What Clovia does

Clovia, operated by Purple Panda Fashions Limited, is an Indian full-stack intimate wear brand founded in 2013 and headquartered in the Delhi-NCR region. The company designs, manufactures, and sells bras, panties, nightwear, activewear, shapewear, and accessories, supported by a catalog of more than 1,000 styles across 50+ sizes designed for nine Indian body types, with 200+ new styles launched monthly. The technology stack includes proprietary customer-facing tools — a Bra Size Calculator, CloviaCurve Fit Test, and Period Tracker — alongside a backend system that uses sales-pattern and customer-feedback data to forecast demand and plan manufacturing quantities.

The business operates a direct-to-consumer model spanning its own e-commerce website, mobile app (iOS and Android), exclusive branded retail outlets, leading Indian retail chains, Amazon India, and — since Reliance Retail Ventures Ltd's 89% acquisition in 2025 for Rs 950 crore — Reliance Retail's nationwide store network. Pricing is value-oriented and bundle-driven (bras from Rs 349, panties from Rs 299, with multi-item bundles), targeting a broad base of Indian women and expanding segments including teens, bridal/maternity customers, plus-size consumers, and, via the John Players and Clovia Cubs sub-brands, men and children. The portfolio also includes an ultra-premium tier, Clovia Exclusive, and licensed collections from Disney, Marvel, Looney Tunes, Stranger Things, and Squid Game.

Clovia has built a customer base of 5–10+ million consumers across 2,500+ Indian cities, shipping approximately 1.3 million products per month. Following the 2025 change of control to Reliance Retail, the brand sits alongside Zivame and Amante within the parent's innerwear portfolio, with founding management retaining an 11% stake and operational continuity in brand and product.

Name

Clovia

Legal name

PURPLE PANDA FASHIONS LIMITED

Website

https://clovia.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

251–500 employees

Short description

Clovia is an Indian full-stack intimate wear brand selling bras, panties, nightwear, activewear, shapewear, and accessories via D2C, retail, and Reliance Retail's network, serving 5–10+ million consumers across 2,500+ cities.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel & Innerwear

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599), Clothing and Clothing Accessories Retailers (45811)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE)

Keywords

• Women's intimate apparel
• Lingerie and innerwear
• Bras and panties
• Sleepwear and loungewear
• Activewear and shapewear

Headquarters

HQ city

Noida

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Clovia sells directly to consumers through its website and mobile app, generating the primary revenue stream
2. Retail Store Sales: Revenue from exclusive retail outlets and presence in leading retail chains across India
3. Reliance Retail Partnership: Following 89% acquisition by Reliance Retail Ventures Ltd, Clovia benefits from Reliance's retail infrastructure and distribution network

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Clovia is a full-stack Indian intimate wear brand that designs, manufactures, and sells bras, panties, nightwear, activewear, shapewear, swimwear, men's innerwear, and kids' nightwear, with an in-house design and controlled manufacturing model selling through its own e-commerce site, mobile app, exclusive retail outlets, and partner retail chains across India.

Product overview

Clovia is a full-stack Indian intimate wear brand that operates as a unified product portfolio centered on lingerie and innerwear for women. The core offering includes Bras (1000+ styles across 50+ sizes), Panties, Nightwear, Activewear, and Shapewear—all designed in-house with manufacturing in controlled facilities. The brand has expanded into sub-segments including John Players (men's innerwear), Clovia Cubs (kidswear), and an ultra-premium Clovia Exclusive line. Clovia's digital ecosystem includes a mobile app, Bra Size Calculator, CloviaCurve Fit Test, and Period Tracker tools. Products are sold through owned e-commerce channels, exclusive retail outlets, and leading chain stores across India, with the company now majority-owned by Reliance Retail (89% stake acquired for Rs 950 crore).

