Online lingerie retailer Zivame has raised fresh funds of Rs 250 crore in  Series C from Zodius Technology Fund and Khazanah Nasional Berhad, the strategic investment fund of the Government of Malaysia.

Existing investors Unilazer, IDG Ventures, and Kalaari Capital also participated in the round. The company, which was founded by Richa Kar in 2011, had earlier raised about $9 million in two rounds. 

The Bangalore-based start-up plans to use the funds to continue dominating the category and provide a world-class lingerie shopping experience to Indian women. Besides, it is working towards getting more women to shop online, strengthen its merchandise, launch innovative products, and increase consumer touchpoints.

The company also announced the launch of its app, the first dedicated lingerie app for women in India.

Richa Kar, Founder and CEO, Zivame said, “Worldwide lingerie is the most exciting category in the women’s apparel segment. The Indian woman, who is more confident than ever before, is indulging herself in lingerie to express her individuality. She wants to look and feel good and has the economic independence to splurge on lingerie she never had access to before.”

Zivame is a pioneer in the online lingerie space in India and has played a major role in educating women across the country about intimate wear, shaping consumer behaviour and making good lingerie accessible and affordable to all.  In a country where intimate wear is sold by men and plagued by poor inventory availability, Zivame has re-imagined this category and today sells more than 1 bra/minute. The company has played a pivotal role in bringing the category online, increased consumption in the category and today enjoys a lion’s share of the online lingerie market.

From its inception, Zivame has had a dedicated wing for development of lingerie based on intensive research on body types and lifestyles of Indian women. Each product is engineered to ensure the best fit and today 60 per cent of its revenue comes from its in-house products. Strengthening this vision, Zivame has announced a data sciences lab to make confidence boosting products that are affordable and accessible to all.

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