Nykaa Fashion Menswear: 63 Shoes, 30 Bags and a 10-Gram Gold Bar

One thousand seven hundred and ten rupees against a stated Rs. 4,499, which the feed renders as sixty-two per cent off. It opens the page because the shoe rack is the thing this shelf is actually good at, and because this listing shows how to shop it. Three Smashic listings sit in the men's feed and all three carry the same stated Rs. 4,499. This white pair is Rs. 1,710. The black pair is Rs. 2,025. A third, titled Smashic Comfort Casual Sneakers in beige, is Rs. 3,600. Same MRP, same shoe family, and a spread of Rs. 1,890 between the cheapest and the dearest - which means the number to compare is the rupee figure and the colour you want may cost you double. We cannot tell you why the three differ; the feed gives sale price, stated MRP and title, and nothing about stock, size run or specification beyond the name. What it is: a white unisex low-top from Puma, listed at UK 3 upward, the cheapest shoe from Nike, adidas or Puma anywhere on this shelf. Puma supplies 21 of the 63 footwear listings here, more than any other label. There are no ratings and no review counts on any listing in this feed, so there is no buyer evidence to weigh against the price.

• Price: Rs. 1,710 (stated MRP Rs. 4,499)
• Key detail: Same Rs. 4,499 MRP as the black Smashic at Rs. 2,025 and the beige at Rs. 3,600
• Discount: 62% off a stated MRP, which is Rs. 2,789
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Best overall
• Buying logic: check the other colourways first

One thousand eight hundred and twenty-four rupees against a stated Rs. 3,799, fifty-two per cent off. adidas has exactly four listings on Nykaa Fashion's men's shelf and every one of them carries fifty-two per cent: this white Basenew and a black-and-white Basenew both at Rs. 1,824 off Rs. 3,799, and a Cloud Tec and a Comfrt Walk both at Rs. 2,208 off Rs. 4,599. Four shoes, two prices, one badge. That is worth knowing before you treat the percentage as information, because on this shelf it usually is not: it is the rate the brand's whole rack has been set at. What matters instead is the size of the rack. Four listings is not a shoe shop. If you have come here specifically for adidas, this is the entire selection, and a shopper who wants a particular silhouette or a particular size is better served by adidas's own site or a larger marketplace. If you want a plain white running shoe under Rs. 2,000 from a brand you recognise and you are not attached to a model, Rs. 1,824 is a fair number, and it undercuts every Nike listing here by more than Rs. 2,000. The feed carries no ratings, no reviews and no stated fabric or midsole specification.

• Price: Rs. 1,824 (stated MRP Rs. 3,799)
• Key detail: All four adidas listings on the men's shelf carry exactly 52% off
• Discount: 52% off a stated MRP, which is Rs. 1,975
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: One badge, four listings
• Buying logic: four listings is the whole rack

Three thousand eight hundred and sixty-six rupees against a stated Rs. 4,295, ten per cent off. Nike has eleven listings on the men's shelf - five shoes, three bags, a t-shirt, a pair of shorts - and nine of the eleven carry exactly ten per cent. The two that do not are the same shoe listed twice: Nike Men's Court Vision Lo P Nb Sneakers appears at Rs. 4,547 with a thirty per cent badge and again at Rs. 5,196 with a twenty per cent badge, both off the same stated Rs. 6,495. We report that duplication as it appears in the feed and draw no conclusion from it beyond the practical one, which is to search the exact product name before you pay. At Rs. 3,866 this is the cheapest Nike shoe on the shelf and roughly twice the price of the adidas above it. Ten per cent off is what a brand with its own stores and its own online shop tends to allow a third-party seller, and on this page it is one of the more believable stated MRPs precisely because so little has been taken off it. Whether the Revolution 8 is worth Rs. 3,866 to you is a question about the shoe. The feed offers no specification, no ratings and no review counts to help answer it.

