Building a Lingerie Brand: Zivame in India

Lingerie shopping in India was never a comfortable experience for women. It was awkward, limiting, and often frustrating. Walking into a store meant stepping into a tiny, dimly lit space, usually managed by male salespersons who had little understanding of what women actually needed. The process was riddled with discomfort—asking for the right size felt embarrassing, trying to explain preferences was nearly impossible, and many women simply picked whatever was available to avoid an awkward conversation.

The problem wasn’t just about discomfort; it was also about lack of choice and awareness. Most stores stocked only common sizes, forcing women to settle for ill-fitting bras that were either too tight or too loose. Women who required specialized fits—whether it was for plus-size, maternity, or sportswear—had an even harder time finding the right products. The idea of lingerie as something more than just an essential item, as something that could be comfortable, stylish, and empowering, was missing entirely.

Beyond these practical challenges, there was a larger cultural issue at play. In India, lingerie shopping had long been treated as something secretive, almost taboo. Women were not encouraged to openly discuss their preferences or seek better options. The thought of walking into a store, picking out lingerie, and confidently purchasing it was an experience only a few had. This hesitation and lack of accessibility left a significant gap in the market—one that was waiting for innovation.

That’s where Zivame stepped in. It wasn’t just about selling lingerie online; it was about redefining the way Indian women approached lingerie shopping altogether.

Section 2: The Birth of Zivame – A Simple Problem, A Bold Solution

Zivame’s story began with one woman’s frustration and an unexpected realization. Richa Kar, an engineer and MBA graduate, worked as a consultant at SAP, analyzing global retail businesses. During her research, she came across lingerie giant Victoria’s Secret and noticed how different things were in the Western market—women had access to a variety of styles, sizes, and fits, all available without hesitation. But when she looked at the Indian market, it was a stark contrast.

The idea of launching an online lingerie store wasn’t just a business opportunity for Richa; it was personal. One particular incident solidified her decision—her own mother, like many Indian women, felt uncomfortable buying lingerie in a physical store. That moment made Richa realize that Indian women weren’t just lacking access to good products, they were missing a safe and private way to shop for something as essential as lingerie. If e-commerce was already changing the way people bought books and gadgets, why couldn’t it change lingerie shopping too?

With this idea in mind, Richa took the plunge and founded Zivame in 2011. The name, meaning “radiance” in Hebrew, was carefully chosen to reflect confidence and empowerment—everything that lingerie shopping in India was not at the time.

Section 3: The Woman Behind Zivame – Who is Richa Kar?

Unlike many founders who step into industries they are deeply familiar with, Richa Kar had no background in fashion or lingerie retail. Her expertise lay in business strategy and data analysis. A graduate of BITS Pilani and later an MBA from NMIMS, she had worked in the retail sector, gaining insights into consumer behavior. But what set her apart was her ability to see a problem clearly and find a bold solution.

Starting Zivame was not easy. Her own family was hesitant about the idea of selling lingerie online. Convincing investors was another challenge—many failed to see the market potential, given the cultural stigma around lingerie shopping. But Richa believed in the power of the idea. She knew that if Indian women were given the right platform, they would embrace online lingerie shopping.

Section 4: The Journey – Overcoming Challenges and Winning Trust

Every successful startup has a defining period—a time when it fights against skepticism, builds credibility, and convinces its audience to take a leap of faith. For Zivame, this period began right after launching in 2011. The idea was revolutionary, but the road to success was far from smooth.

The Biggest Challenge: Convincing Indian Women to Buy Lingerie Online

At the time, buying lingerie was an uncomfortable experience, but it was also the norm. Women were used to hurriedly picking from a limited selection at local stores, often assisted by clueless male shopkeepers. While the shopping experience was awkward, the idea of ordering lingerie online raised even more concerns.

Many women hesitated to buy lingerie from Zivame because they simply weren’t sure how it would work. There were deep-rooted doubts and fears:

• Would the products fit properly? Unlike dresses or shoes, lingerie was very size-sensitive, and most Indian women had never been professionally fitted before.

• Would the delivery be discreet? Many worried about their family members or roommates seeing their purchase.

• Would the quality be good? Online shopping was still evolving in India, and people were unsure if they could trust an unfamiliar brand.

• Would there be judgment? Lingerie was still seen as something secretive, and discussing preferences openly—even with an online brand—felt unusual.

  
  

Zivame wasn’t just introducing a new shopping format; it was challenging a cultural mindset.

