Introduction:
In a country where discussing intimate wear was once taboo, Richa Kar dared to dream of a revolution. In 2011, she founded Zivame, an online lingerie store that would not only change how Indian women shop for intimate wear but also challenge societal norms. This is the story of how a young woman from Jamshedpur turned a personal frustration into a multi-million rupee business, empowering millions of women along the way.
The Spark of Innovation
Richa Kar, an engineering graduate from BITS Pilani with an MBA from Narsee Monjee Institute of Management Studies, was working as a retail consultant at SAP when she stumbled upon a glaring gap in the Indian market. While working on a project for Victoria’s Secret, Kar realized the stark contrast between the lingerie shopping experience in the West and in India.
“In India, buying lingerie was an uncomfortable experience for most women,” Kar recalls. “You had male salespeople, confused female staff, and an overwhelming sense of shame surrounding the whole process. I knew there had to be a better way.”
This realization sparked an idea that would soon revolutionize the intimate wear industry in India. Kar envisioned an online platform where women could shop for lingerie without fear of judgment, with access to a wide range of sizes, styles, and brands.
Overcoming Personal and Societal Challenges
Launching Zivame wasn’t just a business challenge for Kar; it was a personal one too. Coming from a middle-class family in Jamshedpur, the idea of her daughter selling lingerie online was initially met with strong opposition from her mother.
“My mother was embarrassed,” Kar shares. “She asked what she would tell her friends about my business. Even my father was unclear about what exactly I wanted to do.”
But Kar’s determination was unwavering. She persisted, knowing that her idea could make a significant difference in the lives of Indian women. Gradually, her family came around, with her mother even offering her savings to help start the company.
The challenges didn’t end there. Kar faced skepticism and ridicule from society at large. Finding a physical location for the business proved difficult, with landlords hesitant to rent space once they learned about the nature of her business.
“I had to tell landlords I was selling clothing online,” Kar admits. “The stigma around lingerie was so strong that even discussing it was taboo.”
Building Zivame: A Journey of Perseverance
With an initial investment of 35 lakhs raised from family and friends, Kar launched Zivame in 2011. The name, derived from the Hebrew word “Ziva” meaning radiance, perfectly encapsulated Kar’s vision: to help women feel radiant from the inside out.
Zivame’s early days were challenging. Kar worked tirelessly to curate a diverse range of products, focusing on quality, fit, and affordability. She invested heavily in educating customers about the importance of proper fitting lingerie and the variety of options available.
“We weren’t just selling lingerie,” Kar explains. “We were changing the conversation around intimate wear in India. It was about empowerment, comfort, and confidence.”
The platform’s user-friendly interface, detailed product descriptions, and discreet packaging quickly gained traction among urban Indian women. Kar’s focus on customer service and a hassle-free return policy helped build trust in a category where online shopping was previously unthinkable.
Innovations and Achievements
As Zivame grew, so did its innovations. The company introduced several groundbreaking features:
1. Virtual Fitting Rooms: Allowing women to find their perfect size without the need for physical measurements.
2. Fit Consultants: Trained professionals offering personalized advice via chat and phone.
3. Private Label Brands: Addressing the specific needs of Indian women with tailored designs and sizes.
By 2015, Zivame had become a household name in urban India. The company expanded its offerings to include loungewear, shapewear, and sleepwear, catering to a broader range of intimate apparel needs.
In a bold move that further challenged industry norms, Zivame opened its first physical store in 2016. These ‘Fit Studios’ offered women a safe, judgment-free space to explore and try on lingerie with the help of trained female consultants.
Timeline of Key Events
- 2011: Zivame founded by Richa Kar
- 2012: Secured first round of funding
- 2015: Launched private label brands
- 2016: Opened first physical ‘Fit Studio’
- 2018: Expanded to over 30 physical stores across India
- 2020: Acquired by Reliance Retail
The Road Ahead and Key Takeaways
Today, Zivame stands as a testament to Kar’s vision and perseverance. The company sells two products every minute and boasts over 2.5 million monthly visitors. More importantly, it has played a crucial role in changing the conversation around women’s intimate wear in India.
Kar’s journey with Zivame offers valuable lessons for aspiring entrepreneurs:
1. Identify and address genuine market gaps, even if they’re in taboo areas.
2. Persevere in the face of societal and personal challenges.
3. Focus on customer education and service, especially when introducing novel concepts.
4. Be willing to innovate and adapt your business model as you grow.
Zivame’s success story is more than just about lingerie; it’s about breaking barriers, challenging norms, and empowering women to feel comfortable in their own skin. As Kar aptly puts it, “Zivame is about loving yourself inside out.” It’s a mantra that continues to resonate with millions of Indian women today.
