Lingerie shopping in India has undergone a significant transformation from a secretive and uncomfortable experience to a more open and informed process. Zivame, a key player in this shift, has strategically reshaped consumer habits and category norms through its marketing efforts.
Richa Kar, the founder of Zivame, recognized the repressed state of the lingerie industry in India back in 2011. Armed with a vision to liberate lingerie shopping from societal taboos, she launched Zivame, an online platform offering women a discreet and convenient way to purchase intimate wear.
Initially met with challenges in a fragmented and male-dominated market, Zivame focused on building trust and privacy for its customers. By providing informative content, online fit consultations, discreet packaging, and easy returns, the brand aimed to lower barriers to lingerie shopping, especially for first-time users.
Realizing the importance of touch and trial, Zivame expanded to offline experiential stores in 2018, offering personalized fitting zones and trained female staff. This move not only catered to consumers in Tier 2 and Tier 3 cities but also integrated online and offline experiences for a more unified consumer journey.
With Reliance Retail acquiring a majority stake in Zivame in 2020, the brand gained the resources to expand its store networks and logistics. However, Zivame’s core focus has always been on reimagining how women experience lingerie, emphasizing fit, function, and freedom of choice.
Zivame’s early communication efforts revolved around the promise of providing the right fit for every woman. Through campaigns like ‘Fit is my Right’ and ‘Still Force Fitting Into The Wrong Bra?’, the brand educated women on the importance of proper sizing and fit, challenging taboos prevalent in Indian society.
By 2017, Zivame further emphasized inclusivity by showcasing its lingerie as suitable for all body types and life stages. The brand’s messaging focused on empowering women to find their perfect fit without conforming to traditional stereotypes.
In 2023, Zivame launched the #MeetYourRightFit campaign, highlighting the discomfort caused by ill-fitting lingerie and promoting body positivity. Through campaigns like ‘Museum of Boobs’, Zivame continued to challenge taboos and promote body acceptance, reframing conversations around breast shapes and sizes.
Utilizing social media platforms, Zivame has created an open dialogue around lingerie, body confidence, and fit education. By partnering with influencers, running contests, and sharing practical tips, the brand has built a community that transcends traditional product selling.
Zivame’s journey reflects a shift in the lingerie industry towards openness, education, and inclusivity. From discreet beginnings to bold storytelling, the brand’s marketing strategies have not only sold lingerie but also transformed mindsets, proving the power of thoughtful and consistent marketing in a once-silent space.
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