In a world where choices for lingerie were once confined to mundane cream and black options, Clovia emerged as a revolutionary force, bringing vibrancy, variety, and comfort to the forefront of women’s innerwear.

This blog post unfolds the story of Clovia, a brand that defied norms, challenged giants like Zivame, and carved a niche by unleashing style and alternatives for women.

Founded in 2012 by Neha Kant and Pankaj Vermani, Clovia embarked on a mission to redefine the lingerie landscape.

At a time when Zivame, one of the biggest names in the lingerie industry, dominated the market, Clovia decided to take a bold stance. The founders recognized a gap in the market – the absence of variety and affordability for customers seeking premium innerwear.

Their strategy was clear:

  • offer diverse styles
  • supreme comfort and
  • at prices that were lower than their competition.

The journey of Clovia was marked by strategic decisions that set it apart. Neha and Pankaj made the daring move to slash their prices in half compared to Zivame, all while maintaining the highest quality standards.

The key to this approach was in-house designing and production, which not only ensured quality control but also helped in cutting costs.

This commitment to providing value resonated with customers and propelled Clovia into a prominent position in the lingerie market.

In a significant development, Reliance Retail recognized the potential of Clovia and acquired the brand in a landmark deal worth Rs 950 Crore.

This acquisition not only validated Clovia’s success but also opened doors for further expansion and innovation.

Clovia’s business strategy revolves around understanding and catering to the diverse needs of its customer base. With a staggering 40 lakh customer base, the brand introduces over 250 styles every month, ensuring that there’s something for everyone.

The product line is not just about functionality; it’s about comfort meeting style. Prices starting from Rs 250 make premium lingerie accessible to a broader audience, democratizing fashion in the intimate wear sector.

What sets Clovia apart is its commitment to inclusivity. The brand recognizes that beauty comes in all shapes and sizes. Hence, it offers lingerie based on the perfect size, type of outfit, and even the occasion. From bras and panties to nightwear and activewear, Clovia has become a one-stop destination for women seeking not just undergarments but an expression of their style and comfort.

Clovia’s impact goes beyond merely offering lingerie; it signifies a departure from the conventional and an embrace of diversity. By eliminating the mundane and introducing a spectrum of colours and styles, Clovia has empowered women to express themselves freely through their innerwear choices.

It’s not just lingerie; it’s a statement of confidence, comfort, and individuality.

Clovia’s journey from a startup in 2012 to a revenue of Rs 500 Crores in 2022 is a testament to its understanding of customer needs and its commitment to breaking barriers in the lingerie industry.

The brand’s relentless pursuit of providing style, comfort, and alternatives has reshaped the landscape, making Clovia a name synonymous with empowerment in women’s intimate wear.