Ashish Goel and Rajiv Srivatsa, 

Goel and Srivatsa want to build a brand immune to the discounting frenzy. “Every single product makes margins and we don’t underprice anything,” says Srivatsa. The average ticket size claimed by Urban Ladder is a healthy Rs 18,000. That’s a shade below last year, which, says Srivatsa is because savings from process improvements have been passed on to customers. The company, which raised $50 million last year, claims a repeat purchase of 45% quarterly.