Discretion is paying off for India’s largest online lingerie retailer Zivame: its sales have risen five-fold in the four years since its launch and just last week, it received USD40 million in funding from local and foreign investors.
The start-up is one of several e-tailers cashing in on the awkwardness many middle-class women feel buying underwear in public in this deeply conservative society.
It now plans to further boost sales by opening 100 "fitting salons" over the next three years where clients can get measured before making purchases online, its founder told Reuters.
(Source: CNBC)