99labels is an online fashion and luxury brands shopping site.

Ishita Swarup, an Economics-Honours graduate with an MBA from Institute of Management Technology, Ghaziabad, spent her first three years as a professional in the sales and marketing department of Cadbury India. In the year 1995, Swarup and a close friend, Tina Sapra, established a business process outsourcing unit called Orion Dialog. After 11 years of growing Orion Dialog, it was bought over by Essar and merged with Aegis in 2006. Then Swarup became a mentor to a social enterprise called Sakha Consulting Wings Pvt. Ltd. (Sakha) – a cab service run exclusively by women in urban India. The women drivers employed by Sakha are from the marginalised sections of society and their development is the responsibility of Azad Foundation, Sakha’s non-profit sister concern. After that Aanchal Jain (co-founder, 99labels) approached Swarup with a business offer and they started 99labels.

Info Edge, an IT firm that owns Naukri.com, has bought stake in 99labels.com.