In the early 2010s, lingerie shopping in India barely existed as a recognised, organised, and marketed product segment or a standalone category in retail. And online retail was an even harder code to crack.
Lingerie, underwear and innerwear were treated as a functional purchase that was often hidden away in the back corners of multi-brand apparel stores. Choices were limited, sizing guidance was inconsistent, and the experience itself was often uncomfortable.
It was in this environment that Richa Kar and Kapil Karekar launched Zivame, a…