Winning Trust: How Zivame Changed the Game

Richa Kar and her team knew they had to do more than just sell lingerie—they had to educate, reassure, and empower. They tackled every hesitation with a clear, well-thought-out approach:

1. Making Lingerie Shopping Less Intimidating

   The first step was educating women about lingerie—something most Indian retailers had never focused on. Zivame introduced:

   • Detailed size guides and fit calculators to help women find their perfect size.

   • Blogs and video tutorials on lingerie types, styling, and care.

   • A focus on comfort and confidence, rather than just glamour.

This wasn’t just about selling products; it was about changing the way women saw lingerie—not as something to hide but as something to embrace.

2. Ensuring a Private and Hassle-Free Experience

   To address privacy concerns, Zivame pioneered discreet packaging. Orders were delivered in plain, unbranded boxes with no mention of lingerie anywhere. This simple step made a huge difference—women no longer feared embarrassment when receiving their orders.

Additionally, Zivame focused on easy returns and exchanges, knowing that many women would be trying online lingerie shopping for the first time. This reduced risk and built trust.

3. Leveraging Word-of-Mouth and Community Building

   Unlike traditional lingerie brands, Zivame didn’t rely on glamorous advertising featuring supermodels. Instead, they built a community of real women who shared their experiences.

   
   

Women who discovered their perfect fit became Zivame’s strongest advocates, recommending it to their friends and family. This organic word-of-mouth marketing played a major role in helping Zivame scale.

4. Expanding the Product Range to Serve All Women

   Indian lingerie stores mostly stocked basic sizes and designs, but Zivame changed that by offering:

   • A wider range of sizes (including plus-size and smaller-band, larger-cup sizes).

   • A variety of styles for different needs, including maternity, sports, and shapewear.

   • Affordable and premium options, making sure there was something for every woman.

This level of choice was unheard of in India at the time, giving Zivame a strong competitive edge.

Overcoming Industry and Investor Skepticism

While women were gradually embracing Zivame, investors and the broader industry were still skeptical. Many questioned whether lingerie could be a mainstream e-commerce category in India.

Richa Kar faced multiple rejections when trying to raise funds. Investors, mostly men unfamiliar with the problem, didn’t fully grasp the depth of discomfort women faced in lingerie shopping. Some dismissed lingerie as a “niche” or “taboo” market, failing to see the massive demand that existed.

But Zivame’s growth metrics spoke for themselves. Sales were increasing, repeat customers were coming back, and women were engaging with the brand in ways no other lingerie retailer had seen before.

Eventually, investors began to take notice. Venture capital firms like IDG Ventures and Kalaari Capital backed Zivame, allowing it to expand rapidly.

Breaking into the Mainstream: The Turning Point

Zivame’s biggest breakthrough came when it started actively normalizing lingerie shopping. Instead of treating lingerie as something secretive, its campaigns emphasized comfort, confidence, and self-expression.

The company’s marketing shifted the focus from "hidden wear" to "empowering wear." Zivame positioned lingerie as something for women, not just for special occasions or societal expectations. This fresh, relatable approach resonated with women across India.

Another major milestone was Zivame’s move into offline retail. While e-commerce gave them a national reach, many women still preferred the option to see, touch, and try on products before buying. By opening exclusive Zivame stores, the brand bridged the gap between digital convenience and offline experience, strengthening customer trust.

Section 5: The Breakthrough – From a Bold Idea to a Mainstream Revolution

For the first few years, Zivame was on a mission—to make lingerie shopping comfortable, private, and stigma-free. But even though the idea was powerful, making it mainstream was a different challenge altogether.

The company had found its early adopters—women who resonated with the idea of shopping for lingerie without awkward stares and judgment. But to truly become a household name, Zivame had to go beyond just solving a problem—it had to make lingerie shopping a normal, everyday experience for Indian women. This wasn’t going to be easy. Mindsets don’t change overnight.

The Shift: When Women Started Seeing Lingerie Differently

For years, lingerie in India had been treated as something secretive. The idea of openly discussing bras, sizes, and styles was almost unheard of. Even television ads for lingerie brands were filled with shy, whisper-like messaging, making women feel like lingerie was something they weren’t supposed to talk about.

Zivame flipped this narrative. It started talking to women directly—not in hushed tones, but with confidence.

Instead of just selling lingerie, Zivame positioned it as something for women, by women. It wasn’t about impressing someone else; it was about feeling good, comfortable, and confident. This fresh, bold approach resonated deeply.

Women started looking at lingerie as self-care, not just an awkward purchase they had to make in a hurry. And once this mental shift started happening, Zivame was no longer just an online lingerie store—it was leading a movement.

