback that we take back into design

What kind of future plans you have in mind?
The possibilities on Switchers are endless. With the product’s modular design, we now have created a great foundation to build upon and create great fashion lingerie for women. We intend to reach these women both online and offline, whether they are in India or anywhere across the world. Marketing will be driven by ROI campaigns with the intent to build a relevant audience.

What is the funding status and monetization model?
We are self-funded. Our monetization comes from the margins we make on products sold.

What challenges are you facing in running your business?
Given that it has only been a month since we launched Switchers, our current challenge is creating awareness on the availability of the product and working on distribution. We have received great feedback on the product and its design which is a great encouragement and it reinforces our belief in the product.

How do you look at expansion?
We intend to grow the brand offering to cover every single woman’s need and to be able to service customers from around the world through tie ups and ecommerce.