sahay who often shops online says that because of her height she is very particular when choosing tops shirts and dresses online and she cant even think of buying indian clothes that are mostly categorized in a broad category of small medium and large online even when i choose indian wear from retail chain stores i need rounds of alterations to finally find the perfect fit small medium and large is a broad category and indian women hardly find a size that would perfectly fit them most of them have to go for alterations says sonalika sonalika sahay model bccl ranjit kumar sonalika sahay modelmariyam khan a second year student of bharati vidyapeeth institute of management and research bvimr says that she is always sceptical about shopping online because different brands have different measurements for small large and medium for example i would fit into small of one brand but would need medium of another brand in the absence of uniform indian size charts every retailer keeps the size that sells the most online if you are not that size it will be very difficult for you to shop online says mariyam for some who are shopping from international brands online the problem is that their small or medium would be as per what sells in their country if one does not follow a uk or us size chart and goes by the small medium or large as listed on the web page of a brand thats based in singapore for example their large might be of same measurement as the small that is available here so you need to have some expertise in scanning details of measurement that are listed alongside a product while ordering it else you should not if there is a globally accepted indian size chart it would be a lot easy to shop online says pallavi bansal a marketing professionalmost international luxury brands sell selected products in india because designs are as per uk or us size charts if you wonder why cant you find the same dress that you saw in a store in europe at the same brands store in india theres a reason for it most international luxury brands have selected pieces for sale in india even if you choose one of them and want a customisation you might have to depend on your boutique owner for that a european brand would obviously design as per european size charts and body structures that often fail to fit indian women indian women find problems with the length of the dress and the neckline most luxury brands sell limited designs in short dresses because the length is not appropriate for indian women same goes for the neckline not everyone is comfortable with a plunging neckline and when dresses are designed keeping in mind european body shapes and heights thats another problem customisation is rarely possible in these dresses and if at all one does get them customised the entire appeal is lost says nitika