Sapna India: AI fashion e-commerce website design for how India shops

Sapna India is the Indian edition of Sapna's AI personal stylist: the same conversational shopping experience, rebuilt for Indian shoppers. Prices are in rupees with lakh and crore grouping, GST is shown as included, and the stylist answers in Indian English. The site follows the DPDP Act 2023, with a named Grievance Officer and a Bengaluru address. The brand, the chat composer and the virtual try-on are unchanged; the market layer is new.

Project facts

• Client: Sapna India Pvt Ltd (fictional)
• Sector: Fashion and luxury e-commerce, AI personal styling
• Markets: India, with the same build ready to roll out to new locales
• Services: Market localisation · Copywriting · Brand adaptation · Fashion e-commerce website design · Accessibility (WCAG 2.2 AA) · SEO foundations
• Templates: 42 page templates shared with every Sapna edition
• Stack: Hand-built HTML, CSS and vanilla JavaScript; one strings file and one theme file per market

The brief

Built for how India shops fashion

Indian shoppers compare prices in lakh and crore, expect GST-inclusive pricing and want to reach a real person. The edition rewrites the stylist prompts, product copy and legal pages around those habits. The homepage asks for a Goa wedding look under ₹33,000 and a Kerala backwaters wardrobe; the product pages show ₹74,999 incl. of all taxes and free returns. The privacy policy and terms follow the DPDP Act 2023 and Indian consumer law, with a Grievance Officer in Bengaluru.

Designing for India

What actually changed between the US and this edition

• Currency - US edition: $4,850,000 · India: ₹56,500; lakh and crore grouping (₹1,05,000)
• Tax - US edition: Sales tax added at checkout · India: GST included: ₹74,999 incl. of all taxes
• Prompts - US edition: Napa in May, Positano · India: Udaipur in May, Kerala backwaters, Lonavala
• Address - US edition: New York, NY · India: 4th Floor, Prestige Tower, MG Road, Bengaluru 560001, Karnataka
• Phone - US edition: +1 (212) 555-0148 · India: IN +91, with US +1 and CA +1 kept for travellers
• Legal - US edition: State attorney general, SEC · India: DPDP Act 2023, Grievance Officer, Data Protection Board, MCA CIN
• Look - US edition: Cool white-grey, raspberry, cobalt; Fraunces + Jost · India: Warm sand, amber and teal; Eczar + Mukta (Devanagari-ready)
• Photography - US edition: Street style in New York and Napa · India: Mumbai, Delhi, Pune, Hyderabad, Patna, Ranchi and a Goa wedding

Brand adaptation

The same Sapna, with a local accent

Warm sand carries the page and amber marks the interface, with teal for AI moments and links. Eczar and Mukta both include Devanagari, so a Hindi edition can follow without a new type system. The wordmark stays Sapna in its italic serif; the descriptor becomes India.

Homepage and key journeys

The homepage opens with a stylist composer and an arched portrait. The prompt bar types real requests: a gallery opening look under ₹50,000, a Goa wedding maxi around ₹33,000. Below it, the four-step method (Explore, Chat, Save, Refine) leads into an occasion grid: wedding season in Udaipur, a Kerala backwaters wardrobe, a weekend in Lonavala. The most distinctive flow is the chat: a shopper asks for a lower back under ₹25,000 and the stylist answers with 14 options in poppy, coral and vermilion, then offers shoes that survive the lawn. Product pages keep the sticky purchase panel, with ₹74,999 incl. of all taxes and free returns.

Compliance, accessibility and trust

• Privacy policy under the Digital Personal Data Protection Act 2023 and the DPDP Rules, naming Sapna India Pvt Ltd as Data Fiduciary, with a Grievance Officer and the Data Protection Board of India.
• Terms of Service governed by Indian law, with consumer forum rights preserved alongside arbitration.
• Footer with a demo CIN, GSTIN placeholder and the Grievance Officer contact at grievance@reverie.style.
• Passes automated WCAG 2.2 AA checks on every page at 360, 390, 768 and 1440 px: no contrast failures, no unreachable controls, no horizontal scrolling.
• A language switcher built from hreflang sits in the header on desktop and in the footer on phones.

One system, twelve markets

Every visible string lives in one file per market, and every colour and typeface in one theme file. This edition needed no new templates or components: a strings file, a theme, regional photography and local legal content made it a different brand experience. For a fashion label with international plans, a new market becomes a content project rather than a rebuild.

Deliverables

• Market profile: language, formats, legal and seasonality
• Full localised copy across 42 templates, header, footer and forms
• Brand adaptation: palette, type pairing and logo descriptor
• 39 regional photographs (Pexels, credited in credits.json)
• Local legal content
• Accessibility pass (WCAG 2.2 AA, automated) and QA at four screen widths
• Portfolio media: stills, full-page captures, scroll video, OG image, brand board