Bangalore-based start-up, Zivame has been educating Indian women about lingerie since 2011 and now reportedly sells a bra a minute.
The online store which sells lingerie, nightwear, beachwear and activewear, comfortwear and shapewear, has raised $40 million in funding recently and its investors seem to get the idea that Indian women feel comfortable shopping for bras online which is why this business model has become so successful.
Malaysian government-owned Zodius Technology Fund and Khazanah Nasional Berhad supplied the funding according to Tech Crunch. The founders have said that they will use the funding to ‘provide an even better lingerie experience for Indian women.’
Richa Kar, Zivame Founder and CEO, said, “The Indian woman, who is more confident than ever before, is indulging herself in lingerie to express her individuality. Zivame is the catalyst of this change; using technology to understand her better and providing her an unsurpassed lingerie experience.”
The current cultural status quo in Indian lingerie shops means that most shop staff are male. Fitting services are practically non-existent as a result – who, after all, wants a man’s hands on your most intimate parts? This means that for Indian women buying lingerie is a difficult and not-so-pleasurable chore. Now, thanks to Zivame women have easy access to a wide range of sizes and more than 600 lingerie styles to choose from. The website also offers women easy-t0-use guides, like their bra size calculator which details how to measure their chest and body sizes at home. There’s also a cute video which gives further help and an online shop assistant to help you choose styles, designs and sizes too.
photo credit: Zivame