International News: Indian Lingerie Website Zevame Proves Successful After its First Year
International Brands Reach Indian Consumers
“Dress to undress. Indulge in stylish sleepwear. Need we say more?" Bold words have been known to help attract attention to a brand and Indian lingerie website Zivame is taking advantage of that by displaying phrases like this front and center on its site and the tactic has seemed to work well since the site has enjoyed its first year online with very successful results.
Launched last August by CEO Richa Kar, the Bangalore-based site was funded by venture capital firms IDG Ventures and Indo-US Venture Partners and is the premier online destination for lingerie shoppers in India.
“Zivame provides International brands the platform to reach Indian consumers residing in over 20,000 pincodes. For consumers, this translates to best possible range of selection from all brands, “ Kar said.
In India the lingerie segment is the highest growth category in women’s apparel, but it is poorly served in bricks-and-mortar stores so e-commerce sites can make something like shopping for lingerie a more comfortable and less awkward experience for female shoppers. The site only carries mid-to upper-range brands of lingerie, mostly from international brands and adding to its success, the website has seen growth in visitor numbers rise from just 6,000 per month after its launch, to see a total of 8 million visitors for the year. The site’s most popular product is the Wonderbra and on the day it was introduced, it drew a crowd of over 90,000 visitors to the Wonderbra pre-booking page and marked the introduction of the product to India’s consumers.
Kar also said, “Zivame started as a small dream of selling lingerie to customers in India who found it inconvenient to shop in many ways. Today we have shipped out more than 110,000 orders and we see women choosing Zivame as their preferred destination to make their intimate purchases.”
E-commerce is booming in India and a website like Zivame is a strong addition to that market and as the website continues to see steady growth, it may be no surprise to see more sites like it added to India’s profitable e-commerce market.
By Ashley Paintsil