• Price: Rs. 3,866 (stated MRP Rs. 4,295)
• Key detail: Nine of Nike's eleven listings here carry exactly 10% off
• Discount: 10% off a stated MRP, which is Rs. 429
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The shallowest badge in the rack
• Buying logic: a small badge on a real MRP

Two thousand three hundred rupees against a stated Rs. 4,599, fifty per cent off. U.S. Polo Assn. is the second-largest footwear presence on this shelf after Puma - fourteen listings against Puma's twenty-one - and it is the one label here whose shoe rack is wide enough to choose from rather than merely to accept. Those fourteen run from Rs. 1,020 for a pair of sliders to Rs. 4,500 for a mid-top sneaker, with seven listings between Rs. 2,160 and Rs. 3,100, so the sneaker band is genuinely populated. Badges across the fourteen run from ten to fifty per cent with no pattern we can see, which is unusual on this shelf and means the percentage here carries slightly more information than it does on the adidas or Nike racks. This listing sits at the deep end of that range. What you are buying, on the listing's own terms, is a beige low-top casual sneaker; the feed states no upper material, no sole construction and no fit note, and there are no ratings or reviews anywhere in it. Rs. 2,300 is Rs. 590 more than the Puma Smashic at the top of this chapter and Rs. 1,566 less than the Nike. That is the whole comparison the shelf allows.

• Price: Rs. 2,300 (stated MRP Rs. 4,599)
• Key detail: One of 14 U.S. Polo Assn. footwear listings, the second-largest shoe rack here
• Discount: 50% off a stated MRP, which is Rs. 2,299
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The second-biggest shoe rack
• Buying logic: the widest rack to choose from

Nine hundred and forty-five rupees against a stated Rs. 2,099, fifty-five per cent off, and it is the cheapest closed shoe on the entire men's shelf. Only sliders and flip-flops go lower, and they are the next chapter. Liberty has just two listings here, this walking shoe and a pair of sliders, so it is not a rack you can shop; it is a floor you can reach. We are seating it because a page that only shows you Puma, Nike, adidas and U.S. Polo Assn. would misrepresent what the shelf costs. The median footwear listing here is Rs. 2,400 - almost exactly what the two Puma flip-flops in the next chapter cost, and more than twice this. If your budget for a shoe is under a thousand rupees, there are four closed-shoe listings on this shelf in that range: this one, two JQR sneakers at Rs. 900 each, and nothing else. That is a thin end. The listing states no upper material, no sole type and no width beyond the model code, and the feed carries no ratings on any of the 588 items we read, so there is no buyer feedback to check the price against. Liberty is a long-established Indian footwear manufacturer; that is context, not an endorsement of this shoe, which we have not seen.

• Price: Rs. 945 (stated MRP Rs. 2,099)
• Key detail: Rs. 945 - the cheapest closed shoe among the 63 footwear listings
• Discount: 55% off a stated MRP, which is Rs. 1,154
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest closed shoe here
• Buying logic: the floor, not a rack

Six hundred and forty-eight rupees against a stated Rs. 899, twenty-eight per cent off. It is the cheapest footwear listing on the men's shelf and it carries the shallowest discount in this chapter, which is the sort of pairing worth pausing on. Twenty-eight per cent off Rs. 899 is Rs. 251. Fifty-six per cent off the LOTTO below is Rs. 896. The second badge is twice the size and the second shoe still costs Rs. 56 more. Eighteen of the sixty-three footwear listings on this shelf are sliders, flip-flops, clogs or open sandals - more than a quarter of the shoe rack - and they are the only part of it where a shopper can spend under Rs. 750. The rest of the chapter climbs quickly: Puma's cheapest flip-flop is Rs. 1,800, its sandals are Rs. 2,975, and its sliders are Rs. 2,450. So if the job is a pair of house or commute sliders and the budget is small, this end of the rack is where the shelf is genuinely competitive. The listing states no footbed material, no strap construction and no size range beyond the title, and carries no rating and no review count, so everything above is price arithmetic and nothing above is a judgement about how the slider wears.

• Price: Rs. 648 (stated MRP Rs. 899)
• Key detail: Rs. 648 - the cheapest footwear listing of all 63, on the shallowest badge in the chapter
• Discount: 28% off a stated MRP, which is Rs. 251
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest footwear on the shelf
• Buying logic: small badge, smallest price

Seven hundred and four rupees against a stated Rs. 1,600, fifty-six per cent off. LOTTO appears exactly once on this shelf, which is true of a great many names in this feed: fifty-five distinct brands supply the 251 men's listings, and thirty-one of those fifty-five appear three times or fewer. That is the shape of the shelf in one number. A handful of labels - Puma at forty-seven listings, U.S. Polo Assn. at twenty-five, CAHOOT at twenty-one, The Indian Garage Co at twenty - account for well over half of everything, and the long tail is single listings you cannot browse a range of. For a slider that hardly matters; you are buying one object, not a wardrobe. Set against the Liberty above it, this is Rs. 56 dearer with a badge exactly twice the size, which is the cleanest illustration on this page of why the percentage is not the price. What the listing says is that it is a black sports slider from the Enduro Plus line. What it does not say is anything about the footbed, the strap or the sizing, and there is no rating and no review count on it or on any other listing in this feed. At Rs. 704 the risk is small and the information is thin.

