The pop-up store is no longer an alien concept in Mumbai and on a sunny afternoon last weekend we made our way to one in Colaba set up by, an editorially driven e-commerce lifestyle website that will launch in April 2012. On display at the pop-up store were samples of the products that will be available through the website.

The products were interesting (I’ve got my eye on a gorgeous Nanette Lepore ‘Cha Cha’ Bow Belt Print Silk Dress), as was the promise of ‘editorial content that addresses fashion and lifestyle beyond the straight ahead e-commerce space’. To my mind however, the biggest bonus is also a very practical one: free shipping and the option for cash-on-delivery.

Here’s our video capsule of an afternoon spent exploring the physical manifestation of