In the Indian startup scene, we see many trailblazing entrepreneurs, but in terms of impact and disruption, few compare to Richa Kar. At the helm of Zivame, which is India’s primary online lingerie store, she grew a multi-million dollar business in the process, also changing how a whole nation shops for innerwear. By putting to task very deep-seated social taboos, her story is that of a powerful model for modern entrepreneurship.
Early Beginnings and a Tradition-Bound Upbringing
Born on July 17, 1980, in Jamshedpur, Jharkhand, Richa Kar was brought up in a very traditional Indian setting. Though her family later moved to the U.S., she retained very strong traditional values. In a home that had a stay-at-home mom and not much support for women in the corporate field, Richa’s interest in building a separate career of her own came as a shock to her parents. But that didn’t deter her; instead, she put her focus on her studies and professional goals.
The Stepping Stones of Business Acumen
Richa began her academic career at the distinguished BITS Pilani with her engineering degree. For a while, she gained corporate experience before enrolling at the Narsee Monjee Institute of Management Studies (NMIMS) for her master’s degree. It is during her business school days that her leadership skills really took off.
Following completion of her post-graduation, she dived into the retail industry. At Spencer’s and SAP, which are well-known companies, she developed key retail consulting insights. But it was at Limited, the parent company of the global giant Victoria’s Secret, that was the turning point for her. Out of which she identified global retail trends, which in turn gave birth to what would soon disrupt the Indian market.
Identifying Market Need and Overcoming Social Stigma.
Through her research, which was in great detail, Richa found out that for the majority of women, shopping for lingerie in India is a very uncomfortable experience. In physical stores, women had to purchase their innerwear from male staff, which in turn caused awkward interactions. Also, department stores suffered from poor stock, which in turn left plus-size women with very few options.
Richa saw out a secure digital space in which women could browse at will, educate themselves on proper fit, and transact with full privacy. In her venture into the field of lingerie, which she presented to a conservative society, she was met with instant criticism. Her family put up strong opposition to the idea, which they tied to social stigma and familial shame. Rather than back down, Richa pressed on without their support.
The Birth and Radiance of Zivame
Before the launch of her platform, Richa put in two years of intensive market research, which she did at the expense of her social life as she fine-tuned her concept. This investment paid off at the launch of the brand, which she named “Zivame. From the Hebrew word Ziva, which means radiance, the name Zivame translates to “Radiant Me”, which very well reflects her mission to empower women and instil body confidence.
Upon launch, the market reaction was instant. In just over an hour since putting up our site, Zivame got its first order. We had put together a business model, which in turn caught the eye of prominent venture capitalists. In a short while, we raised rounds for 6 million and went on to secure a large $40 million. That large sum of money enabled us to expand our inventory beyond just lingerie into sleepware, activewear and swimwear.
A Lasting Legacy of Empowerment
Through what was made a former social no-go area with respect and care, Richa Kar transformed a social taboo into a very successful business model. Also, over the years, she used digital media platforms to connect with consumers and put forth the case for body positivity, which includes all body types. Her tenacious determination silenced her critics and created a safe, judgment-free retail space for millions of women, which in turn secured her place as an icon of Indian entrepreneurship.