Differentiator

Problem solved

Functional benefit

Brands

• John Players: Men's innerwear brand featuring briefs, trunks, vests, boxers, and socks with fun prints and themes including Marvel and sports club merchandise.
• Clovia Cubs
• Clovia Exclusive

Products and services

• Clovia Bras Core intimate apparel category: 1000+ bra styles in 50+ sizes (32B to 44F) for 9 Indian body types, including T-Shirt Bras, Push-Up Bras, Bralettes, Balconette, Full Figure, Strapless, Sports Bras, Plus Size Bras, Bridal Bras, and more across cotton, lace, polyamide, padded/non-padded/underwire variants.
• Clovia Panties Core intimate apparel category: Hipsters, Bikini, Thongs, Boy Shorts, Boyleg across high/mid/low waist in cotton, lace, polyamide, and modal fabrics, plus bridal, sexy, maternity, tummy tucker, and seamless panties.
• Clovia Nightwear Sleepwear collection including Nightsuits, Nighties, Babydolls, Top & Shorts Sets, Top & Pyjama Sets, Nighty & Robe Sets, Camisoles, Pyjamas, and Joggers in cotton, lace, satin, velour, and rayon fabrics, with licensed collections from Disney, Looney Tunes, Stranger Things, and Squid Game.
• Clovia Activewear Sportswear range: high/medium/low-impact Sports Bras, Active T-Shirts, Crop Tops, Active Jackets, Tights & Pants, Active Shorts, Cycling Shorts, and Co-ords designed for gym, yoga, dance & zumba, aerobics, running, walking, and cycling.
• Clovia Shapewear Shapewear collection featuring Saree Shapewear, Tummy Tuckers, and Thigh Shapers designed to target bulges around waist, hips, thighs, and tummy with inner silicon taping for anti-slip grip.
• Clovia Swimwear Swimwear collection including Bikini sets, Monokinis, Beach Dresses, and Kaftans designed for beach and resort wear.
• John Players Men's Innerwear Men's innerwear line under the John Players sub-brand offering briefs, trunks, vests, boxers, and socks with fun prints and licensed Marvel and sports club themes.
• Clovia Cubs Kidswear Kids' nightwear collection under the Clovia Cubs sub-brand crafted from 100% cotton with quirky, pun-intended prints.
• Clovia Exclusive Ultra-premium in-store and online range of bras, panties, nightwear, activewear, and shapewear crafted with high-grade materials and backed by international technology, available both online and at exclusive retail outlets.
• Clovia Accessories Accessories including fashion stockings and bra accessories complementing the core intimate apparel range.
• Clovia Mobile App Clovia's proprietary mobile commerce app on iOS and Android, offering user-friendly shopping experience with special in-app offers, coupon codes, and secure checkout for the full Clovia assortment.

Quantifiable outcome

• Ships 1.3 million products monthly to 5+ million customers across 2,500+ cities
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Enamor: Indian premium lingerie brand focused on bras, panties, and shapewear. Comparable to Clovia in core intimate-wear category and women's segment, though positioned at a higher price tier.
• Lovable: Established Indian intimate apparel brand offering bras, panties, and nightwear across mass and mid-tier price points. Comparable to Clovia in product breadth, channel mix (D2C plus retail), and India-only focus.
• Zivame: India's pioneering online lingerie D2C brand, now also owned by Reliance Retail Ventures Ltd. Direct competitor to Clovia in intimate wear, e-commerce first, and operating in the same distribution network post-Reliance consolidation.
• PrettySecrets: Indian D2C lingerie and loungewear brand targeting young women with affordable, fashion-forward intimate wear. Closely comparable to Clovia in product mix, target demographic, and value-oriented positioning.
• Amante: India-focused lingerie and intimate apparel brand under MAS Holdings, also owned by Reliance Retail. Overlaps directly with Clovia across bras, panties, and nightwear with similar omnichannel distribution strategy.

Broad incumbents

• Calvin Klein (PVH Corp.): Global fashion brand with a strong intimate apparel and loungewear line, including branded innerwear sold in India via department stores and Calvin Klein stores. Comparable as a premium intimate-wear competitor targeting younger Indian consumers.
• Victoria's Secret: World's largest specialty lingerie brand, with growing but still limited India presence through select stores and online channels. Comparable as a global intimate-wear aspirational brand competing for the same millennial women in metro India.
• Triumph International: Global intimate apparel leader with significant India presence through standalone stores and department-store distribution. Comparable to Clovia in bras and lingerie core, but operates with global scale and a higher price-tier focus.
• Jockey (Page Industries): One of India's leading innerwear brands across men's, women's, and kids' categories via Page Industries licensing. Comparable to Clovia in intimate wear and adjacent categories, with much broader portfolio and offline reach.

Others

• Nykaa Fashion (Lingerie category): Beauty and fashion retailer Nykaa operates a dedicated lingerie and intimate wear category on its platform, hosting multiple brands including Clovia. Comparable as a D2C distribution channel and aggregator competing for the same online lingerie shopper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Cloviafashions

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Clovia