26 June 2019


Clovia, India’s fastest growing lingerie brand, which designs, manufactures and sells premium fashion lingerie, innerwear, nightwear, and shapewear under the brand name Clovia has entered the Chandigarh region market. It is sold from multi-brand stores online outlets, clovia, exclusive stores and Clovia sells over 550,000 pcs of lingerie in a month and is now one of the fastest growing brands in the nascent $4Bn market, where the top 10 players are still holding less than 8% of the market collectively.

Pankaj Vermani, Founder and CEO, Clovia said “Chandigarh is a crucial market for us basis the customer choices and a large chunk of traders. We will be investing heavily in Punjab/ Chandigarh region and are eager to collaborate with vendors to expand organised lingerie market. We have presence in around 25 top stores in Punjab region already and with this expansion we are planning increase our presence to 100 stores by the year 2021.

Adding further he said, “We use smart technology and big data analytics to plan consumptions and purchase patterns. Our product designs are based on consumer feedback. We create over 200 fresh styles in lingerie every month and none of our inventory is more than 45 days old. Also, using technology for a geographical understanding of tastes, we’re bringing structure to a traditionally unorganized market.”

Started with an online footprint in 2015, Clovia wanted to create a direct connect with the customers to feed their feedback loop and product discovery technology. They ventured into the offline space almost a year back and now have a presence across 170+ stores. Clovia’s go-to-market strategy is based on two primary keywords – feedback and engagement. It focuses on engaging with the customer at all levels especially social media and trigger conversations around issues, suggesting solutions and then seeking feedback on the products used. The customer feedback then defines its future range.

Clovia is working strongly on marketing parameter and reaching out to consumers in unique personal way such as outdoor near stores, catchy advertisement in ladies coaches of Delhi metro, Banners in shopping areas and others.

Clovia recently got a funding of $10 million. The funds will be used to hire people for its design, tech and sales teams, and add new product categories. The funds raised by Clovia come at a time when online lingerie retailing has been witnessing significant flux.

Continuing its journey to be the largest lingerie brand in the country, Clovia has also expanded overseas, Nepal being the first destination. The idea is to continue the growth and accelerate both the online and offline channels with an equal push.

In addition, the brand is planning to introduce beginner’s inner wear and has an all-new range for beach wear, bridal lingerie, active wear and sportswear. While most lingerie brands introduce their product just twice in a year, Clovia has a differentiated approach. Keeping in mind the trend of fast fashion and changing needs of users for various occasions, the brand introduces products around occasions. The wedding season is a big focus area for the brand and continues all through summer for wedding and beach wear.


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