• Price: Rs. 704 (stated MRP Rs. 1,600)
• Key detail: Rs. 704 - Rs. 56 dearer than the Liberty slider, off an MRP Rs. 701 higher
• Discount: 56% off a stated MRP, which is Rs. 896
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The one-listing label
• Buying logic: fifty-five brands, thirty-one singletons

One thousand eight hundred rupees against a stated Rs. 2,999, forty per cent off. Now look at the two listings beside it. Puma Softride Seave Xpress Mens Black Flip-Flop: Rs. 2,400, twenty per cent off Rs. 2,999. Puma Softride Seave Xpress Men Green Flipflops: Rs. 2,400, twenty per cent off Rs. 2,999. Same model, same stated MRP, and the grey pair is Rs. 600 cheaper than the black or the green. There is a related Softride Seave sandal at Rs. 2,975 and a SoftridePro slide at Rs. 2,100 in the same rack, so the family spans Rs. 1,800 to Rs. 2,975 depending on which listing you land on. We are describing what the feed shows and not asserting why the colourways differ - stock position, seller and catalogue entry are all things we cannot see. The instruction that falls out of it is small and worth following: before you buy any shoe on this shelf, paste the model name into the store's search box and read every colourway's price, because on this rack the colour is a Rs. 600 decision. At Rs. 1,800 this is still the dearest thing in a chapter that starts at Rs. 648, and the flip-flop is a Rs. 1,800 flip-flop however you slice the badge.

• Price: Rs. 1,800 (stated MRP Rs. 2,999)
• Key detail: The black and green colourways of this flip-flop are Rs. 2,400 off the same MRP
• Discount: 40% off a stated MRP, which is Rs. 1,199
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Same flip-flop, two prices
• Buying logic: the colour is Rs. 600

One thousand five hundred and ninety-nine rupees against a stated Rs. 6,998, which the feed renders as seventy-seven per cent off. That is the largest discount percentage on any listing on the men's shelf, and it is attached to a bag rather than to a garment, which is a fair summary of this whole page. Two Zouk backpacks are here, the Flomotif and the Kashmir Blooms, and both carry exactly Rs. 1,599 off exactly Rs. 6,998. A stated MRP of Rs. 6,998 that appears on two listings, neither of which sells within Rs. 5,000 of it, is a number we would treat as a reference point rather than as a price the bag is charged at anywhere. We are describing the arithmetic in the feed and alleging nothing about how Zouk or the store sets prices, which we cannot see. Judge the rupees instead: Rs. 1,599 for an office backpack sits above the Skybags below it and below the Tommy Hilfiger above, in the middle of a rack of thirty. The listing states no capacity in litres, no laptop-sleeve size, no material and no warranty, and there is no rating and no review count on it. For a bag, capacity and sleeve size are the two specifications that decide the purchase, and this listing gives you neither.

• Price: Rs. 1,599 (stated MRP Rs. 6,998)
• Key detail: 77% off - the deepest badge on the entire men's shelf, shared with one other Zouk bag
• Discount: 77% off a stated MRP, which is Rs. 5,399
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Deepest badge on the shelf
• Buying logic: the biggest badge on the shelf

One thousand and eight rupees against a stated Rs. 2,400, fifty-eight per cent off. Of the thirty bag, wallet and cap listings on this shelf, this is the cheapest that describes itself as a laptop backpack, and Skybags appears exactly once. The bag rack is the second-deepest thing on the men's shelf after footwear and it is where a shopper is most likely to find something genuinely useful here, so it is worth knowing its shape: thirty listings, nineteen of them Puma, three Tommy Hilfiger, three Nike, two Zouk, and one each from Skybags, Louis Stitch and DailyObjects. Prices run from Rs. 400 for a Puma cap to Rs. 3,596 for a Nike backpack. What no listing in the rack states, including this one, is capacity in litres, the maximum laptop size the sleeve takes, the fabric, or a warranty period - and Skybags in particular is a brand whose bags normally carry a stated warranty, which the feed does not reproduce. So the honest position is that Rs. 1,008 is a low price for a laptop backpack from a recognised Indian luggage brand, and that you should open the product page and read the specification before you buy, because this feed does not carry it. There are no ratings and no reviews anywhere in it.

