Zivame.com
Zivame.com is an Indian omnichannel intimatewear retailer, backed by Reliance Retail, selling bras, panties, sleepwear, activewear, shapewear, and adjacent apparel to Indian women via its e-commerce site, mobile app, franchise stores, and third-party marketplace.
- Company typePrivate
- Founded2011
- HeadquartersBangalore, India
- Headcount501–1,000
- GTM typeB2C
- OfferingDigital Commerce or Content
What Zivame.com does
Zivame.com is an Indian omnichannel intimatewear and apparel retailer, founded in 2011 and headquartered in Bangalore, that has evolved from an online-only direct-to-consumer brand into a Reliance Retail-backed retail platform selling women's bras, panties, nightwear, activewear, shapewear, swimwear, maternity wear, loungewear, and adjacent categories such as beauty and accessories. The platform is built around a proprietary e-commerce stack accessed via zivame.com and native iOS/Android applications, with FitCode™, a proprietary sizing and bra-fit recommendation tool, and an extensive catalog spanning sizes 28A–46H across more than 24 bra styles and adjacent categories. The company supplements its own private-label brands (Zivame, Zelocity activewear, and exclusive lines such as Marshmallow and Freeform) with licensed collections (Harry Potter, Disney), a third-party seller marketplace, and omnichannel distribution via company-owned and franchise retail stores.
Zivame generates revenue through three primary streams: direct-to-consumer product sales via its own website, app, and physical stores; marketplace commissions from third-party sellers operating on the "Sell on Zivame" platform across lingerie, nightwear, swimwear, jewellery and beauty; and franchise economics from a partner-operated store network requiring an upfront investment starting at ₹20 lakhs per store. Pricing spans a wide range — entry-level girls' tube bras at ₹175, mid-range T-shirt bras at ₹348–₹498, and premium marshmallow padded bras at ₹1,795 — supported by frequent discounting of 40–65%. The company runs an integrated digital marketing stack spanning social media, content/influencer marketing, performance marketing, CRM, and PR-driven brand campaigns such as "Museum of Boobs" and "Makes Room For Change."
The customer base is fragmented across millions of Indian women segmented by use case (everyday lingerie, sports/activewear, sleepwear, shapewear, bridal, maternity, and the Zivame Girls teen line) and lifecycle stage, with a Circle of Radiance loyalty program underpinning retention. Operationally, Zivame has shifted from a pure e-commerce player to an omnichannel retailer, with 501–1,000 employees, planned rollouts of 60–80 franchise stores in tier-2/tier-3 cities, exploratory expansion into Southeast Asia and kidswear, and recent achievement of profitability following Reliance Retail's acquisition and integration.
Zivame.com firmographics
Firmographics- Name
- Zivame.com
- Legal name
- Reliance Retail Limited
- Website
- https://zivame.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Zivame.com is an Indian omnichannel intimatewear retailer, backed by Reliance Retail, selling bras, panties, sleepwear, activewear, shapewear, and adjacent apparel to Indian women via its e-commerce site, mobile app, franchise stores, and third-party marketplace.
- Ownership category
- akta.pro rank
Zivame.com industry classification
Industry- Product category
- Women's Intimatewear and Lingerie
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
- akta.pro secondary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
Keywords
Where Zivame.com is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Zivame.com business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct Product Sales: Zivame generates revenue through direct online sales of lingerie, sleepwear, activewear, shapewear, panties and other intimate wear products to consumers through its e-commerce platform and physical stores. Products are sold at various price points ranging from budget to premium segments.
- Marketplace Commission: Zivame operates a seller marketplace where third-party brands can sell their products (lingerie, nightwear, swimwear, jewellery, beauty) on the platform, earning commission on transactions.
- Franchise Revenue: Zivame generates revenue through franchise store model where franchise partners open physical retail stores under the Zivame brand, paying franchise fees and purchasing inventory.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget segment - Girls/Teens bras and basic styles |
| Unit Pricing | Pay-as-you-go | Mid-range everyday essentials |
| Unit Pricing | Pay-as-you-go | Premium and specialty products |
| Unit Pricing | Pay-as-you-go | Value packs and sets |
| One time/ perpetual license | Multi-year contract | Franchise investment |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Zivame.com product offering
Product offeringCore offering
Zivame is an Indian omnichannel intimatewear brand that sells bras, panties, nightwear, activewear, shapewear, swimwear, maternity wear, loungewear, bridal lingerie, and adjacent apparel categories to women across India through its e-commerce platform, mobile apps, franchise retail stores, and a third-party marketplace. Products are sold under Zivame's own private labels, sub-brands such as Zelocity, and licensed character collections including Harry Potter and Disney.
