Zivame: Transforming the Indian Lingerie Landscape
Company Profile by StartupTalky
Author: Sarika Anand
Date: January 11, 2022 — 9 min read
Introduction
In India, purchasing bras often comes with an atmosphere of discomfort, with male staff and uninformed salesgirls contributing to a sense of embarrassment. Founded in 2011, Zivame was created to provide women with a judgement-free way to buy intimate apparel.
When Richa Kar launched Zivame, she aimed to revolutionize the lingerie shopping experience. With a selection of over 5,000 designs, 50 brands, and 100 sizes, Zivame not only offers variety but also respects the privacy and dignity of its customers.
This article delves into Zivame’s startup journey, founder, business model, funding, and more.
Company Highlights
- Startup Name: Zivame
- Legal Name: Zivame
- Parent Company: Reliance Brands
- Headquarters: Bengaluru, Karnataka, India
- Industry: E-Commerce, Fashion
- Founder: Richa Kar
- Founded: May 1, 2011
- Areas Served: India
- Current CEO: Amisha Jain
- Website: www.zivame.com
About Zivame
Zivame is an online retailer specializing in women’s lingerie, swimwear, loungewear, nightwear, and more. It offers a comprehensive shopping experience, from budget-friendly to premium brands, all through its user-friendly online portal.
Since its launch in August 2011, Zivame has strived to mimic the offline shopping experience with detailed product pages, affordable quick shipping, and a hassle-free return policy. The platform allows shoppers to browse by category, brand, color, size, and even consider what they plan to wear their lingerie under.
Zivame’s mission is to offer a comfortable and private shopping experience for everyone, challenging traditional lingerie retail norms.
Recent News
On November 24, 2021, Zivame’s parent company Actoserba Active Wholesale reported a 31% drop in sales to Rs 147 crore for the fiscal year 2020-21, though its net loss decreased by 11% to Rs 42 crore. The COVID-19 pandemic impacted business operations and revenue.
Industry Context
The lingerie market in India has evolved from cramped, confusing stores to sophisticated online platforms. Despite lingering stigma, online lingerie shopping has gained popularity, thanks to the privacy it offers, along with discounts and a wide range of international brands and sizes.
Name, Logo, and Tagline
Zivame’s name, derived from the Hebrew word “Ziva” meaning radiance, was adapted to “Zivame” to mean “radiant me.” Its tagline, “Love Yourself Inside Out,” reflects its commitment to helping women feel confident and comfortable.
Founder
Richa Kar, who holds a bachelor’s degree in engineering from BITS Pilani and an MBA from NMIMS, founded Zivame in 2011. After working in brand communications and retail consultancy, her experience with Limited Brand’s Victoria’s Secret inspired her to start Zivame.
Startup Story
Richa Kar recognized that women faced challenges when shopping for lingerie, including discomfort discussing preferences with male sales staff and difficulty finding the right fit. Zivame was created to address these issues by offering an online platform that not only provides a wide selection but also educates women on finding the perfect style and fit.
Vision and Mission
Zivame’s vision is to empower every woman with the confidence, comfort, and choice she deserves. The company believes that confidence is sexy and aims to help women discover and embody it daily.
Key Employees
- Amisha Jain: CEO
- Yash Dayal: Chief Technology Officer
- Jayesh Nair: Head of Facilities Management
- Arun Kumar: Associate Director Business Development & Projects
- Chetna Bhaskar: Creative Director
- Manab Hembram: Creative Director – Design & Product Development
- Sirisha Tadepalli: Marketing Director
- Sourav Kejriwal: Director Finance
- Aditya Mulay: Regional Sales Manager
- Astha Sahay: Business Manager – Partner Business Ecom
Business Model and Revenue
Zivame’s business model integrates both online and physical retail through its “Fit Studios.” This omnichannel strategy aims to provide a seamless shopping experience across different platforms.
Funding and Investors
Zivame has raised a total of $69 million across eight funding rounds. Recent investments include a secondary market round with Reliance and venture rounds with investors like Avendus Capital and Zodius Capital.
Growth
Since 2017, Zivame has focused on sustainable growth through an omnichannel approach. The company’s revenue and growth metrics show a positive trajectory, with significant increases in sales and a reduction in losses.
Competitors
Top competitors include Shyaway, Clovia, Boux Avenue, Andra Group, ThirdLove, Adore Me, Figleaves, and Change.
Challenges
Zivame has faced challenges related to societal discomfort surrounding lingerie and operational difficulties, including a significant loss increase in FY16.
Future Plans
Zivame plans to expand its physical presence with about 150 stores by the end of the next year, aiming for substantial growth driven by technology, analytics, and innovation.
FAQs
- Is Zivame an Indian brand? Yes, Zivame is an Indian online lingerie retailer founded by Richa Kar.
- Who owns Zivame? Richa Kar is the founder, and Reliance Brands holds a significant stake.
- Which companies does Zivame compete with? Major competitors include Shyaway, Clovia, Boux Avenue, Andra Group, ThirdLove, Adore Me, Figleaves, and Change.