• Price: Rs. 1,008 (stated MRP Rs. 2,400)
• Key detail: Rs. 1,008 - the cheapest laptop backpack among the 30 bag listings
• Discount: 58% off a stated MRP, which is Rs. 1,392
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest laptop backpack
• Buying logic: check the spec on the product page

Nine hundred and sixty rupees against a stated Rs. 1,599, forty per cent off. This is the listing that explains the chapter. Nineteen of the thirty bag, wallet and cap listings on Nykaa Fashion's men's shelf are Puma - backpacks, duffel bags, a sling bag, a gym bag, three wallets and three caps - and a further three each are Nike and Tommy Hilfiger. So the bag rack is not a bag department; it is a sportswear brand's accessories range with five other listings attached. If a Puma backpack is what you want, this is a well-stocked shelf and Rs. 960 is at the cheap end of it, alongside a grey Smash backpack and a Ferrari cap at the same Rs. 960. If you want a formal briefcase, a duffel that is not branded, a messenger bag or a suitcase, none of those exist in this feed at all. Two Puma bags are titled Smash Backpack in this read, one grey and one unisex, both at Rs. 960 off Rs. 1,599, and we cannot tell from the feed whether they are the same bag entered twice or two colourways. The listing gives no capacity, no dimensions and no material. There is no rating and no review count. Rs. 960 is a plain, low price for a branded daypack, and that is the whole of what we can tell you.

• Price: Rs. 960 (stated MRP Rs. 1,599)
• Key detail: One of 19 Puma bags and caps - Puma supplies 19 of the 30 listings in this rack
• Discount: 40% off a stated MRP, which is Rs. 639
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The rack's default
• Buying logic: a sportswear range, not a bag shop

Two thousand one hundred rupees against a stated Rs. 3,499, forty per cent off. We have seated it for a reason that has nothing to do with the badge: the title says fourteen inch. Across the thirty bag listings on this shelf, this and its Blackburn sibling at Rs. 2,300 are among the very few that state what size laptop the sleeve is built for, and that single number is the difference between a bag that works and a bag that does not. Everything else in the rack - the Zouk at Rs. 1,599, the Skybags at Rs. 1,008, all nineteen Puma bags - leaves you to guess, or to leave the feed and read the product page. The listing also states the shell material, polyester, which again is more than most give. Rs. 2,100 is the third-dearest bag on the shelf after two Nike backpacks, so you are paying for the name and the specification together and we cannot separate them for you. Tommy Hilfiger has six listings here in total: this bag, the Blackburn backpack, a wallet, a briefs multipack, a t-shirt and a polo. That is a licensee's range rather than a brand shop, which is worth knowing before you plan a wardrobe around it. No ratings, no review counts, and we have not handled the bag.

• Price: Rs. 2,100 (stated MRP Rs. 3,499)
• Key detail: A stated 14-inch laptop sleeve - one of only three Tommy Hilfiger bags here
• Discount: 40% off a stated MRP, which is Rs. 1,399
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The one bag with a stated size
• Buying logic: a stated size, for once

Six hundred and ninety-nine rupees against a stated Rs. 1,199, forty-two per cent off. There are five wallets on this entire shelf: this one, three Puma wallets at Rs. 1,250, Rs. 1,400 and Rs. 1,400, and a Louis Stitch two-fold at Rs. 1,000. This is the cheapest of the five and it is the only one from a label that specialises in small leather goods and phone accessories rather than in sportswear. The listing describes it as veg leather, which is the store's own wording and which we are quoting rather than interpreting - vegetable-tanned leather and vegan leather are different materials and the title does not resolve which is meant, so read the product page before you assume either. That is the sort of ambiguity a wallet buyer actually cares about and the feed does not settle it. What the feed does settle: Rs. 699, a zip closure, black, size M as the title has it, and no rating and no review count, because no listing in this feed has one. We are seating it to close the chapter because it is the smallest thing in it and because a five-listing wallet rack is a fair test of whether this shelf can serve a man who wants to buy an accessory rather than a shoe. Five is thin.

