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Zivame was founded in 2011 by Richa Kar, one of the first online players in India to provide women with the opportunity to buy lingerie from the comfort of their own homes, without the need for awkward conversations with brick-and-mortar shopkeepers. However, the company’s business model underwent a significant shift in 2015. Zivame transitioned from being a marketplace for all types of lingerie to a “brand model”, focusing on building its own private label. This pivot marked a major change for the company, which had previously relied on selling products from various brands. The new strategy aimed to establish Zivame as a prominent brand in the Indian lingerie market, rather than simply a platform for third-party sellers. This shift allowed the company to focus on product design, quality, and customer service, while also increasing its control over the products it offered. The move was likely a strategic one to stay competitive in an increasingly crowded market and to build a strong brand identity.