REMOVING THE TABOO FROM A KEY MARKET FOR WOMEN

The most significant impact created by our company stands to be the social impact to normalize the conversations surrounding lingerie, explains Pankaj Vermani, Founder & CEO, Clovia

- Aanchal Ghatak 

Can you talk about the exit of 2022?
Last year, Clovia became one of the biggest exits in the Indian-apparel-space thereby raising Clovia's profile globally. Reliance Retail purchased an 89% equity stake in Clovia, for $125 million.

Through this partnership, Clovia benefits from Reliance's scale and retail expertise, extending the presence of the brand and bringing together stronger value proposition through world-class quality, design and fashion in the intimate wear category. As part of our aggressive expansion plans, Clovia had expanded its retail footprint to 47 EBOs by 2022-end.

Clovia also unveiled Skivia, a product designed to give customers naturally infused and chemical-free products in skincare and haircare from the House of Clovia.

The most significant impact created by Clovia stands to be the social impact to normalize the conversations surrounding lingerie. Clovia as a brand has led the effort to make women and men comfortable with this previously taboo topic. Our biggest initiative in this regard has been to partner with Shraddha Kapoor to endorse lingerie for the first time on national television. In India, cricket and cinema are the biggest reach drivers for any brand and here we have partnered with one of the most followed Bollywood actresses to normalize conversations around lingerie and reach the living rooms of all Indian households.

Today, there are more than 3 million clients of Clovia both online and offline, spread throughout 2500+ cities.

How are you keeping up with the ever-increasing demands for digital transformation?