In a MediaBrief exclusive, Soumya Kant, Co-Founder and Chief Growth Officer of lingerie-focused D2C brand Clovia, speaks about the company’s evolution, the changing dynamics of India’s intimate wear market, and how technology-led fit solutions have helped drive growth. Kant also shares her views on shifting consumer attitudes towards lingerie, the rise of omnichannel retail, and the future of fashion, comfort, and wellness. Read on.
How would you describe the brand’s evolution over the years, and what has been driving its growth story?
The idea behind Clovia came from a simple but relatable consumer insight. While categories like outerwear had evolved rapidly with changing fashion trends, lingerie had largely remained unchanged. Women had more choice than ever when it came to fashion, yet many were still limited to basic products with very little emphasis on fit, comfort, or style. The challenge wasn’t just the lack of variety, it was also the shopping experience itself.
For many women, buying lingerie meant walking into a store without knowing their size and relying on a shopkeeper to recommend a product. The reality is that if a woman doesn’t know her size, it’s difficult for anyone else to determine it accurately. We realised that one of the biggest gaps in the category wasn’t just product availability but the lack of awareness and education around bra fitting.
To address this, we leveraged technology to make the experience more personalised. We studied different breast shapes and identified nine distinct body profiles, which became the foundation for our Clovia Curve Fit Test. Through a few simple questions about what a customer is currently wearing and any fit-related concerns she may be experiencing, the tool recommends products best suited to her body shape and requirements.
The impact has been significant. Customers who use the “Clovia Curve Fit Test” show higher conversion rates, lower return rates, and stronger repeat purchases, reinforcing the fact that helping women find the right fit creates a better long-term shopping experience.
This consumer-first approach, combined with continuous feedback and product innovation, has been a key driver of Clovia’s growth and our mission to make lingerie shopping more comfortable, inclusive, and accessible for women across India.
Today, Clovia offers over 5,000 product options in lingerie and sleepwear, with 50+ sizes tailored for 9 body types. Through a feedback-led design approach and our Clovia Curve Fit Test, we sell a product every second. With a growing customer base of over 10 million across 2,500+ cities, Clovia continues to redefine lingerie shopping, making it more inclusive and accessible.
Clovia entered a category that was traditionally under-discussed and often marketed conservatively. How have you seen consumer attitudes toward innerwear evolve over the last decade, and what role has Clovia played in that shift?
Over the years, we have seen a significant shift in how Indian women perceive fashion. Outerwear has evolved, from wardrobes centred around sarees, kurtis, and pant suits to a much wider mix of dresses, bodycon silhouettes, co-ords, athleisure, and contemporary western wear.
As fashion became more diverse, different outfits also called for different kinds of innerwear. A bodycon dress, for instance, works best with seamless lingerie, while certain necklines, fabrics, or fits require specific bra styles for the right support and finish.
However, for a long time, the lingerie category did not evolve at the same pace. Most women were still choosing from basic black, white, and beige options, with limited attention given to fit, functionality, style, or personal expression.
At Clovia, we saw an opportunity to change that narrative. We wanted to make lingerie a more open, fun, and empowering conversation rather than just a functional purchase. Our brand has always been centred on joy and on celebrating women through products that look good, feel comfortable, and reflect their evolving lifestyles.
We introduced fashionable, trend-led designs and focused on creating a brand voice that made lingerie shopping more approachable and relatable. At the same time, we invested in solving real consumer needs through better fit, greater size inclusivity, and continuous customer feedback. As consumer preferences have evolved, we have also expanded our offerings to cater to underserved segments.
For instance, we saw a growing demand for plus-size lingerie and responded by launching a dedicated plus-size collection designed around both comfort and style, with bras available in sizes up to 44F, including popular styles such as minimizers and full figure bras that provide the support and comfort curvier women need.
Initiatives such as the Clovia Curve Fit Test and our extensive range of sizes and styles have helped women discover products that truly work for them. Today, lingerie is increasingly being seen as an extension of personal style and self-expression rather than just a necessity.
We believe Clovia has played a meaningful role in this shift by making the category more inclusive, accessible, and enjoyable, and by proving that lingerie can be both functional and fashionable.
The innerwear market has become significantly more crowded, with D2C brands, legacy players, and quick-commerce platforms all competing for attention. How does Clovia differentiate itself in an increasingly competitive landscape?
When we started, one of the key consumer pain points we identified was the discomfort many women experienced while shopping for lingerie. The online channel offered greater privacy, convenience, and access to a wider assortment of products, while also allowing us to build a direct relationship with consumers and better understand their needs through continuous feedback.
From the outset, we focused on building the brand around consumer insights and using technology to improve product discovery, fit, and overall shopping experience. One of the biggest opportunities we saw was in addressing the issue of sizing.
