Leading D2C intimate wear brand Zivame has announced the launch of its first franchise store in Madurai, Tamil Nadu, marking a major milestone in its omnichannel growth strategy. The store was inaugurated at Vishal De Mall in the presence of mall director Rajarathinam Ilakovan, Zivame CEO Lavanya Pachisia, and senior leadership including Jayendre Nath (Retail Head) and Daman Bali (Brand Marketing Head).
This expansion is part of Zivame’s broader plan to increase offline accessibility through strategic franchise partnerships, particularly in tier-2 and tier-3 cities. With this move, the brand is aiming to localize its presence and better serve women across different regions of the country.
“Franchise-led expansion allows us to connect with communities in a deeper, more personal way,” said Lavanya Pachisia, CEO of Zivame. “We want every woman in India to experience comfort, inclusivity, and the confidence that Zivame stands for.”
Founded in 2011, Zivame has become a category-defining brand in India’s women’s intimate wear space. Known for its tech-enabled Fitcode for size recommendations and bold, body-positive campaigns like the “Museum of Boobs,” the brand has consistently pushed the envelope in a traditionally under-served segment.
Zivame currently offers more than 50,000 styles across lingerie, shapewear, activewear, and sleepwear, with over 100 size variants, reinforcing its commitment to inclusivity and innovation. The franchise model is expected to accelerate the brand’s retail footprint, bringing curated, comfort-first collections to markets where demand for organized, women-centric innerwear is on the rise.
The Madurai store is the first in a planned series of retail rollouts across India, as Zivame looks to blend its robust online ecosystem with offline accessibility.
With the launch of its first franchise outlet and a clear roadmap for expansion, Zivame is positioning itself as the go-to destination for Indian women seeking thoughtfully designed, inclusive innerwear—now just a store away.