India’s lingerie market, estimated to be worth over $7 billion, has undergone a massive transformation in the past decade. Once dominated by legacy brands and offline retail chains, the sector has now become a battleground for direct-to-consumer (D2C) startups, fashion-tech brands, and digital-first labels.
At the center of this transformation lies Zivame, one of India’s earliest online lingerie startups. After pioneering the category and building strong brand recall among urban consumers, the company is now attempting to reclaim its leadership in a market that has grown more competitive than ever.
The question is: Can Zivame sway the market once again in the era of new-age brands?
