A new online lingerie retailer based in Bangalore has raised more than $40 million (£26 million) to revolutionise the way women in India buy lingerie.
Zivame, a four-year-old start-up, said it will use the investment to provide a private and convenient shopping experience for women.
The investment was led by Zodius Technology Fund and Khazanah Nasional Berhad, a fund belonging to the Malaysian government, reports TechCrunch.
Co-founders Richa Kar and Kapil Karekar said they started Zivame to reimagine the lingerie industry and the difficulties within the lingerie buying experience in India.
“Women’s bodies are many different shapes and sizes, and retailers often can’t cover all body types. That means many women (who shop in stores) are forced to compromise on size,” Kar told TechCrunch.
In India, most lingerie stores are staffed by men, which can make shopping for bras and underwear feel awkward.
“We want to empower women to shop for their most intimate wear in the most intimate environment – their mobiles,” Kar told Tech Asia. Around 60% of Zivame’s traffic comes from mobile devices.
Zivame operates solely online, but the retailer plans to open 100 physical stores in India’s top cities within the next two years.
The retailer stocks more than 50 brands, including Panache, Miraclesuit, By Caprice, Freya, Claudette and Jockey.