Clovia, a lingerie and lifestyle brand, and Pilgrim, a beauty and skincare label, have partnered to provide a special festive shopping experience in Delhi NCR. This shows how direct-to-customer (D2C) brands in India are using tie-ups to connect better with customers and try out different ways to engage offline. With the increase in festive demand, these partnerships are a way to boost brand awareness and growth.
The campaign, launched on September 22nd, gave Clovia shoppers a free set of Pilgrim’s liquid lipsticks at select stores. These two brands combined fashion, lifestyle, beauty and skincare, enhancing value for customers while reaching more people in person. The campaign included five Clovia stores in Delhi NCR, like those in Gurugram, Noida, and Central Market.
For Clovia, this campaign is another move to strengthen its omnichannel strategy. While its online presence has helped it grow, offline events are becoming more important for connecting with customers. Pilgrim has been gaining popularity in the beauty and skincare world because people want premium homegrown brands. This partnership gave the brand a chance to reach offline customers who might not know its products well.
This festive partnership shows how the D2C scene in India is developing, with brands exploring ways to work together. Instead of competing, brands are realizing that teaming up can create more value, especially during busy shopping times. Investors see these moves as signs that consumer behavior is changing to favor experience-driven retail.
Sshruti Khaneja, VP of Offline Sales at Clovia, said that the partnership aligns with the brand’s goal of improving everyday fashion experiences. Raksha Hegde, Director of Brand and Communications at Pilgrim, emphasized individuality and self-expression. The campaign was about festive promotion and showing how emotion, aspiration, and function come together.
These collaborations suggest that D2C brands plan to expand, with offline locations becoming important in markets beyond big cities. In 2025, these kinds of partnerships could help brands reach new audiences, build loyalty, and balance online and offline retail. With growth pushing fashion and beauty startups forward, the festive season is a testing ground for supply chain and customer satisfaction.
As D2C brands look to stand out in 2025, the Clovia-Pilgrim partnership demonstrates how strategic alliances can change retail experiences. For customers, it was a win with added value. For the brands, it was a step toward deeper market penetration, stronger visibility, and better alignment with India’s business model.
