Can Zivame Sway India’s $7 Bn Lingerie Market Once Again In The Era Of New-Age Brands?

Launched in 2011 by Richa Kar and Kapil Karekar, Zivame helped normalise online lingerie shopping in India by offering privacy, wider choice and sizing guidance in a market dominated by unorganised retail

The company evolved from an online aggregator to a private-label-led brand and omnichannel retailer, expanding into physical stores to address fit and comfort concerns

Backed by Reliance Retail since 2020, Zivame is betting on omnichannel retail, private labels and expansion into tier II and III cities to drive future growth

Added to Saved Stories in Login VIEW SAVED STORIES .inc42-toggle-item-popup { display: none; position: relative; } .toggle-item-close { text-align: end; padding: 8px 12px 0px 10px; position: absolute; right: 0; cursor: pointer; } .toggle-items-content-main { display: block; position: relative; top: 27px; left: -204px; border-radius: 12px; background: #FFF; box-shadow: 0px 4px 24px 0px rgba(100, 100, 100, 0.25); width: 435px; height: 115px; } .toggle-items-content { display: flex; align-items: baseline; justify-content: center; padding-top: 22px; } .toggle-items-content .items-content-text .h4-saved-story{ color: #000; font-size: 20px; font-style: normal; font-weight: 700; line-height: normal; text-transform: capitalize; margin: 2px 0 10px 6px; } .toggle-items-content .items-content-text .myInc42-plus-dark { width: 100px !important; } .toggle-items-content .items-content-text .myInc42-light { width: 80px !important; } .toggle-items-content .items-content-text img{ height: 22px; } .view-my-feed-btn { width: 100%; text-align: center; display: flex; justify-content: center; } .view-my-feed-btn a { width: auto !important; } .view-my-feed-btn button { border-radius: 4px; background: linear-gradient(180deg, #DA1B4D 0%, #E23026 100%); color: #fff; font-size: 12px; display: inline-block !important; min-width: 162px; width: 162px !important; height: 34px !important; font-style: normal; font-weight: 700; line-height: normal; padding: 10px; cursor: pointer; } .CustomIconStyled { position: absolute; right: 180px; top: -80px; } .SubDropdownModelShare .sub-arrow-icon { width: 76px; height: 80px; position: relative; overflow: hidden; box-shadow: none; } @media (max-width:767px) { .toggle-items-content .items-content-text .h4-saved-story{ margin: 4px 0 10px 6px; font-size: 18px; } .toggle-items-content { align-items: center; } }

In the early 2010s, lingerie shopping in India barely existed as a recognised, organised, and marketed product segment or a standalone category in retail. And online retail was an even harder code to crack.

Lingerie, underwear and innerwear were treated as a functional purchase that was often hidden away in the back corners of multi-brand apparel stores. Choices were limited, sizing guidance was inconsistent, and the experience itself was often uncomfortable.

It was in this environment that Richa Kar and Kapil Karekar launched Zivame, a D2C lingerie brand, in 2011. The vision was to help women shop for intimate wear uninhibitedly. The story is well known by now: move lingerie shopping online and offer women privacy, variety and information that traditional retail environments........

© Inc42