India, March 1 -- Sometimes it is the power of observation that leads to the start of a startup. In 2016, Jonah Joseph saw two well-to-do men wear similar shirts but "one was wearing a shirt that was not properly ironed while the other guy wore a crisp perfectly ironed shirt. This simple thing made such a huge difference to their overall appearance, just the way the shirt was ironed. This got me thinking. Why not offer perfectly ironed crisp clothes for people to wear?

How it started

Jonah did a small study and found that the local istriwalas ironed people's clothes with or without the home delivery service. And they used dry ironing methods. Says he, "I thought what would it take to give people perfectly ironed clothes?" He realised th...