Richa Kar stands out in the world of Indian e-commerce. She’s the co-founder of Zivame, an online lingerie store that has completely changed the way Indian women shop for their undergarments. By challenging old norms and promoting body positivity, she has changed the market and inspired many new entrepreneurs across the country. Let’s look at how Richa started Zivame, how it has changed the lingerie industry, and how it has had a bigger impact on empowering women and encouraging entrepreneurship in India.
How Zivame Began
Richa Kar noticed something big: shopping for lingerie in India wasn’t great.
Before the era of online shopping, women in India had to buy their undergarments from nearby clothes shops, which often lacked privacy and variety. Richa, armed with her retail and marketing background, saw an opportunity to make a difference after conducting market research on global lingerie businesses at her previous job. Recognizing this gap, she bravely launched Zivame in 2011, providing women with a convenient and private way to shop for lingerie online.
Right from the start, Zivame was a hit. It tackled taboo topics and overcame many challenges to become a business worth over $200 million. For instance, Zivame introduced a wide range of sizes and styles, breaking the stereotype that lingerie is only for a certain body type. This move not only revolutionized the industry but also empowered women to embrace their unique bodies. Richa ensured the website had clear descriptions and good photos of the products, helping customers trust what they were buying online. Purchasing factors such as material, fitting, size, and much more were easy to gauge, which, in turn, enhanced the consumer’s trust and willingness to purchase online.
Getting the Money to Grow
Zivame’s start was modest. Richa used an initial investment of 30 lakhs from friends and family to open a small office. Just five hours after starting, she got her first order. And, as the business grew, it was clear that more funds were required to keep up with demand. Richa managed to raise $9 million from big investors like IDG Ventures and Kalaari Capital, which helped her expand Zivame’s reach, improve the technology, and grow the team to 200 people within three years.
This funding journey was not without its challenges. Richa had to convince these investors of the potential of her business and its ability to disrupt the traditional lingerie market. Her success in securing these funds not only validated her business model but also paved the way for Zivame’s rapid growth and expansion.
A key moment in Zivame’s growth was when Richa met Vani Kola from Indo-US Venture Partners. Their shared vision and enthusiasm helped secure the funding Zivame needed to become a leader in the market.
Changing How Women Shop for Lingerie
At the core of Zivame’s triumph is its unwavering focus on customer needs. Under Richa’s guidance, Zivame introduced game-changing features like virtual fitting rooms and discreet packaging, significantly reducing the stress of lingerie shopping for women. By leveraging technology and data, Zivame ensured that each customer found exactly what she needed, establishing itself as a trusted name in the lingerie industry.
Moreover, earlier, women were limited in choices as lingerie and innerwear for women, in general, were considered taboo. Women preferred to have just the fit and comfort right, while other factors such as colour, shape, and others were never considered. But with Zivame, many had the option to choose various fits, colours, and types of lingerie that were diverse.
This diverse product range not only catered to women’s individual preferences but also challenged the societal taboos around lingerie, empowering women to make choices based on their personal style and comfort.
Empowering Women
More than just selling lingerie, Zivame and Richa Kar have helped women feel confident and comfortable in their own skin. The brand has been a safe space for women of all sizes to explore and enjoy their femininity.
Richa’s campaigns around body positivity have struck a chord with many women, helping them embrace themselves just as they are. For instance, Zivame’s ‘Love Yourself’ campaign encouraged women to celebrate their bodies, regardless of societal standards. This initiative not only resonated with women but also challenged the prevailing notions of beauty, making a significant impact on women’s empowerment.
Also read: 9th Shakti International Women Entrepreneurs Summit: Highlights
Inspiring New Entrepreneurs
Richa’s work with Zivame has also sparked a lot of interest in entrepreneurship, especially among women. She’s shown that with a good idea and a lot of hard work, you can really make a difference. Richa continues to mentor and support up-and-coming entrepreneurs, pushing for more diversity and inclusion in the business world. For instance, she has launched a mentorship program for women entrepreneurs, providing them with guidance and resources to start and grow their businesses. This initiative has not only empowered these women but also contributed to the overall growth and diversity of the business ecosystem.
Richa Kar’s story with Zivame is a powerful example of how a great idea can lead to big changes, not just in an industry but in society at large. Her dedication to customer satisfaction and her efforts to empower women continue to inspire and make a difference in the lives of many.