Zivame Brings Inclusive Intimate Wear to Emerging India with Franchise-Led Growth

• Tell us a bit about your professional journey.

I've spent over two decades in retail, blending strategic vision with hands-on execution. From launching new formats to scaling operations, my journey has always centered around building high-performing teams and creating customer-first experiences. Joining Zivame was a natural extension of that ethos—where innovation meets purpose.

• When did you come on board Zivame? How has the experience been so far?

I joined Zivame in Nov’24, drawn by its bold mission to redefine intimate wear in India. The experience has been energizing—leading retail operations across formats, expanding our footprint, and nurturing a culture of collaboration and excellence.

• Where do you see Zivame 5 years from now?

Zivameis will be the most trusted intimate wear brand in India, with a presence in every major city and deep penetration into tier II and III markets. We’ll lead with tech-enabled retail, inclusive sizing, and a franchise model that empowers local entrepreneurs.

• When did the brand start franchising? How has the franchise journey been?

We began franchising in this year, and it’s been a story of shared growth. We opened our 1st Store in Madurai, followed by Thrissur and Chennai. Our partners bring local insight and passion, while we support them with robust systems and brand equity. It’s a win-win model that’s scaling beautifully.

• What is your management mantra?

Lead with clarity, listen with empathy, and execute with agility. I believe in empowering teams, celebrating small wins, and staying obsessively customer-focused.

• What are Zivame’s expansion plans for FY26?

We’re targeting aggressive growth across metros and emerging cities, with a mix of COCO and franchise stores. Our focus will be on experiential retail, omnichannel integration, and expanding our product portfolio to meet evolving consumer needs.

• How many outlets does the brand have at present and how many of them are franchise-led?

Zivame currently operates 178 stores, of which 3 are franchise-led. The franchise network is a key pillar of our expansion strategy.

• Zivame is present in how many Indian cities?

We’re proud to have a presence in over 64 cities across India, with a growing footprint in tier II and III locations.

• What is the USP of the brand?

Zivame stands for comfort, confidence, and inclusivity. We offer a wide range of sizes, styles, and solutions—backed by expert fit advice and a welcoming retail experience that breaks taboos around intimate wear.

• In your view, how has the intimate wear market evolved over the last 5 years?

It’s shifted from functional to aspirational. Consumers now seek style, comfort, and self-expression. The rise of digital, influencer culture, and body positivity has transformed how intimate wear is perceived and purchased.

• How will it evolve in the next 5 years?

We’ll see hyper-personalization, tech-enabled fittings, and deeper inclusivity. Sustainability and wellness will also shape product innovation, with intimate wear becoming a key part of self-care.

• How have you integrated technology for the brand’s growth and expansion?

From AI-powered fit recommendations to data-driven inventory planning, tech is embedded in our DNA. We use analytics to optimize store performance, personalize customer journeys, and streamline franchise operations.

• How do you plan to cater to the growing markets of tier II and tier III cities?
  Through strategic franchising, hyperlocal marketing, and curated assortments. We’re investing in training, community engagement, and tech tools that empower franchisees to deliver the Zivame experience locally.
  
  
  
• 3 key trends according to you in the intimate wear industry right now?
  • Inclusive sizing and body-positive messaging  
  • Tech-enabled fit and personalization  
  • Rise of functional fashion—intimate wear that blends comfort with style
    
    

• How important has franchising been in the industry? How do you envisage it in the future?

Franchising democratizes retail growth. It allows brands to scale while empowering local entrepreneurs. In the future, it will evolve into a more tech-enabled, performance-driven partnership model.

• How does Zivame support its franchisees?

We offer end-to-end support—from site selection and training to marketing and tech integration. Our goal is to make every franchisee feel like an extension of the brand.

• How does the brand choose its franchisees?

We look for partners who share our values, understand local markets, and are committed to customer experience. Passion, integrity, and operational discipline are key.