• Price: Rs. 699 (stated MRP Rs. 1,199)
• Key detail: Rs. 699 - the cheapest wallet of the five on the shelf
• Discount: 42% off a stated MRP, which is Rs. 500
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest wallet here
• Buying logic: read what veg leather means

Five hundred and sixty rupees against a stated Rs. 1,999, seventy-two per cent off, and it is the cheapest shirt on the men's shelf. It also opens the chapter that is the point of this page. Fifty-two of the 137 garments here are shirts - the single largest garment category by a distance, ahead of forty-one t-shirts and polos, twenty trousers and shorts, and thirteen pairs of jeans. And twenty-two of those fifty-two shirts come from just two labels: eleven from The Indian Garage Co and eleven from CAHOOT. So the shirt rack, which is the deepest clothing rack on the shelf, is in practice two online labels plus a U.S. Polo Assn. counter. The Indian Garage Co has twenty listings here in all and fifteen of them carry exactly sixty-three per cent off; this is the only one at seventy-two, which makes it an outlier within its own brand rather than part of the rack rate, and on a shelf like this that usually means one line rather than a policy. The listing states slim fit, full sleeves, a cutaway collar and beige stripes. It does not state the fabric, the composition or the sleeve length in centimetres. There is no rating and no review count. At Rs. 560 the money at risk is small; the information is thinner than the money.

• Price: Rs. 560 (stated MRP Rs. 1,999)
• Key detail: Rs. 560 - the cheapest shirt on the shelf, and the label's only 72% badge
• Discount: 72% off a stated MRP, which is Rs. 1,439
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest shirt on the shelf
• Buying logic: an outlier, not a rack rate

Nine hundred and twelve rupees against a stated Rs. 1,899, fifty-two per cent off. Then count sideways: eight separate CAHOOT listings on this shelf are priced at exactly Rs. 912, and fourteen of the label's twenty-one listings carry exactly fifty-two per cent. The eight at Rs. 912 are shirts in ash green, brown print, onyx black check, onyx black jacquard, sky blue block, purple texture, emerald buffalo check, and a pair of denim shorts. One price, one badge, eight products. That is a rate card rather than a set of individual prices, and the practical consequence for a shopper is liberating rather than sinister: within CAHOOT's Rs. 912 tier you can pick purely on which shirt you like, because the price will not punish you for it. Above that tier the label runs Rs. 920, Rs. 960, Rs. 1,200, Rs. 1,204, Rs. 1,260 and Rs. 1,344 for its oversized shirts, trousers and jeans. CAHOOT is one of the two labels that between them supply forty-one of the 137 garments on this shelf, so if you shop the clothing here at all you will be shopping this brand. The listing says breezy-weave and ash green. It states no fabric composition, no fit, no sleeve length. No rating, no review count, and we have not seen the shirt.

• Price: Rs. 912 (stated MRP Rs. 1,899)
• Key detail: Rs. 912 - a price eight different CAHOOT listings share exactly
• Discount: 52% off a stated MRP, which is Rs. 987
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Eight shirts, one price
• Buying logic: a tier, so pick on taste

One thousand six hundred and twenty-five rupees against a stated Rs. 2,499, thirty-five per cent off. Five U.S. Polo Assn. Denim Co. shirts on this shelf carry that identical price - beige, brown, grey slim fit, olive, and a semi-cutaway white - and two more U.S. Polo Assn. listings share it, making seven at Rs. 1,625 in all. Seven of the label's nine Denim Co. listings carry exactly thirty-five per cent. Same rate-card shape as CAHOOT, at nearly twice the money. What the extra Rs. 713 over the CAHOOT buys is a name with department-store distribution in India and a size and fit standard a buyer may already know, which for a shirt is not nothing. It is also worth flagging a duplicate: U.S. POLO ASSN. Semi-Cutaway Collar Long Sleeve White Casual Shirt appears twice in this feed, once at Rs. 1,625 with a thirty-five per cent badge and once at Rs. 1,700 with a thirty-two per cent badge, off the same stated Rs. 2,499. Rs. 75 is not a scandal and we read it as two catalogue entries rather than anything deliberate, but it is a reason to search the exact title before paying. The listing states olive, solid and casual fit. It states no fabric composition and carries no rating and no review count, like everything else in this feed.

