When Richa Kar launched Zivame in 2011, India’s lingerie industry was largely unorganized, underserved, and driven by retail discomfort. Today, Zivame stands as a pioneer in data-driven intimate wear retail, empowering women with confidence, choice, and comfort across digital and physical platforms.
In 2025, Zivame reported ₹800 crore in annual revenue, serving over 5 million customers and operating 50+ offline stores across metros and Tier 2 cities. What began as a small online store from Bengaluru has now become a leading fashion-tech brand that redefined how India shops for lingerie and innerwear.
Breaking Barriers in Intimate Wear
Zivame’s inception was rooted in a simple insight — Indian women faced discomfort and hesitation while shopping for lingerie in traditional stores. Richa Kar, an engineer and MBA graduate, identified a deep cultural and retail gap.
By offering privacy, detailed fit guides, and size recommendations, Zivame turned what was once an awkward purchase into a confident and personalized experience. Its discreet packaging, easy returns, and digital consultation tools reshaped consumer trust and behavior in a category long ignored by mainstream retail.
As Kar once said, “We weren’t just selling lingerie — we were selling confidence.”
Data-Driven Design and Product Innovation
Zivame’s key differentiator has been its data-led approach to sizing and product development. Using insights from millions of customers, the brand created India-specific size ranges and designs suited to diverse body types and climates.
Its “FitCode” technology helps users find accurate sizing through a guided algorithm, while data analytics inform new designs and inventory planning. This precision-driven model reduced returns by 25% and improved customer satisfaction dramatically.
In addition to lingerie, Zivame expanded into athleisure, sleepwear, and shapewear, broadening its portfolio to serve India’s growing middle-class women seeking quality and comfort.
From Clicks to Stores: The Omni-Channel Leap
While it started as an online-only platform, Zivame soon realized the importance of touch-and-feel experiences. By 2025, the brand had opened 50+ physical stores across India, adopting an omni-channel strategy where online and offline data integrated seamlessly.
Customers could browse online, book fittings, and complete purchases in-store — or vice versa. This hybrid model boosted repeat purchase rates and positioned Zivame as a trusted lifestyle brand rather than just an e-commerce player.
Strategic Backing and Market Evolution
In 2020, Zivame was acquired by Reliance Retail, which brought scale, logistics, and funding muscle to its operations. Under Reliance’s umbrella, the company expanded into Tier 2 and Tier 3 cities, capitalizing on India’s growing digital literacy among women consumers.
The lingerie and intimate wear market in India, valued at over ₹35,000 crore, continues to expand with double-digit annual growth. Zivame’s blend of technology, affordability, and inclusivity makes it well-positioned to retain leadership in this fast-evolving sector.
Empowerment Through Design
Zivame’s impact extends beyond fashion. It opened conversations about body positivity, comfort, and confidence — topics rarely discussed in mainstream Indian retail. Campaigns like #FitForAll and #LoveYourShape made inclusivity a core part of its brand ethos.
Last Updated on Wednesday, October 29, 2025 8:07 pm by Entrepreneur Edge Team https://entrepreneuredge.in/
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