Delhi-based lawyer Aanchal Saini adored new clothes and accessories, but the charm always faded after the first wear.

So, in 2016, she created RENT IT BAE, a luxury fashion rental service servicing 15 cities offering ethnic, western wear, and accessories from designer labels and brands.

“We call it Netflix for Fashion,” says Aanchal.

Together with Ricky Gujral (COO), Karan Gujral (CTO), and Amit Sharma (CSO), Aanchal (CEO) got designers and brands to collaborate with them. But as fashion rental was quite a new concept three years ago, the biggest challenge was getting users to try their service.

So they used WhatsApp to interact with customers, schedule deliveries and pickups as per the customer’s convenience, and collect feedback and reviews through images and videos. WhatsApp also helped customers see their products live before trying them out.

"Our fit team interacts with the users on video calls to understand their issues, resolve them and deliver a perfect product”

“In case of re-alterations, our fit team interacts with the users on video calls to understand their issues, resolve them, and deliver a perfect product,” says Aanchal. She cites a personal experience of a non-resident Indian customer who landed in Delhi a day before a wedding function. The RENT IT BAE team was in touch with her over WhatsApp using video calls and were already ready with her outfits when she landed.

An outfit that’ll be worn once, without the charm wearing off. Just like Aanchal intended.