GVK scion Keshav Reddy is setting out on his own with a new start-up that is set to ride the potentially lucrative yet obstacle-ridden Indian e-commerce wave.

Mr. Reddy, along with his friend Ishaan Dodhiwala, has started an e-commerce venture called ‘The Indian Brand’, which, at the moment, deals primarily with apparel.

The site, which started officially on Saturday, sells only Polo t-shirts, priced at Rs.999, right now. It expects, however, to expand its product portfolio in the months ahead. The new venture, however, comes with a twist. Every Polo t-shirt bought will see another Polo t-shirt be donated to the needy, according to Mr. Reddy.

The company, which has been set up with minimal investment, sources its apparel from a Tirupur-based manufacturer. The delivery and logistics are handled by express logistics company Gati Limited.

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