Lingerie etailer Buttercups founder Arpita Ganesh announced the closure of the Bangalore-based startup on a social media post last week, months after the website shut operations.
“10 years spent in an industry I knew nothing about when I started out, and emerging as someone who was pretty knowledgeable by the time I was done, didn't come easy,” said the first line of Ganesh’s LinkedIn article.
“Neither is closing my labour of love – Buttercups and moving on from what I am best known for – India’s bra lady,” Ganesh added.
Emerging from “hell and back,” Ganesh went on to unveil plans on moving on to the marketing, advertising business with The Voice Company.
The Voice Company is an advertising agency Ganesh co-founded with Bodhisatwa Dasgupta through which the duo would service entities ranging from corporates, startups to even poets, writers and children, as per its LinkedIn description.
“So I am ready to roll up my sleeves again, kick some dirt and get down to hard work. Thank you for being with me on my journey so far. As my journey takes on a different direction, I hope I’ll continue to have you by my side,” her post explained.
Buttercups Intimates, incorporated in 2014, had raised funds from investors like former Google India managing director Rajan Anandan and former product head at Snapdeal Anand Chandrasekaran.
Early last year, the company had disclosed plans to move its manufacturing to India from China to focus on building a more efficient business model.
The online lingerie retail sector in India that includes Zivame, Clovia and Cilory have had sluggish growth in the recent past.
Run by Actoserba Active Wholesale, Zivame’s net losses nearly halved in 2017-18 to Rs 32.1 crore, down from Rs 57.6 crore in 2016-17.