In a society where discussing lingerie was once considered taboo, Richa Kar emerged as a trailblazer, revolutionizing the way Indian women perceive and purchase intimate apparel. As the co-founder of Zivame, India’s largest online lingerie brand, Richa’s journey is a testament to vision, resilience, and empowerment.
Richa Kar’s entrepreneurial journey began with a keen observation during her tenure at SAP, where she worked on a project related to Victoria’s Secret. She realized that Indian women faced significant challenges when purchasing lingerie ranging from discomfort discussing preferences with male sales staff to difficulty finding the right fit. Recognizing this gap, Richa envisioned an online platform that would offer privacy, variety, and expert guidance. In 2011, with an initial investment of ₹35 lakh, she co-founded Zivame, a name derived from the Hebrew word “Ziva,” meaning radiance, symbolizing the confidence and empowerment the brand aimed to instill in women.
Launching Zivame was not without its challenges. The concept of online lingerie shopping was novel in India, and societal taboos surrounding intimate wear posed significant hurdles. Convincing women to embrace online shopping for lingerie required breaking deep-seated cultural norms. Additionally, logistical issues such as ensuring accurate sizing and timely deliveries added to the complexity. Richa also faced initial resistance from her family, particularly her mother, who found the idea unconventional. However, Richa’s determination and belief in her vision eventually won their support.
To address the challenges, Richa implemented several innovative strategies. She leveraged technology to offer personalized fitting consultations and a “Try at Home” service, allowing customers to experience products in the comfort of their homes. Zivame’s platform featured over 5,000 styles and sizes, catering to diverse body types. The brand also launched educational campaigns focusing on body positivity, proper fit, and intimate health, thereby normalizing conversations around intimate wear. By building trust and providing a seamless shopping experience, Zivame gradually gained acceptance among Indian women.
Under Richa’s leadership, Zivame experienced significant growth. The company attracted substantial investments, including a $3 million funding round in 2012 and $40 million in 2015, enabling expansion into tier 2 and tier 3 cities. In 2020, Zivame was acquired by Reliance Retail, marking a significant milestone in its journey. Despite stepping down as CEO in 2017, Richa remains on the board of directors, continuing to influence the brand’s strategic direction. Looking ahead, Zivame aims to further expand its product offerings and reach, solidifying its position as a leader in the intimate wear industry.
Richa Kar’s journey underscores the importance of identifying market gaps and daring to challenge societal norms. Her story teaches us that success often involves taking calculated risks, embracing innovation, and staying true to one’s vision. By prioritizing customer needs and fostering an inclusive environment, Richa has not only built a successful business but has also contributed to empowering women across India.