Unlike many apparel categories, lingerie requires a high degree of fit precision, with a single product often available across dozens of size combinations. We believed that women should have access to greater choice and solutions tailored to different body types and preferences.
Over the years, we have invested in product innovation, fit tools, consumer education, and data-driven decision-making to better serve our customers. Technology has helped us understand regional preferences, optimize assortments across channels, and provide consumers with resources that help them make more informed choices about fit, comfort, and product selection.
At Clovia, we firmly believe in being present wherever our consumers choose to shop. Today’s shopping journey is inherently omnichannel, and consumers expect the convenience of accessing their favourite brands across multiple touchpoints.
Rather than viewing marketplaces or quick commerce platforms as competing channels, we see them as important partners in expanding accessibility and meeting consumers where they are. By working closely with these platforms, we are able to address evolving consumer demand and deliver a seamless shopping experience across channel
Today, Clovia serves over 10 million customers across online and offline channels in more than 2,500 cities. In 2022, Reliance Retail acquired a majority stake in the company, marking an important milestone in the brand’s growth journey.
What are some of the biggest misconceptions consumers still have about the intimate wear category, and how is Clovia working to change them?
One of the biggest misconceptions about intimate wear is that it is purely functional. For a long time, consumers viewed innerwear as a basic necessity rather than a category that could significantly influence comfort, confidence, and overall well-being. Today, we are seeing that mindset change, with women paying far greater attention to fit, fabric, support, and how a product complements their lifestyle.
Another common misconception is that bra sizing is straightforward. In reality, finding the right fit is highly personal and goes beyond just knowing your size. Factors such as body shape, bust shape, activity levels, and outfit preferences all play an important role. Many women continue to wear incorrect sizes simply because there has historically been limited awareness and education around bra fitting.
At Clovia, we are working to address these gaps through a combination of product innovation, fit-focused design, and consumer education. Our Curve Fit Test, the first of its kind in India, helps women find not just the right size but the right fit for their body type. Built on inputs from nearly half a million Indian women, it has guided users across 900+ cities, and those who use it show significantly higher repeat purchases.
We also rely on tools like Bra Bot, our AI assistant that answers fit and style queries, and our proprietary ReX engine that tracks product performance and customer feedback to keep improving designs.
Are younger consumers today making purchase decisions differently compared to millennials a few years ago? What are some behavioural shifts that stand out to you?
Younger consumers today are more informed, engaged, and intentional in their purchase decisions than ever before. With access to a wealth of information at their fingertips, they actively research products, read reviews, seek creator recommendations, and compare options before making a choice.
One of the most notable shifts is the growing emphasis on quality, comfort, fit, and authenticity. Consumers are increasingly looking beyond price and focusing on products that deliver genuine value, align with their lifestyles, and meet their evolving expectations. In categories like intimate wear, factors such as fabric, functionality, fit, and overall product experience are playing a much bigger role in influencing purchase decisions.
Many Gen Z consumers are also entering the workforce and gaining greater purchasing power, driving demand for products that seamlessly combine style, comfort, and performance. They expect brands to be transparent, relatable, and consistent in delivering quality across every consumer touchpoint.
For brands, this shift presents a significant opportunity. Consumers today are seeking deeper connections with the brands they choose, making trust, authenticity, and meaningful experiences increasingly important.
The brands that succeed will be those that focus on delivering real value, staying closely attuned to consumer needs, and building long-term relationships rather than simply driving transactions.
How is Clovia balancing short-term customer acquisition with long-term brand building?
At Clovia, we believe customer acquisition and brand building need to go hand in hand. While performance marketing plays an important role in helping us reach new consumers, long-term growth comes from consistently delivering a positive customer experience that encourages repeat purchases and builds trust over time.
Our focus has always been on addressing real consumer needs through better fit, comfort, quality, and design. In a category like lingerie, where product experience is closely linked to confidence and comfort, customer satisfaction naturally contributes to repeat purchases and word of mouth, both of which remain important drivers of growth.
At the same time, we continue to invest in building a consistent brand identity. Our brand motto, Happy Is My Superpower, reflects our belief that lingerie should not only serve a functional purpose but also help women feel comfortable and confident in their everyday lives. This philosophy shapes our product development, communication, and the overall experience we aim to create for our customers.
Influencer collaborations are another important part of our brand-building efforts. We work with creators who can engage audiences in an authentic way and help make conversations around lingerie more relatable and accessible.
Ultimately, balancing performance-led acquisition with a strong customer experience, a clear brand philosophy, and consistent communication has helped us build lasting relationships with customers while continuing to grow the brand.
Beyond social media engagement, what metrics indicate that a campaign is genuinely resonating with younger consumers?
