Interesting and innovative models are coming up within the industry too.Laundry entrepreneur (washpreneur?) Dirk Lewis, an ex-Wipro executive, started his quirkily named laundry service Dirk Da Dhobi just a few months ago, and is taking a slightly different route: he is tying up with big gated communities and apartments in Bengaluru and becoming their inhouse laundry-wallah, gaining a massive captive customer base in one swoop. "Apartment living is a major factor in the growth of the on-demand laundry businesses. Most premium apartment builders in the city now want to provide home-buyers all kinds of facilities and services in-house," say Lewis and his co-founder Romil Bhakuni, head of operations. The fledgling company has tied up with an institutional laundry-service provide with its own 60,000 sq ft facility, but is not keen on going the `wash by the kilo' way.
Incidentally, the kilo model is followed by several startups, mainly those targeting singletons and PG-dwellers.Some of the players in this category are FabFresh, The Laundry Basket, and Fabri Sure with prices in the Rs 50 - Rs 80 per kilo range.