Bengaluru-based online lingerie retailer Zivame has raised INR 10 Cr ($1.4 Mn) from Allana Investment and Trading Company in its extended Series C funding round.\r\n\r\nAccording to a MCA filing assessed by Inc42, 22,368 cumulative convertible preference shares (CCPS) were allotted to the investor at INR 4,370.71 per share.\u00a0The funding was first alerted by data intelligence platform paper.vc.\r\n\r\nZivame was founded in 2011 by Richa Kar and Kapil Karekar. It began its operations as an aggregator of lingerie brands. Now along with lingeries, the startup has also forayed into other segments such as activewear, sleepwear and shapewear.\u00a0As of October 2018, the company had set up over 26 brand stores and is currently looking at setting up 100 stores by the end of FY19.\r\n\r\nIn 2016, the company which aggregated products from other brands, pivoted to a private label business in a bid to improve its margins and thereby boost its revenues.\u00a0The strategy paid of a year later when the company \u00a0recorded a 56.4% increase in its revenues for the financial year 2017-18 at $12.81 Mn (INR 94.26Cr) from $8.19 Mn (INR 60.25 Cr) in the previous year.\r\n\r\nThe etailer counts companies such as \u00a0Unilazer Ventures, IDG Ventures India, Kalaari Capital, Ratan Tata as its investors. The early-stage technology investment firm, Zodius Capital is responsible for controlling almost 45% stake in Zivame.\r\n\r\nIn a What The Financials analysis, Inc42 DataLabs noted that Zivame and Clovia are currently dominating the Indian online lingerie segment.\r\n\r\nIn January, Delhi-based lingerie startup Clovia has raised $10 Mn in a Series B funding round led by AT Capital. According to startup, \u00a0the fresh funds will be used for its product and technology development, scaling up the brand portfolio, expanding to newer geographies, increasing operational efficiencies and strengthening the team.\r\n\r\nAccording to a report by Franchise India, the lingerie market in India is valued at about $3 Bn, growing at a CAGR of 42.32% between 2014 and 2019.\u00a0Some other notable players in this space are Buttercups, Prettysecrets, Cilory, and Shyaway, among others.