Zivame Success Story – History, Founders, and Business Model


Zivame, established in 2011, aimed to revolutionise the way women shop for intimate apparel by creating a safe and judgment-free environment. The founder, Richa Kar, recognised the need to challenge societal norms and empower women through her online lingerie store. Zivame’s platform offers a diverse selection of 5,000 designs, 50 brands, and 100 sizes, allowing women to find the perfect fit for their preferences. Beyond the extensive product range, Zivame prioritises providing shoppers with a sense of dignity and privacy, enabling them to confidently explore and purchase lingerie. This concept has had a profound impact on breaking stereotypes and empowering women throughout their journey.

Zivame – Company Highlights

Startup NameZivame
Legal NameZivame
Parent CompanyReliance Brands
HeadquartersBengaluru, Karnataka, India
IndustryE-Commerce, Fashion
FoundersRicha Kar
FoundedMay 1, 2011
Areas ServedIndia
Current CEOAmisha Jain

Buy Fiancial Report

About Zivame

Zivame is an e-commerce platform specialising in women’s clothing and intimate apparel. The company offers a wide range of products, including lingerie, swimwear, loungewear, and nightwear, along with personalised consultancy services to assist women in finding affordable and branded items. By providing a one-stop online portal, Zivame aims to meet all the clothing needs of women, offering convenience and accessibility.

In August 2011, Zivame launched its website, introducing Indian women to a vast collection of lingerie designs. The website enables customers to browse and shop by various categories such as brand, colour, and size, and even specify the desired purpose for their lingerie. Zivame strives to recreate the offline shopping experience by offering detailed product pages, fast and affordable shipping, and a hassle-free return policy.

Zivame is committed to providing a seamless online shopping experience for both Indian women and men. The company challenges the norms of the lingerie and e-commerce industry by exceeding customer expectations and delivering convenience and comfort through its online platform.

The Lingerie Industry

The landscape of lingerie purchasing in India has witnessed a significant transformation, shifting from cramped and uncertain experiences in traditional stores to the convenience of online platforms staffed by knowledgeable professionals. While societal taboos surrounding lingerie still persist, women have found greater comfort and freedom in exploring and purchasing intimate apparel, largely due to the emergence of online lingerie businesses.

One of the key advantages offered by online lingerie retailers is the ability for customers to make their purchases discreetly and have them delivered in a confidential manner. This aspect has played a crucial role in encouraging women to embrace online shopping for intimate wear. Additionally, the availability of discounts, access to international brands, a diverse range of designs, and inclusivity in sizing (including plus-size options) have all contributed to the growth and popularity of the online lingerie retail industry.

Zivame – Founders

Founder – Richa Kar 

Richa Kar, a graduate of BITS Pilani with a bachelor’s degree in engineering and a master’s degree in business from Narsee Monjee Institute of Management Studies (NMIMS) in 2007, began her professional career working for Spencers and SAP retail consultancy.

After completing her MBA, Richa joined Spencers as a Brand Communications Manager. She quickly rose through the ranks and remained with the company until 2011. Following her tenure at Spencer’s, she was recruited as a consultant by SAP, where she had the opportunity to collaborate with Limited Brands, the parent company of Victoria’s Secret. It was during this period and her interaction with the client that sparked the idea of creating Zivame.

The Startup Story Of Zivame

Richa Kar recognised the challenges faced by women while shopping for lingerie from sellers of the opposite sex, leading to a lack of guidance and understanding of their preferences. To address this issue, she founded an e-commerce site that not only offers a wide range of lingerie but also educates women on finding the right size and style.

Zivame goes beyond lingerie and offers women’s clothing, fitness wear, and sleepwear while also earning a reputation for providing excellent customer service. Richa’s focus on product mix decisions, considering factors like price, quality, and customer feedback, has helped establish trust and confidence among buyers.

Since its inception in 2011, Zivame has experienced remarkable growth, with 2.5 million monthly clients and achieving quick sales. Richa Kar’s entrepreneurial journey with Zivame has had a significant impact on the startup ecosystem, as her innovative and controversial approach challenged the norms of the industry.

Zivame – 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

Zivame – Business Model and Revenue Model

Zivame underwent management reshuffles in its early years but has since focused on sustainable development by integrating online and physical strategies. As part of its omnichannel marketing approach, the company introduced “Fit Studios,” brick-and-mortar stores across the country.

The omnichannel strategy aims to provide customers with a seamless shopping experience by integrating physical and online stores, including mobile applications. Zivame utilised visually appealing product images to engage their target audience and provided links to deals on their Facebook page and advertisements, directing customers to the website. They also ensured prompt responses to visitor inquiries, fostering a strong connection with the brand.

Zivame’s successful product range approach allowed customers to find the perfect fit, contributing to their overall success.