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Exclusive: Former Asos duo set up Indian etailer

Lord Waheed Alli, the former non-executive chairman of etail giant Asos, has teamed up with former Asos product and trading director Rob Bready to launch an online venture aimed solely at the Indian market. features a mixture of own-label and branded womenswear aimed at 16 to 35-year-olds. The site offers both Indian and British brands and attempts to fill a gap in the market for the country’s growing middle class.

Alli has taken on the role of chairman of the business, which is being operated via his company Silvergate Retail. The business is backed by the wealthy Nahata family.

Bready has taken the reins as creative and retail director while two former Asos heads of buying, Ellen Andrew and Emma Reed, are also on the team.

Alli and Bready both stepped down from their roles with Asos in October last year, shortly after it was announced that former Marks & Spencer general merchandise director Kate Bostock was to join as executive director.

Andrew also left Asos last year, while Reed departed in August 2010. could not be reached for comment.

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