The Campaigns That Sparked a Change

Zivame didn’t just rely on discounts or promotions to attract customers. It used powerful storytelling to create a connection with women across India.

One of its most successful campaigns was about a simple yet shocking truth—80% of women wear the wrong bra size. This wasn’t just a marketing line; it was a fact that deeply impacted comfort, posture, and confidence.

Zivame turned this into an educational movement. It launched:

• Fit Guides that explained how to measure the right bra size at home.

• Videos and Blogs that showed the importance of proper support and comfort.

• A Bra Size Calculator that gave women a personalized recommendation.

For the first time, lingerie shopping in India wasn’t just about buying a bra—it was about understanding what truly fits you.

The impact? Women started trusting Zivame as more than just a brand—it became their go-to lingerie expert.

Breaking Out of the Digital Space

As Zivame gained momentum, another realization hit—the online model had limitations. While urban women were embracing e-commerce, there was still a large audience who wanted to see, touch, and try on lingerie before buying it.

Zivame knew that if it wanted to truly become mainstream, it needed to meet women where they were most comfortable—in physical stores.

But instead of going to traditional retailers, Zivame took a bold step:

• It launched its own exclusive stores, designed just for women.

• These stores were staffed entirely by women, ensuring a comfortable and judgment-free experience.

• Women could get a professional bra fitting, something that was almost unheard of in India.

These Zivame Fit Studios became a game-changer. Women who were skeptical about buying online visited these stores, got their perfect fit, and then felt confident enough to buy online later.

Word-of-Mouth and the Power of Community

One of the biggest reasons Zivame became a mainstream success wasn’t just its marketing or offline expansion—it was the women who loved it.

Once women found their perfect fit, they naturally wanted to share the experience with others. Sisters told their sisters, friends recommended it to friends, and colleagues whispered about it in office restrooms.

Zivame became more than a brand—it became a trusted friend in a space where trust had always been missing.

The Business Growth That Followed

With this growing trust, Zivame saw a massive surge in customers. Investors who were once skeptical now saw that lingerie was no longer a niche market—it was a booming industry in India.

Venture capital firms backed the company with over $50 million in funding, allowing Zivame to:

• Scale up its logistics and ensure faster deliveries across India.

• Expand its product line into activewear, sleepwear, and shapewear.

• Invest in data and AI-driven recommendations to make shopping even easier.

The result? Zivame was no longer a startup trying to prove a point—it was now India’s largest online lingerie retailer.

Becoming a Part of Reliance Retail

By 2020, Zivame had grown so much that bigger players started taking notice. The brand had completely changed the way Indian women shopped for lingerie, and that made it a valuable acquisition target.

Reliance Retail, one of India’s biggest retail giants, acquired a majority stake in Zivame, giving it access to an even wider network of physical stores, better supply chains, and stronger financial backing.

With Reliance’s support, Zivame was now more than just a brand—it was an industry leader, shaping how lingerie retail evolved in India.

The Moment It Became Mainstream

Looking back, there wasn’t just one moment when Zivame became mainstream—it was a series of bold moves, smart strategies, and a deep understanding of what women truly needed.

It started as an idea born out of frustration, grew into a trusted platform, and then became a brand that changed an entire industry.

By making lingerie shopping empowering rather than embarrassing, by focusing on comfort over secrecy, and by constantly innovating to make the experience better, Zivame proved that a simple yet powerful idea can transform an entire market.

Today, Zivame is not just a brand—it’s a movement. A movement that made lingerie shopping comfortable, normal, and, most importantly, all about the women who wear it.

Section 6: The Market Landscape – Where Does Zivame Stand Today?

The Indian lingerie market has undergone a dramatic transformation over the past decade. What was once a highly unorganized, underserved category has now become one of the fastest-growing segments in fashion retail. This shift didn’t happen overnight, and Zivame played a crucial role in changing the way women approach lingerie shopping in India.

Today, Zivame is not just a leading lingerie brand—it is an industry pioneer. But in an increasingly competitive market, how does it continue to thrive? Who are its biggest competitors? And what does the future look like?

The Exploding Lingerie Market in India

A few years ago, lingerie shopping was an afterthought in the Indian retail space. There were only a handful of brands, and most women bought their innerwear from local shops with limited options. Comfort, fit, and style were often compromised because the entire shopping experience was awkward and restrictive.

However, consumer behavior has evolved rapidly. Women today are more informed, more confident, and more open to experimenting with different styles. Lingerie is no longer just a necessity—it is an extension of self-expression and comfort.