Product overview
Zivame.com is an Indian omnichannel intimatewear and apparel brand backed by Reliance Retail, operating as a unified e-commerce platform and retail chain. The core product portfolio centers on women's intimatewear (bras, panties), supplemented by adjacent categories including nightwear/sleepwear, activewear, shapewear, swimwear, maternity wear, and loungewear. The company operates its own private-label brands (Zivame, Zelocity for activewear) alongside third-party brands, while also offering licensed character collections (Harry Potter, Disney). Notable innovations include the FitCode sizing tool and specialized product lines like Marshmallow Bras and Freeform wire-free bras. The platform serves consumers through both online (website, mobile app) and offline (franchise store network) channels, with expansion planned for Southeast Asia markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Zivame Bras
Quantifiable outcome
- Recently achieved profitability after omnichannel transformation
- +2 more outcomes
Companies that use Zivame.com
Customer profileNamed customers1 record
Segments8 records
Ideal customer profiles4 records
Zivame.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature1 record
Zivame.com partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Third-Party Sellers (Marketplace)minorVarious third-party brands sell products on Zivame's marketplace platform in categories including lingerie, nightwear, swimwear, jewellery, and beauty. Brands include Jockey, Clovia, Triumph, Amante, Wacoal, and others.
- Franchise PartnerscoreFranchise partners open and operate Zivame retail stores across India in tier-1, tier-2, and tier-3 cities. Investment starts from ₹20 lakhs with 500-700 sq. ft. stores in high-footfall locations.
Scale indicators5 records
Recent moves2 records
Expansion highlights6 records
Zivame.com competitors and assessment
Company assessmentDirect peers
- Amante: Indian lingerie brand (MAS Holdings) offering bras, panties, sleepwear, and activewear targeted at Indian women. Direct competitor with overlapping product mix, similar positioning, and omnichannel retail presence in India.
- Clovia: Indian online-first lingerie and intimatewear brand also acquired by Reliance Retail, offering bras, panties, sleepwear, and activewear. Clovia is the most direct competitor given overlapping product mix, target demographic, and shared Reliance Retail parent ownership.
- Enamor: Indian premium lingerie brand offering bras, panties, sleepwear, and shapewear through exclusive retail stores and online. Direct peer in the premium intimatewear segment targeting similar urban Indian women consumers.
- Jockey India: Jockey International's India operations selling innerwear, loungewear, and activewear through retail and online channels. Jockey is among the top innerwear brands sold on Zivame's marketplace and a direct competitor in bras, panties, and athleisure.
- Wacoal India: Japanese intimatewear brand's Indian operations offering bras, panties, and shapewear. Wacoal is among the premium brands distributed on Zivame's marketplace and competes in the same mid-to-premium intimatewear price band.
- Lovable Lingerie: Indian innerwear and lingerie brand (Lovable Lingerie Limited) offering bras, panties, sleepwear, and activewear through retail and online. Direct competitor with comparable mass-to-mid market positioning and similar omnichannel retail presence in India.
- Triumph India: Global lingerie brand's Indian subsidiary offering bras, panties, and shapewear through branded retail stores and online. Triumph competes directly in the premium lingerie segment and is also distributed on Zivame's marketplace.
Broad incumbents
- Victoria's Secret: Global lingerie leader that has entered India through retail partnerships and online channels. Comparable as a brand-led lingerie retailer with similar product taxonomy (bras, sleepwear, beauty) targeting women, though operating at significantly larger international scale.
- Nykaa Fashion: Indian fashion and beauty retailer (FSN E-Commerce) extending the Nykaa brand into apparel and intimatewear. Comparable as a digitally-native Indian retail brand expanding into intimatewear and adjacent categories with omnichannel ambitions.
- Myntra: One of India's largest fashion e-commerce platforms owned by Flipkart/Walmart, selling lingerie, activewear, and intimatewear from multiple brands. Overlaps with Zivame's online lingerie and loungewear categories through a broader multi-brand marketplace model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Zivame.com social profiles
Digital presenceZivame.com compliance and trust
Trust signalCompliance1 record
Zivame.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zivame.com leadership team
Management profileNumber of profiles
Zivame.com funding detail
Funding detailFunding overview
Funding rounds8 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zivame.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Zivame.com
What does Zivame.com do?
Zivame is an Indian omnichannel intimatewear brand that sells bras, panties, nightwear, activewear, shapewear, swimwear, maternity wear, loungewear, bridal lingerie, and adjacent apparel categories to women across India through its e-commerce platform, mobile apps, franchise retail stores, and a third-party marketplace. Products are sold under Zivame's own private labels, sub-brands such as Zelocity, and licensed character collections including Harry Potter and Disney.
Is Zivame.com a public or private company?
Zivame.com is a private company. It is classified as corporate owned and is currently operating.
When was Zivame.com founded?
Zivame.com was founded in 2011. It employs 501 to 1,000 people.
Where is Zivame.com based?
Zivame.com is headquartered in Bangalore, India, in the Asia region.
How does Zivame.com make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are marketplace Commission and franchise Revenue.
Who are Zivame.com's main competitors?
Direct peers on record are Amante, Clovia, Enamor, Jockey India, Wacoal India, Lovable Lingerie and Triumph India. Broad incumbents are Victoria's Secret, Nykaa Fashion and Myntra.
Does Zivame.com have an API?
No public API is recorded for Zivame.com.
What industry is Zivame.com in?
Zivame.com's product category is Women's Intimatewear and Lingerie. Its primary akta.pro industry code is CRAAABAF, Intimates, Lingerie & Sleepwear Retail, with a secondary code of CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands. Its NAICS code is 45811 and its SIC code is 5621.