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- What inspired you to launch the brand?
The idea behind Clovia was born out of a very real gap we noticed in the Indian lingerie market. There was a clear lack of diversity, affordability, and high-quality options that actually catered to Indian body types and preferences. We saw an opportunity to build a brand that was not only inclusive and fashionable but also addressed specific pain points Indian women faced when shopping for intimate wear. That vision led to the creation of Clovia.
- Today, Clovia operates across 57 cities with over 5,000 retail touchpoints. What’s been key to this kind of growth?
Our customer-first mindset has played a huge role. We've focused on offering high-fashion, solution-oriented products that are designed specifically for Indian women. By manufacturing locally and staying close to our customers’ feedback and needs, we’ve been able to rapidly scale while maintaining quality and relevance. We’re not just selling lingerie—we’re solving real problems in a highly personalized way.
- Clovia is known for its innovation and inclusivity. Could you share more about how that’s built into the product development process?
Absolutely. Innovation and inclusivity are at the heart of everything we do. We offer more than 2,000 styles across 50+ sizes, tailored to nine distinct Indian body types. That kind of personalization is possible because of our tech-first approach. We use proprietary algorithms and a tool we call the “Clovia Curve Fit Test” to gather real-time customer feedback and purchase behaviour. This data-driven model allows us to design products that truly fit and appeal to our customer base. It also ensures we maintain a responsive supply chain capable of producing over 5,000 styles and shipping around 1.3 million units every month.
- You’ve implemented a strong omnichannel strategy. How has that benefited the brand?
Going omnichannel was a natural evolution for us. While e-commerce remains a key pillar, we’ve expanded into offline retail with over 85 exclusive brand outlets and partnerships with platforms like Myntra, Nykaa, Amazon, Flipkart, Zepto, and Blinkit. We also leverage technology to enhance customer interaction—our WhatsApp-based BOT, for instance, saw over 200,000 users in its first month. It helps with both product discovery and customer support, simplifying the shopping experience.
- Clovia offers a wide product range. How do you maintain the balance between fashion, function, and affordability?
That balance is really the essence of our design philosophy. Every product we create—whether it’s a bra, shapewear, nightwear, or activewear—is made with premium fabrics, attention to fit, and a strong focus on style. But at the same time, we’re deeply aware of price sensitivity in our market. Our retail teams, including in-store fitting experts, are trained to help customers find their perfect fit in under two minutes, making the experience both efficient and enjoyable.
- Clovia’s acquisition by Reliance Retail was a significant milestone. What does this partnership mean for the future of the brand?
Joining forces with Reliance Retail has been transformative. With their extensive retail infrastructure and deep understanding of the Indian market, we now have the resources and reach to scale even faster. This partnership allows us to expand both our footprint and our innovation capabilities, ultimately helping us serve millions more customers across the country.
- As a brand, Clovia promotes confidence and self-expression. How do you see the brand evolving in the years to come?
Clovia is much more than just a lingerie brand—we’re a brand that celebrates individuality and confidence. Going forward, we want to continue empowering women through fashion-forward, functional, and accessible products. With the support of our technology, our team, and now our partnership with Reliance, we’re well-positioned to redefine intimate wear and everyday essentials for modern Indian women.
