Zivame Lands $38M To Change How Ladies In India Purchase Their Lingerie
Zivame, an internet retailer that desires to revolutionize the (typically awkward) means that ladies in India purchase their underwear, has closed a $38 million Collection C spherical.
The funding is led by new backers Zodius Know-how Fund and Khazanah Nasional Berhad, a fund belonging to the Malaysian authorities, with participation from present buyers Unilazer, IDG Ventures and Kalaari Capital.
The 4-yr-previous firm, which has now raised over $forty five million in capital, stated it should use the recent cash to develop its enterprise to India. Particularly, CEO and co-founder Richa Kar stated that the corporate will introduce bodily “expertise shops” — the place ladies could be fitted and search non-gross sales recommendation on their measurement — whereas the Zivame service will transfer to include group-based mostly options to assist its feminine buyers commerce suggestions, manufacturing opinions and extra.
Much less Awkward, Higher Becoming
Kar informed TechCrunch that she and co-founder Kapil Karekar began Zivame to reimagine the lingerie business and the difficulties inside the lingerie shopping for expertise in India.
“Ladies’s our bodies are many totally different styles and sizes, and retailers typically can’t cowl all physique varieties. Meaning many ladies (who store in shops) are pressured to compromise on measurement,” she stated.
Kar added that the bodily retail expertise is usually troublesome for ladies, who might have to go to a retailer staffed by males to purchase underwear, whereas few retailers supply the requisite becoming providers to get a lady’s measurement, and thus the match of her underwear, proper.
“We’re serving to Indian ladies really feel much more revered,” she stated. “[We aim to] completely liberate Indian ladies in comparison with the offline retail course of.”
Zivame overcomes these points by stocking a variety of various sizes and varieties of underwear to make sure that there’s one thing for each sort if lady. The corporate’s web site provides easy tips and a video to assist buyers measure themselves, however its upcoming bodily expertise shops can supply an much more private strategy for these who’re much less sure, or unaware totally, of on-line providers.
“Our expertise shops are aimed toward enhancing the buyer connection,” Kar defined. “Clients can stroll in and have a customized expertise to get their measurement, grow to be conscious of their bust form, and know the type of merchandise that they might purchase. We gained’t be promoting there, however guests can place an order if they want.”
Zivame plans to have one hundred of those places operational throughout India’s prime tier cities inside the subsequent two years. Kar stated that the preliminary rollout will occur in Bangalore, however the firm will its take its time and never increase this system till it’s absolutely glad with the expertise that it’s providing.
Different expansions — each geographically outdoors of India, and into different product classes — aren’t deliberate at this level. Kar informed us that India can be Zivame’s sole focus for a minimum of the subsequent two years. That stated, she did admit that worldwide expansions could possibly be attainable thereafter because the firm’s know-how is scalable to different nations and places.
Past underwear and bras, the corporate sells swimsuits, night time put on, some sports activities gear and equipment, however any transfer into different verticals would wish to match with its core objectives, the Zivame CEO stated.
“We might get into different product classes, however we’re very targeted on the truth that we’re fixing an issue [with lingerie]. Is there one thing else the place the offline expertise is dangerous, or there’s a small vertical that wants increasing? [We’re focused on] any classes that assist ladies,” Kar defined.
Extra particular, nevertheless, is Zivame’s intention to develop a group of consumers. The corporate already sells one bra per minute and 60 % of gross sales are from its personal-model merchandise, however Kar stated she needs to encourage ladies to debate subjects and share concepts. No specific options have been disclosed, however the basic development — Kar defined — is to let ladies discover and work together with others who share their measurement and physique form. Discovering others with this stuff in widespread could be troublesome in actual life, and Zivame believes its service might be of assist right here, too.
Elsewhere, the corporate has simply launched its first native app — on Android, the preferred platform in India — to focus in on the chance of cellular, which it claimed accounts for 60 % of its visitors.