The lingerie and personal care market in India is experiencing dynamic growth, fueled by rising consumer awareness and the expansion of online retail channels. Increased internet penetration and changing social attitudes have driven demand for diverse, high-quality products that cater to various body types and preferences. However, customers face challenges such as limited availability of diverse sizes and styles, lack of accurate fitting guidance, and discomfort with traditional in-store shopping experiences. Many women struggle with finding well-fitting, high quality products at affordable prices. Clovia, a prominent Indian lingerie and personal care brand, revolutionizes the market with its innovative, highquality products and customer-centric approach. Offering a wide range of affordable and stylish lingerie, the firm caters to diverse needs and body types.

Clovia’s inception in 2013 was driven by the need to revolutionize lingerie shopping for Indian women, making it comfortable and accessible. Observing the discomfort women faced in traditional lingerie stores, the firm aimed to provide a wide array of high-fashion lingerie styles at affordable prices. The journey began online, leveraging technology to offer personalized fit solutions like the Bra Size Calculator and Fit Test, which have helped millions of women find their perfect fit. Challenges included educating customers on proper bra sizing and overcoming manufacturing limitations to offer diverse styles. Clovia’s innovative approach, including cutting out middlemen and ensuring strict

quality control, has led to rapid growth. Through efficient production and leveraging customer feedback, Clovia introduced over 200 new designs monthly, with 75 percent of the inventory being less than 30 days old. Today, it serves over 50 lakh women, boasts 75+ exclusive retail outlets, and has expanded into women’s hygiene and personal care with the Skivia range.

Revolutionizing Women's Lingerie with Custom Fit

Clovia’s product lineup includes bras, panties, sleepwear, loungewear, shapewear, swimwear, and activewear, all tailored to fit nine different Indian body types and various life stages. The firm’s bras and panties come in over 1000 styles and 50+ sizes, ensuring a perfect fit for every woman. Its sleepwear and loungewear collections prioritize comfort and style, while shape wear provides practical support and a flattering silhouette. The swimwear and active wear ranges are designed for functionality and fashion, catering to fitness enthusiasts and beachgoers alike. Additionally, the firm has expanded into personal care with its Skivia range, offering natural alternatives for skincare and haircare needs. The Clovia app enhances the shopping experience with tools like the Bra Size Calculator and Fit Test, ensuring customers find the perfect products for their unique requirements.

Clovia stands out through its customer-centric approach, leveraging extensive customer feedback to refine and innovate its product offerings continually. The brand’s ability to launch over 200 new styles monthly ensures a constantly updated inventory, catering to evolving fashion trends. The firm’s active engagement on social media, through creative content and influencer collaborations, strengthens its connection with Gen-Z and millennial audiences. Moreover, Clovia’s playful, educational content on social media fosters a vibrant community and normalizes conversations around lingerie. The company’s expansion into quick commerce platforms like BlinkIt and Zepto further enhances accessibility and convenience for customers. The company’s commitment to sustainability is evident in its selection of high-quality, comfortable fabrics, emphasizing premium materials that are both fashionable and eco-friendly. The firm’s blend of online convenience, innovative technology, and offline presence truly sets it apart in the competitive lingerie and personal care market.

Clovia has sold in 70+ EBOs, 1000+ large format stores, and 2000+ MBOs. Clovia plans to expand further with a mix of franchise and owned store models in addition to general & modern trade. The firm plans to venture into men’s innerwear and kids’ wear, further broadening its market reach. “The company aims to deepen its category expansion within women’s life stages while enhancing its technological capabilities to improve customer experience”, says Neha Kant, Founder and Chief Revenue Officer.