The Indian lingerie market, valued at $3 billion in 2020, is projected to double to nearly $6 billion by 2025. This rapid expansion is driven by several factors:

• Urbanization and rising disposable incomes have led to increased spending on fashion and personal care.

• E-commerce penetration has made lingerie shopping more private and accessible.

• Changing societal attitudes have helped reduce the stigma around discussing and purchasing intimate wear.

Zivame didn’t just ride this wave—it helped create it.

Zivame’s Dominance in the Market

Since its inception, Zivame has positioned itself as India’s go-to lingerie brand, particularly in the online space. Over the years, it has built a reputation for trust, quality, and inclusivity, ensuring that it remains the first choice for millions of women.

The company holds a strong position in the online lingerie segment, capturing an estimated 30-40% of the market share. Even in the larger lingerie market, which includes traditional brick-and-mortar retailers, Zivame has secured a significant foothold, competing directly with well-established brands.

One of the key reasons for Zivame’s success has been its ability to build strong customer loyalty. It isn’t just a store—it is a platform that helps women discover their perfect fit. The brand’s focus on education, size guides, and personalized recommendations has set it apart from competitors.

The Rise of Competition

While Zivame was among the first to introduce India to online lingerie shopping, it is no longer the only player in the game. As the market has grown, several competitors have emerged, each bringing its own strengths.

On one hand, traditional brands like Jockey, Enamor, and Triumph have ramped up their online presence, recognizing the potential of digital sales. These brands already had strong offline distribution networks, making it easier for them to compete with Zivame.

On the other hand, direct-to-consumer (D2C) brands like Clovia, Nykd by Nykaa, and Shyaway have entered the market with aggressive digital strategies. Clovia, in particular, has positioned itself as a younger, trendier alternative to Zivame, focusing on affordability and fun, youthful designs. Meanwhile, Nykaa’s brand Nykd is leveraging the company’s massive beauty and fashion consumer base, giving it a strong foothold in the market.

Adding to the competition, global lingerie brands like Victoria’s Secret, La Senza, and Hunkemöller have also made their way into India. While these brands cater to a more premium audience, their entry has reshaped consumer expectations around lingerie quality and design.

Despite this increasingly crowded market, Zivame has continued to hold its ground.

Section 7: How Zivame Stays Ahead

One of the biggest advantages Zivame has is its strong brand identity and first-mover advantage. Women associate the brand with trust, comfort, and expertise, which makes it difficult for newer players to compete purely on marketing or pricing.

Another key factor is Zivame’s expansion into offline retail. While it started as an online brand, it quickly realized that a large section of its audience still preferred physical stores where they could see and try products. To bridge this gap, Zivame launched its Zivame Fit Studios, exclusive stores designed to provide a comfortable, judgment-free lingerie shopping experience.

These stores, staffed entirely by women, allowed customers to get professional bra fittings and personalized recommendations, something that had been missing in the Indian market. This move not only increased Zivame’s brand visibility and customer trust, but also helped drive more online sales. Women who were once hesitant to shop online gained confidence in their sizing and were more likely to make repeat purchases digitally.

Additionally, Zivame has expanded beyond just lingerie. The brand now offers a wide range of products, including activewear, shapewear, and sleepwear, making it a one-stop destination for women’s intimate fashion needs. This diversification has helped Zivame stay relevant and expand its market share.

Backing all of this is Reliance Retail, which acquired a majority stake in Zivame in 2020. With Reliance’s support, the brand has gained access to better logistics, supply chains, and financial backing, allowing it to scale faster than many competitors.

Section 8: The Future of Zivame

Zivame may have transformed lingerie shopping in India, but its journey is far from over. The market is still evolving, and the company will need to keep innovating to maintain its dominance.

One of the biggest growth opportunities lies in expanding deeper into Tier 2 and Tier 3 cities. While urban women have embraced online lingerie shopping, smaller cities are still in the early stages of this transition. By investing in regional advertising, vernacular content, and localized marketing, Zivame can capture this massive untapped audience.

Another key focus will be leveraging AI and data analytics to provide a more personalized shopping experience. Advanced fit recommendations, virtual try-ons, and AI-driven style suggestions could make online lingerie shopping even more seamless.

Sustainability and inclusivity are also emerging trends in the fashion industry. In the coming years, Zivame is expected to introduce eco-friendly lingerie lines and more inclusive sizing options, ensuring that every woman, regardless of body type, can find her perfect fit.

Finally, the company’s omnichannel strategy will continue to evolve. The integration of online and offline shopping—where customers can discover products in stores and seamlessly continue their journey online—will be key to long-term success.