While engagement metrics such as likes, shares, and comments are useful indicators, they only tell part of the story. For younger consumers, true resonance is often reflected in how they choose to interact with and advocate for a brand over time.
We look at a combination of qualitative and quantitative signals. Alongside content saves, shares, organic mentions, user-generated content, repeat engagement, and brand search trends, we also pay close attention to watch time and content completion rates. These metrics provide a strong indication of whether the content is holding consumers’ attention.
A higher completion rate also signals that the content is performing well with platform algorithms, improving its discoverability and helping it reach a wider audience organically.
Beyond platform metrics, we also look at the quality of conversations happening around a campaign. When consumers voluntarily tag friends, reference a campaign in their own content, or participate in conversations beyond the original post, it is often a sign that the message has genuinely connected with them.
We also track broader business and brand metrics such as consideration, customer acquisition, repeat purchase behaviour, and overall brand sentiment. Ultimately, the most meaningful campaigns are those that not only perform well on social media but also build lasting recall and strengthen the relationship between the consumer and the brand.
What has been one marketing experiment or campaign that exceeded expectations, and what did it teach the brand?
One initiative that exceeded our expectations was our partnership with Hauterrfly’s The Male Feminist podcast. The objective was to create a platform that amplifies authentic conversations around women’s lived experiences while aligning with Clovia’s philosophy of empowering women and celebrating individuality.
By associating with a platform that challenges stereotypes and sparks dialogue on topics such as body positivity, financial independence, education, and identity, we wanted to move beyond traditional brand communication and create a more meaningful cultural impact.
What made this initiative stand out was that it did not rely on conventional, product-led storytelling. Instead, it positioned Clovia as a brand that participates in conversations that matter to women. The format itself was intentionally disruptive.
Featuring a male host listening to, learning from, and amplifying women’s perspectives signalled a shift towards more inclusive dialogue, while conversations with celebrities and creators from diverse backgrounds brought authenticity, vulnerability, and a range of lived experiences to the forefront.
The partnership generated strong engagement, with the episodes delivering more than 50 million in total reach and over 31 million views. Beyond these numbers, the conversations extended organically across social media, with episodes and key moments being picked up by creators, community pages, and meme platforms, further amplifying the campaign’s reach and cultural relevance without paid intervention.
The initiative also strengthened Clovia’s positioning as a brand associated with confidence, comfort, inclusivity, and individuality, while contributing to stronger brand affinity and positive consumer sentiment.
The campaign has since been recognised through multiple industry awards, reaffirming that purpose-first storytelling can be a powerful brand-building tool. One of the biggest learnings for us was that consumers increasingly respond to brands that contribute meaningfully to culture rather than simply market products.
When a brand creates space for authentic conversations and reflects the values of its audience, it builds stronger emotional connections and more enduring brand recall.
Consumers today move seamlessly between online and offline shopping journeys. How has that changed the way Clovia approaches marketing and customer experience?
Consumers today move seamlessly between online and offline shopping journeys, which has fundamentally changed how brands approach both marketing and customer experience.
Digital platforms have worked best because they give women privacy and control over their journey. Content that educates rather than pushes a sale creates a real connection. Size guides, fit explainers, and honest conversations about body changes help women feel understood. We also use simple doodles, relatable posts, and everyday storytelling to make the brand feel friendly and human.
When communication reflects joy and normalises conversations around lingerie, women begin to trust the brand and feel comfortable taking the first step toward finding their right fit.
Building on this trust, we strategically leverage humour, trending topics, and culturally resonant moments to craft a brand persona that aligns with the values and interests of our audience.
Our goal is to foster a sense of community and affinity through content that speaks their language, thereby establishing brand love and saliency. While many brands focus solely on selling products through social media, Clovia aims to be a brand that is part of consumers’ everyday lives. A little dose of everyday humour brings smiles to faces, enhances brand recognition, and keeps the brand top of mind.
Ultimately, our content marketing efforts are focused on creating meaningful engagement while maintaining a consistent brand voice that reflects Clovia’s values and purpose.
How do you see the relationship between fashion, comfort, and wellness evolving in the years ahead?
We are witnessing a growing shift towards products that not only look good but also contribute to how people feel throughout the day. Consumers are becoming more mindful of factors such as fit, fabric, breathability, ease of movement, and overall comfort, recognising that these directly impact their confidence, productivity, and well-being.
In categories like intimate wear and activewear, this shift is particularly evident. Consumers no longer want to choose between style and comfort; they expect both.
Whether it is a bra designed for all-day support, activewear that transitions seamlessly between activities, or sleepwear that promotes relaxation, products are increasingly expected to support overall lifestyle and wellness needs.
Looking ahead, we believe wellness will become an even more important lens through which consumers evaluate fashion.
