Clovia, a well-known lingerie brand in India, is now focusing on growing its business by opening more stores in smaller cities and towns (Tier II and Tier III markets).
Since 2012, Clovia has been trying to make shopping for undergarments in India better. They’re changing how lingerie is made, marketed, and sold to Indian women. The brand has become a major player in the growing direct-to-consumer market by combining tech, inclusivity, and both online and in-store shopping to grow in a sustainable way.
From the start, Clovia wanted to fix the awkwardness people associate with buying lingerie, especially in physical stores that are usually dominated by men. According to Pankaj Vermani, the founder and CEO, Clovia’s goal has always been to give women lingerie that’s comfy, fits well, and makes them feel confident. They also want to offer a modern, judgement-free shopping experience online and in stores. This way of thinking has helped Clovia stand out.
One of the main reasons Clovia has grown so much is because they use customer feedback and tech in their designs. They created the Clovia Curve Fit Test and Clovia Fit Test to deal with the fact that Indian women have different body types. Today, Clovia sells over 6,000 different styles in more than 50 sizes, for nine different body types. This data-driven approach lets them launch hundreds of new styles every month, keeping up with what customers want while being careful with their inventory.
Clovia sells products both online and in stores. Online, they have their own website and app, and they also sell on major online marketplaces and quick commerce platforms like Zepto and Blinkit. In terms of physical stores, Clovia has a good number of Exclusive Brand Outlets, plus a large network of Large Format Stores, Multi-Brand Outlets, and a franchise model that’s growing quickly. This mix of online and offline ensures that people in both big cities and smaller towns can buy their products.
Although big cities are still important markets for Clovia, smaller cities and towns are becoming their next big opportunity for growth. People in these areas have more money to spend, are seeing more organized retail, and want to buy things that they aspire to own. These consumers want to be able to see and feel products in person, have personalized interactions, and have shopping experiences that are tailored to their location. Because of this, opening more physical stores is an important way for Clovia to get people to buy their products and come back for more.
Clovia is seeing a lot of success with categories like padded bras and high-waist briefs. These items are comfortable and practical, offering good value and being suitable for everyday wear. Clovia is also expanding into related areas like sports activewear, maternity wear, and beginner collections, so they can serve women at different stages of their lives and improve customer lifetime value.
Clovia plans to grow more in big cities in South and East India, while also growing quickly in smaller cities and towns that have a lot of potential. The company’s long-term goal is to become India’s most-loved lingerie brand, built on innovation, inclusivity, and local retail partnerships.
