Can Zivame’s Focus On Tech And Community Solve The Lingerie Problem For Women in India?

Can Zivame’s Focus On Tech And Community Solve The Lingerie Problem For Women in India?

SUMMARY

Amisha Jain joined in as new CEO at Zivame in May 2018

Zivame is betting high on product and merchandise innovation

It claims to be strongly positioned to grow at more than 70% YOY for the next 5 years

Between 2017 and 2018, the Indian ecommerce industry went through one of its most turbulent times. The 2016 funding winter had left the investors sceptical about new players, while funds were drying up for many startups, and losses were forcing companies such as Snapdeal to restructure their operations, while many others had to shut shop. Even ecommerce unicorn Flipkart was facing a management shuffle, with its cofounders stepping down and Kalyan Krishnamurthy of Tiger Global taking over as Group CEO. The situation at the lingerie retailer Zivame was no different.Finally, the search ended with Amisha Jain, who became Zivame CEO in May 2018.For us, this is not an everyday garment. This is the first most important garment that she wears everyday. – Amisha Jain“So when a 40-year-old woman writes to Zivame how her 75-year-old mother got her right size now, Zivame has certainly changed the game there.”“We are a new-age company, a digital company and we look at technology as a big and extremely important tool which allows us to bring a significant impact on the life of a woman.” – Amisha Jain“Tomorrow if you want to shop through WhatsApp or Snapchat, you want to shop online, or a store, we want to make sure that brand Zivame is available to her wherever she wants to shop,” she added.

Grappling with an over 80% increase in losses, and just 38% growth in net sales in FY16, Zivame team was struggling to continue its survival. As expected, the company went through a serious strategy and management revamp. Zivame re-instituted its marketplace model, pivoting from the then private label model. Then Zivame founder and CEO Richa Kar stepped down in what was called an investor-led rejig in January 2017.

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