Introduction

Zivame is an Indian bases Online lingerie (largely consisting of undergarments, sleepwear, etc.) store for customers to browse items at their convenience like category, color, brand, size, etc. and even choose lingerie by identifying what they want to wear it under. This Online Store offers detailed product pages, inexpensive fast shipping and has a customer-friendly hassle-free return and refund policy hence it reproduces the offline shopping experience. It is focused on creating an online store where a person of any gender can shop with privacy.

About the Founder(s)

Richa Kar, the founder and CEO of Indian lingerie e-retailer Zivame, started on August 25th, 2011. A native of Jamshedpur, India, she completed her undergraduate work in engineering at BITS Pilani in 2002. After a few years working in IT, she went to the Narsee Monji Institute of Management Studies, completing her masters in 2007. After completing her graduate work, she worked for Spencers and SAP retail consulting, gaining valuable retail experience that would carry her into the start-up world. During her time at SAP retail, she found herself working with the Limited, which owns lingerie company Victoria’s Secret. While she was studying the Indian lingerie market, she realized that the social discomfort surrounding lingerie shopping was causing uncomfortable issues for both shoppers and retailers. To overcome this, she created Zivame, named from the Hebrew word for “radiance,” to help women understand their lingerie needs and browse and purchase styles without embarrassment and with comfort of their homes.

With co-founder Kapil Karekar (who left the company in 2012), Richa Kar borrowed Rs 30 lakh from friends and family to finance her new endeavor. They launched from a small office space on August 25th, 2011, receiving their first order 5 hours later. As the business grew, the company sold funds, raising $9 million in two rounds from investors including IDG Ventures, Kalaari Capital and Unilazer Ventures. Within three years of its launch, Zivame had grown from a small operation to a team of more than 200 members. It is now India’s leading online lingerie store, offering more than 5,000 styles, 50 brands and 100 sizes.

History

Claiming to sell a bra every minute Zivame has undergone 300% YoY growth. It was an initiative that started from scratch. “I remember the time when I would drop everything and go into corridor-sized, dust-filled stores and hunt for the right lingerie to fulfill an order. Those days spent in such stores on Commercial Street made me realise why Zivame would be successful,” says the 36 year old founder Richa Kar.

Partnering with the brands was the biggest task that was posed. Later coping up with the large scaling became an issue. Hence, we can clearly see the level of growth Zivame has gone through.

SERVICES THEY OFFER:

It helps women uninhibitedly to shop the intimate wear. Invests in the community that’s inflencing women in different ways. From not only online but even offline stores to the new launches and provide good quality products to the women out there.

 

Company Goals & Achievements

Zivame will set up offline experience stores in three cities this month and scale up to 50 such customer touch points by next year. The new stores will come up in Pune, Delhi and Gurugram this month, and in Chandigarh and Cochin by the end of next month, Richa Kar said adding that 50 such experience stores, with only Zivame labels, will come up across the country by March 2017. These stores will only be customer touch points and will not store inventory. Zivame had opened its first such store in Bengaluru’s Indiranagar area in December last year. She expects these stores will contribute 50% to the company’s revenues in the next year and a half. They have seen the 80% conversion from the first store in Bengluru. The success of the Bengaluru store has shown us that they can do things differently. She said. “We want to give a good customer experience by asking our staff to be lingerie advisers and build lingerie closets for women.”  Zivame claims to have over 1 million customers. It started out as an aggregator of lingerie brands like Enamor, Wonderbra, Jockey and Amante. But since 2013, it has been selling private brands too, including Penny and Cou, to make up for the restricted customer base. Zivame’s own labels contribute 70-75% of the retailer’s total sales, according to the C.E.O.

Some of India’s largest online stores, including baby products retailer First cry, eye-wear brand Lenskart are beginning to see significant contributions to revenue and bottom-line from their physical stores, which help retailers tap the millions of potential customers who are uncomfortable with shopping through the internet. A year from now the company may look at opening stores in Sri Lanka and Nepal.

Conclusion

I think this is a great idea to sell private things like clothes, intimate wear, etc. online to maintain privacy. More often than not, visiting a physical store to buy intimate products are a tad bit awkward for both the buyer and the seller – making it even more difficult for the right products to reach its customer as nobody wants to get into the details of the products fearing embarrassing conversations. The success of Zivame and other such online stores assert the fact that people enjoy the experience and prefer it over regular lingerie shopping.

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