Lingerie and intimate wear is a category that has been highly neglected by the Indian fashion industry although it is one of the most personal yet fundamental categories. Over the years, the Indian woman had only had a few options: expensive foreign brands or local ones that are not comfortable and designed. The innerwear shopping was usually cumbersome, not privately, guided and diverse. This was a hole that was still there between comfort, accessibility and confidence, until Zivame came in to reinvent the experience. Zivame is an online-first lingerie and intimate apparel company which was created with a radical purpose that is to make lingerie shopping comfortable, private, and empowering to every Indian woman. Through innovation, knowledge and smart design, Zivame has made lingerie both a taboo and a personalized experience.
Zivame is also among the top brands of lingerie and intimate wear in India based in Bengaluru, Karnataka. The company was established in 2011 and it specializes in a large variety of lingerie, sleepwear, active wear, shapewear, and personal care products that are specific to the needs of Indian women. The unique feature of Zivame is the emphasis on the fit education, body positivity, and smooth omnichannel shopping experience.
Zivame is a company in the Indian innerwear industry, which is the fastest growing market with a valuation of more than 50,000 crore . There has been high growth in this segment in terms of growing awareness on comfort and fit, growing disposable incomes and the growth of e-commerce. Nevertheless, the category was under-served over the years and particularly on the web. Women usually did not get the suitable sizes, correct instructions and a shopping atmosphere. Zivame spotted this gap at the top and established itself as a category creator rather than only a player.
Zivame has been established by an entrepreneur and founder, Richa Kar, who intended to address a highly personal and extensive issue.
Zivame is being powered by Richa Kar. She is an alumna of BITS Pilani and Narsee Monjee Institute of Management Studies (NMIMS), and started in retail and consulting with such brands as Spencer and SAP. Her tenure in the retail sector led her to a startling revelation that one of the most sold products in the online marketplace were women innerwear products, however, they did not have a specific platform that could cater to this demand in an appropriate manner. This conscious has formed the basis of Zivame. Her mission was quite direct yet efficient: to eliminate the embarrassment of going to the lingerie stores and provide women with the opportunity to make better decisions, proper fit, and full privacy. Within her tenure, Zivame became one of the most known D2C lingerie brands in India.
Zivame is an idea that was conceived through a critical analysis of consumer behavior. During his time in the retail analytics field, Richa Kar realized that innerwear was one of the most sought and bought products online even though the product is very discrete. In further excavation, she understood that millions of Indian women do not like to purchase lingerie physically because of social stigma, untrained workforce, and a lack of variety of products. Meanwhile, the majority of women did not even have the knowledge of their appropriate size, which caused inconvenience and dissatisfaction. With the view of such a huge opportunity, Richa started Zivame in 2011 as a privacy, education, and choice-oriented online lingerie store. The platform did not only provide a broad assortment of products, but it also featured size guides, fit calculators, and educational materials so that women can make the right choice.
Zivame was not selling lingerie but it was solving a cultural issue that had been inside the culture.
At Zivame, the mission is to make women feel empowered making confident decisions about their bodies and innerwear. The brand seeks to make lingerie a normal topic of conversation and do away with the stigma associated with them. It aspires to make it the most inclusive and trusted intimate wear brand in India, the brand that embraces all forms of bodies and makes sure that comfort, confidence, and choice are available to everyone.
Zivame has various collections of products to meet various requirements, body shape, and tastes.
The most important types of products are:
Zivame also offers online fit-tools, size guide, expert advice, and it is much more convenient when a woman can find the right fit without leaving her house and visiting the shop.
Zivame is a strong omnichannel direct-to-consumer (D2C) brand. It was first created as an online based platform and the company expanded into brick and mortar company with exclusive brand stores in major cities in India. The brand will sell itself via the online platform, mobile-based application, and the most popular e-commerce websites such as Amazon, Flipkart, and Myntra. Its omnichannel approach enables the customer to have the benefit of online convenience and offline support. The major strength of the model is that Zivame invested in the fit technology and customer education. The company has minimized the returns and created customer loyalty by making women aware of their size and preferences.
Zivame has several sources of revenues:
There are a number of challenges that were associated with building Zivame.
Zivame is an investee who has raised numerous funds in previous rounds with leading investors and has received high support over time.
The greatest achievement in its history was the time when Reliance Retail purchased majority share in the company and enhanced its presence in the Indian market, allowing it to expand its offline operations fast.
Zivame has been experiencing steady growth due to the rising demand and brand awareness. Similar to a lot of D2C companies, the company did not make a profit at the start because it invested heavily in marketing, technology, and growth. Nevertheless, as more efficiencies are achieved and Reliance supports it, the road to profitability has been made more transparent.
Zivame competes in a competitive environment that has both established and new-age brands:
Zivame is also in the stage of aggressive growth with the support of Reliance Retail. The brand will consider extending its offline presence in India, particularly in the tier-2 and tier-3 cities.
It is also making investments in cutting-edge technologies such as AIs used in recommendations of fits and personalisation to improve customer experience. Further, Zivame also wants to move into related categories and strengthen its own labels.
Its long-term aim is to be the most reliable and non-discriminatory lingerie brand in India, the company that will make every woman feel in control and comfortable.
Zivame T-shirt Bras
Zivame Push-up Bras
Zivame Sleepwear
Zivame Activewear
Zivame Shapewear
Lingerie is hard not to seduce, it is about comfort and confidence. — Richa Kar, Founder, Zivame
Quick Share
