Zivame

About Zivame

Zivame operates as a premier online-first retailer in India specializing in women's intimate wear, loungewear, and activewear. Founded in 2011 by Richa Kar and Kapil Ravindra Karekar, the company was established to address the social discomfort and lack of privacy many Indian women experienced when shopping for lingerie in brick-and-mortar stores. Richa Kar, an engineering graduate from BITS Pilani with an MBA from Narsee Monjee Institute of Management Studies, conceived the idea for Zivame while working as a consultant for SAP. During a project with Limited Brands, the parent company of Victoria's Secret, she identified a significant gap in the Indian market for a private, comfortable, and well-serviced lingerie shopping experience.

The company's business model is centered on a direct-to-consumer approach via its e-commerce platform, which offers a vast selection of products. Initially starting as an aggregator of various brands, Zivame pivoted to a private-label business model around 2016, which now accounts for a significant portion of its revenue. Revenue is generated primarily through the sale of its wide range of products, including bras, panties, sleepwear, shapewear, and activewear. Zivame serves women across India, with a notable portion of its sales coming from Tier 2 and Tier 3 cities. The company has also adopted an omnichannel strategy, integrating its online presence with physical "Fit Studios" to offer fittings and a seamless shopping experience. In 2020, Reliance Brands, a subsidiary of Reliance Industries, acquired a majority stake in Zivame, providing a significant boost to its retail infrastructure and expansion capabilities.

Zivame's core offering is a diverse product catalog featuring over 5,000 styles across 50 brands and 100 sizes, aiming to cater to all body types. The platform provides a personalized shopping journey with features like size guides and fit consultants to help customers find the right products. Key product benefits include addressing common issues with intimate wear through specialized designs like padded wireless strapless bras and wireless push-up bras that offer support without discomfort. The company emphasizes discreet packaging, easy returns, and creating a judgment-free environment, which has been a crucial selling point since its inception. This focus on customer experience and empowerment helped Zivame challenge industry norms and build a loyal customer base.