• Price: Rs. 1,625 (stated MRP Rs. 2,499)
• Key detail: Rs. 1,625 - the price on five Denim Co. shirts and seven men's listings in all
• Discount: 35% off a stated MRP, which is Rs. 874
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The known-name shirt
• Buying logic: paste the title into search

Nine hundred and ninety-nine rupees against a stated Rs. 1,998, which is exactly fifty per cent and exactly the kind of round arithmetic that tells you the MRP was chosen to produce the price rather than the other way round. We are describing the numbers and not alleging anything about how they were set. Snitch has three listings on this shelf: this shirt at Rs. 999, a striped shirt at Rs. 1,128 and a black polo at Rs. 1,199. Three listings from a label that runs a large direct business of its own is another reminder of what this shelf is - a curated slice of several brands' ranges rather than any brand's full catalogue. A plain off-white full-sleeved relaxed shirt is about the most useful single garment a man can own, and Rs. 999 is a reasonable price for one from a name with a real following. It is Rs. 87 more than the CAHOOT and Rs. 626 less than the U.S. Polo Assn., which is the entire comparison this shelf permits, because none of the three listings states a fabric composition, a GSM, a collar type or a sleeve length. There are no ratings and no review counts on any listing in this feed, so there is no crowd evidence about fit or shrinkage either. We have not seen the shirt.

• Price: Rs. 999 (stated MRP Rs. 1,998)
• Key detail: Rs. 999 off a stated Rs. 1,998 - exactly half, on one of only three Snitch listings
• Discount: 50% off a stated MRP, which is Rs. 999
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The three-listing label
• Buying logic: a slice, not a catalogue

One thousand two hundred and sixty rupees against a stated Rs. 2,999, fifty-eight per cent off. All five BROADSTAR listings on the men's shelf are that same Rs. 1,260 off that same Rs. 2,999 at that same fifty-eight per cent - a beige tailored trouser, a beige pleated, a black pleated, this black stretchable and an off-white stretchable. One price for the whole label. Rs. 1,260 turns out to be the most crowded price point on the men's shelf in general: ten listings from four different brands sit at exactly Rs. 1,260, off stated MRPs of Rs. 1,799, Rs. 1,999 and Rs. 2,999, producing badges of thirty, thirty-seven and fifty-eight per cent for the identical money. That is the clearest thing we can show you about this feed and it takes one sentence: the price is the same, the badge is whatever the MRP behind it was set to. The trouser rack itself is thin - twenty listings of trousers, chinos, cargos and shorts on a 251-listing shelf, against sixty-three pairs of footwear. If you need trousers, this is a rack you will exhaust in a minute. The listing states loose fit, solid, stretchable and a Korean cut, and no fabric composition, no rise, no inseam. No rating, no review count.

• Price: Rs. 1,260 (stated MRP Rs. 2,999)
• Key detail: All five BROADSTAR trousers are Rs. 1,260 off Rs. 2,999 - one price, one badge
• Discount: 58% off a stated MRP, which is Rs. 1,739
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Five trousers, one price
• Buying logic: same money, three badges

Seven hundred and three rupees against a stated Rs. 1,899, sixty-three per cent off, and it is the cheapest trouser among the twenty on this shelf. Sixty-three per cent is The Indian Garage Co's rack rate: fifteen of its twenty listings here carry exactly that, with two at fifty-five, two at seventy and one at seventy-two. So the badge on this pair of chinos is not a judgement about the chinos, it is the number the label applies to most of its catalogue, and the useful figure is the Rs. 703. Set against the BROADSTAR above it, that is Rs. 557 less for a trouser, and the two labels are similar propositions - online-native Indian menswear with wide listing counts and rate-card pricing. The Indian Garage Co is the second-largest garment supplier on this shelf with twenty listings, behind CAHOOT's twenty-one, and between them they account for forty-one of the 137 garments here. The listing states grey, solid and chinos. It does not state the fabric composition, the rise, the leg opening or the inseam length, all of which decide whether a chino fits, and there is no rating and no review count anywhere in this feed to fall back on. At Rs. 703 that is a small bet on an unspecified garment, which is roughly the deal this whole clothing rack offers.

