In the evolving landscape of lingerie shopping in India, Zivame stands out for its pioneering marketing strategies that have reshaped consumer habits and norms within the category. The brand’s journey began in 2011 when Richa Kar, inspired by the untapped potential in the Indian lingerie market, founded Zivame with a vision to revolutionize the way women shopped for intimate wear.
Stepping into a conservative and underdeveloped market, Zivame faced challenges in redefining the shopping experience. Recognizing the need for privacy and education, the brand introduced discreet packaging, fit consultants, and detailed online guides to assist women in making informed choices. Zivame’s early focus was not just on selling products but on empowering women to shop confidently and freely.
As Zivame gained traction online, it realized the importance of physical touchpoints, particularly in Tier 2 and Tier 3 cities. This led to the launch of Zivame Studios, offline stores offering personalized fittings and educational experiences. The brand’s omnichannel approach bridged the gap between online convenience and offline engagement, enhancing the overall consumer journey.
In 2020, Reliance Retail’s majority stake acquisition injected capital and expertise into Zivame, supporting its expansion and logistical capabilities. However, Zivame’s core mission remained centered on building trust, comfort, and confidence for women through a focus on fit, function, and freedom of choice.
Central to Zivame’s communication strategy was the emphasis on finding the right fit for every woman. Through campaigns like ‘Fit is my Right’ and ‘Still Force Fitting Into The Wrong Bra?’, the brand challenged taboos and misconceptions surrounding lingerie sizing. Zivame’s messaging evolved to showcase inclusivity and diversity, highlighting that lingerie should cater to all body types and occasions.
Utilizing social media as a platform for education and empowerment, Zivame engaged with its audience through informative content, practical tips, and influencer partnerships. By normalizing conversations around lingerie and body positivity, the brand fostered a sense of community and connectedness among its followers.
One of Zivame’s standout campaigns, the ‘Museum of Boobs’, aimed to destigmatize breast shapes and promote body acceptance. By showcasing a diverse range of profiles in a creative and respectful manner, the brand encouraged women to embrace their uniqueness and prioritize comfort without judgment.
As Zivame continues to lead the shift towards open and informed lingerie shopping in India, its journey underscores the transformative power of marketing in challenging societal norms and empowering women to feel confident and comfortable in their choices.
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