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Launched in April 2012 by stylist and entrepreneur Pernia Qureshi, Pernia's Pop-Up Shop was India's first e-commerce platform built specifically around the country's designer wear, inspired in part by Natalie Massenet's Net-a-Porter playbook. From a curated launch of around 25 designers it has scaled to a catalogue spanning more than 1,000 Indian labels - heritage couturiers like Tarun Tahiliani, Rohit Bal, JJ Valaya and Masaba alongside contemporary names like Papa Don't Preach and Itrh - across womenswear, menswear, jewellery and a deep bridal section. The platform layered in physical studios in Mumbai, Delhi, Bengaluru, Hyderabad, Kolkata, Ahmedabad and Surat plus a London showroom, and remains the preferred home of South Asian wedding wear for the diaspora.