Founded in 2015 by Pankaj Vermani, Neha Kant, Suman Chowdhury, Soumya Kant, and Abhay Batra, Clovia has emerged as a leading Indian lingerie and apparel brand.
The brand has served over five million women and aims to expand its reach to 50 million within four years. “You can’t sell to a woman based solely on form and function; you need to connect with her imagination and ambitions,” said Neha Kant, Founder and Director of Clovia, emphasising the importance of customer engagement through joy and positivity.
Continue Exploring: Clovia Enlists Manushi Chhillar As Its New Brand Ambassador – Snackfax
Growing Revenue
The brand is backed by Reliance Retail, the brand has carved its niche by delivering quality products under the theme of ‘joy.’ Its best selling product, the bra, remains a cornerstone of its success, significantly contributing to its revenue.
Clovia has a strong foothold in tier-2 and tier-3 cities, which generate 65% of its revenue. In FY24, Clovia recorded revenue of ₹279.24 crore. It expanded its physical presence by launching its general trade model in 2,000 multi-brand outlets (MBOs), entering 600 large-format stores, and opening 13 new exclusive brand outlets (EBOs), taking the total to 75.
Women led success
The company takes pride in its 66% women workforce and has Shraddha Kapoor and Manushi Chhillar as brand ambassadors. Recently, Clovia diversified its portfolio by introducing John Players Men’s innerwear and kids’ nightwear.
Leveraging its in-house technology stack, Clovia developed proprietary tools like the bra fit-test, which boasts a 70% conversion rate and drives a fivefold higher customer lifetime value (LTV) than direct buyers. The company’s integrated supply chain ensures product quality and operational efficiency.
Continue Exploring: Lingerie Retailer Zivame Suffers 34% Net Loss To INR 39 Cr In FY24 – Snackfax
Clovia’s journey began in 2012 with a vision to disrupt India’s lingerie market. Despite funding challenges, the brand’s innovative approach helped it challenge established players like Zivame, eventually leading to its ₹950 crore acquisition by Reliance.