• Price: Rs. 703 (stated MRP Rs. 1,899)
• Key detail: 63% off - the badge 15 of this label's 20 listings carry
• Discount: 63% off a stated MRP, which is Rs. 1,196
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest trouser here
• Buying logic: the label's rate card

Five hundred rupees against a stated Rs. 1,499, sixty-seven per cent off, and nothing else among the 137 garments on this shelf is cheaper. Its black twin, BULLMER Trendy Denim Black Half Sleeve Oversized Crew Neck T-Shirt, is also Rs. 500 off Rs. 1,499 at sixty-seven per cent, so the floor of the clothing rack is two identical prices on two colours of one tee. BULLMER's other three listings jump straight to Rs. 1,204, Rs. 1,941 and Rs. 2,091, all of them shirt-and-trouser co-ord sets, which makes this label's range on the shelf two t-shirts and three co-ords. The t-shirt rack overall is the second-largest clothing category here - forty-one listings of t-shirts and polos - and it runs from this Rs. 500 up to a Rs. 2,871 Tommy Hilfiger polo, with most of the volume between Rs. 650 and Rs. 1,700. The listing states half sleeves, oversized, crew neck and cotton blend, which is more fabric information than most listings on this shelf give, though cotton blend without a percentage is not a specification a buyer can do much with. There is no GSM, no length, no rating and no review count. Rs. 500 for a plain oversized tee is a fair number; whether it is a good tee is not a question this feed can answer and we have not worn it.

• Price: Rs. 500 (stated MRP Rs. 1,499)
• Key detail: Rs. 500 - the cheapest garment of all 137, tied with its black twin
• Discount: 67% off a stated MRP, which is Rs. 999
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest garment on the shelf
• Buying logic: the floor of the clothing rack

One thousand nine hundred and fifty rupees against a stated Rs. 2,999, thirty-five per cent off. The number that matters here is thirteen. That is how many pairs of jeans exist on Nykaa Fashion's men's shelf in this read - thirteen, against sixty-three pairs of footwear and thirty bags. For a category that is the backbone of most men's wardrobes, that is not a rack you can shop; it is a handful. The thirteen run from Rs. 740 for an Indian Garage Co slim fit to Rs. 1,989 for a Bewakoof pair, with U.S. Polo Assn. Denim Co. supplying four of them and CAHOOT, Bewakoof and The Indian Garage Co most of the rest. This is the dearest but one, and it is from the label in the rack with the widest physical distribution in India, which for jeans - where fit consistency across purchases is the whole game - is a genuine argument. Seven of the label's nine Denim Co. listings carry exactly thirty-five per cent, so read the Rs. 1,950 and ignore the badge. The listing states blue, solid and plain. It gives no fit, no rise, no leg shape, no denim weight and no stretch content, which for a pair of jeans is close to no information at all, and there is no rating and no review count to compensate.

• Price: Rs. 1,950 (stated MRP Rs. 2,999)
• Key detail: One of only 13 pairs of jeans on a 251-listing shelf
• Discount: 35% off a stated MRP, which is Rs. 1,049
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: One of thirteen pairs of jeans
• Buying logic: thirteen pairs is not a rack

Two hundred and thirty-two rupees against a stated Rs. 399, forty-two per cent off, and it is the cheapest listing on the entire men's shelf. We are opening the last chapter with it because it makes the chapter's point without any editorialising: the least expensive thing a man can buy on Nykaa Fashion's men's shelf is not a garment, it is a pair of socks, and the second-cheapest is a packet of shoe-bite protector pads at Rs. 296. Neither is clothing in any useful sense, and both sit in a feed that also contains a fountain pen and a gold bar. Of the 251 listings we read, 114 are not clothing at all - sixty-three footwear, thirty bags and wallets and caps, six watches, five pairs of eyewear, five innerwear multipacks, these socks, those pads, a silver pendant, the pen and the gold. On the socks themselves the listing says bamboo, full length, compression, unisex, green. Bamboo-derived viscose and compression construction are both claims of the listing that we are quoting and have not tested, and compression socks in particular are sometimes sold with health claims that this listing does not make and that we would not repeat if it did. No rating, no review count, no size stated beyond one size.

