A lot can happen over a bottle of Jack Daniels. Especially if you have spent too much time in the desert sun of Rajasthan. Take Brijesh Dahiya’s example. This NIFT, Delhi graduate working as a corporate designer in Bangalore walked out of his office for a post-lunch smoke one afternoon, got talking to a friend, got hit by a brainwave, walked out of his job and flew back to his home town Delhi. The excitement of launching something new turned into serious thinking sessions during a trip to Rajasthan. Jack Daniels, as we all know is a huge supporter in such situations, if only to make them worse. In Brijesh’s case, Jack helped him rope his chaddi-buddy (pun intended) Kuldeep Singh (a software engineer) into his dream venture. Kuldeep returned to Delhi, put in his papers and joined Brijesh as a partner. Together, the duo officiated the marriage of pun intended humour and fashion called CHEAPSEX – a range of funky-kinky cool boxers (for men and women).

Why boxers, you ask? According to Brijesh, “For one the product effectively covered the inspiration of our graphic content (pun intended!). Boxer shorts as a category has largely been a youth product. In India, boxers have been ignored as a potent tool of wearing one’s attitude. Here, this function was till now restricted only to generic T-shirts.” Given the fact that youngsters no longer have qualms about dropping waistlines (or their pants), Brijesh and Kuldeep saw a great opportunity. What better way to get a peek into the rotten minds of generation I-Me-Myself than through their peeking chaddis. As Brijesh puts it, “CHEAPSEX was born to satiate this urge of showing what lies beneath. The idea was simple...

 

The complete story...in the April 2010 issue of FHM India. Grab a copy!