Amid societal taboos surrounding lingerie shopping in India, Richa Kar emerged as a pioneer by founding Zivame, an e-commerce platform that has transformed the way Indian women experience intimate wear.

Richa’s journey from an MBA to a Rs. 800 crore revenue company is not just a business success story but a narrative of breaking societal norms and empowering women.

The Genesis of Zivame:

The idea behind Zivame was born out of Richa’s personal experience and the realization of the discomfort many Indian women face while shopping for lingerie.

The hushed nature of the category led to various myths and misconceptions, creating an atmosphere of unease.

Richa identified an opportunity in the e-commerce space to address these issues by providing a platform that offers convenience, comfort, inclusivity, and privacy.

Challenges in the Lingerie Industry:

The lingerie industry in India faced several challenges, including the stigma attached to the category and the discomfort associated with the traditional brick-and-mortar shopping experience. Issues such as male shopkeepers, dingy stores, and the absence of guidance further exacerbated the problem. Richa Kar saw an opportunity to revolutionize the industry by creating a platform that addresses these challenges.

Zivame’s Unique Proposition:, founded in 2011, is not just an e-commerce platform; it’s a solution for every stage in a woman’s life.

From lingerie and activewear to swimwear, maternity and nursing wear, and a Plus Size Collection, Zivame offers a comprehensive range with discreet packaging.

The platform’s inclusive approach aims to cater to diverse preferences and body types, embracing the unique needs of every woman.

Features and Services:

One of Zivame’s standout features is the “Fit Consultant.”

This personalized service allows women to receive expert fittings and style recommendations tailored to their preferences and body types. Zivame’s mission goes beyond selling lingerie; it is about empowering every woman with the confidence, comfort, and choices she deserves.

Empowering Women:

Richa Kar’s vision for Zivame goes beyond the business aspect.

It is about challenging societal norms, breaking free from taboos, and creating a space where women feel empowered and confident.

Zivame encourages women to “Love Yourself Inside Out,” promoting self-love and body positivity.

Business Success and Revenue Growth:

From its inception, Zivame has steadily grown into a powerhouse in the lingerie industry.

The platform’s commitment to providing a seamless and empowering shopping experience has resonated with women across the country.

With an impressive Rs. 800 crore in revenue, Zivame has not only disrupted the lingerie market but has also become a symbol of progress and change.


Richa Kar’s journey from personal discomfort to founding Zivame showcases the transformative power of entrepreneurship in challenging societal norms.

Zivame is more than an e-commerce platform; it is a movement that empowers women to embrace their bodies, break free from stereotypes, and celebrate their individuality.

As Zivame continues to redefine the lingerie shopping experience, it stands as a testament to the impact businesses can have in fostering inclusivity and empowering women in every aspect of their lives.