• Price: Rs. 232 (stated MRP Rs. 399)
• Key detail: Rs. 232 - the cheapest listing anywhere on the men's shelf
• Discount: 42% off a stated MRP, which is Rs. 167
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Cheapest listing on the shelf
• Buying logic: the floor is not a garment

Seven hundred and twenty rupees against a stated Rs. 3,000, seventy-six per cent off. All four Voyage listings on this shelf carry an identical stated Rs. 3,000 while selling at Rs. 720, Rs. 969, Rs. 969 and Rs. 1,370 - one supposed list price, four real ones, and badges of seventy-six, sixty-eight, sixty-eight and fifty-four per cent produced entirely by that spread. A figure four different products share while none of them sells within Rs. 1,600 of it is not functioning as a price the store charges; it is functioning as a reference point. We are describing the arithmetic in the feed and alleging nothing about how Voyage or the store sets prices, and we cannot see any price history. Five eyewear listings exist on this shelf in total - these four sunglasses and one TED SMITH spectacle frame at Rs. 3,509, which carries a two per cent badge and is the shallowest discount on the whole men's shelf. So the eyewear rack is one brand plus a frame. The listing states black, round and unisex, and gives a model code. It states no lens category, no UV rating and no frame material, which for sunglasses are the specifications that matter, and there is no rating and no review count. Rs. 720 is cheap. What it buys is not described.

• Price: Rs. 720 (stated MRP Rs. 3,000)
• Key detail: All four Voyage sunglasses share one stated Rs. 3,000 MRP and sell at Rs. 720 to Rs. 1,370
• Discount: 76% off a stated MRP, which is Rs. 2,280
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: Four sunglasses, one MRP
• Buying logic: one MRP, four prices

One thousand six hundred and ninety-six rupees against a stated Rs. 1,995, fifteen per cent off. Six watches sit on the men's shelf: two Titans at Rs. 1,696 and Rs. 3,556, two Daniel Klein at Rs. 3,672 and Rs. 5,280, a Daniel Hechter at Rs. 2,725 and a Luminox at Rs. 33,660. That last one is worth holding for a second - a Rs. 33,660 field watch at thirty-four per cent off a stated Rs. 51,000, sitting on a shelf whose median garment is Rs. 1,196. The six-listing watch counter is the third-clearest sign of what this shelf is: a general accessories aisle wearing a menswear label. This Titan is the cheapest of the six and it carries the smallest badge of the six, which is the pattern that has run through the whole page. Fifteen per cent off Rs. 1,995 is Rs. 299. Fifty-two per cent off the Daniel Klein is Rs. 5,720, and that watch still costs Rs. 3,584 more. Titan is an Indian watch manufacturer with a very large service network of its own, which for a watch is a real and specific advantage; that is context and not an endorsement of this model, which we have not seen. The listing gives a model code, a dial colour and the word analog, and states no case size, no movement, no water resistance and no warranty. No rating, no review count.

• Price: Rs. 1,696 (stated MRP Rs. 1,995)
• Key detail: Rs. 1,696 - the cheaper of the two Titan watches, on the shelf's shallowest watch badge
• Discount: 15% off a stated MRP, which is Rs. 299
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The whole watch counter
• Buying logic: six watches is the counter

One hundred and fifty-four thousand five hundred and ninety-eight rupees against a stated Rs. 170,057, nine per cent off, for a ten-gram twenty-four-carat gold bar. It is the most expensive listing on Nykaa Fashion's men's shelf by a factor of four and a half over the next one, the Rs. 33,660 Luminox watch, and we are closing the page with it because it settles the argument better than anything we could write. A shopper who opens the men's category on this site and scrolls is shown, among 251 listings, sixty-three pairs of shoes, thirty bags and caps, six watches, five pairs of sunglasses, a silver pendant, a Rs. 16,736 fountain pen, and this. We are not recommending it and we are not competent to. Bullion is priced against a daily spot rate, and a nine per cent discount off a stated MRP is not how gold is normally bought or valued; anyone buying ten grams of gold should check the day's rate, the making or premium charge, the assay documentation and the buy-back terms, none of which this listing states and none of which we can verify. What the listing does state is 24K, 999 purity, ten grams, and the seller name. There is no rating and no review count, as there is none anywhere in this feed. Take it as a fact about the shelf, not as a pick.

• Price: Rs. 154,598 (stated MRP Rs. 170,057)
• Key detail: Rs. 154,598 - the most expensive listing on the shelf by a factor of four and a half
• Discount: 9% off a stated MRP, which is Rs. 15,459
• Rating: none published - not one of the 588 listings in this feed carries a rating or a review count
• Role: The end of the shelf
• Buying logic: a fact, not a recommendation