Reliance-Backed Zivame to Open 60-80 Stores in Tier-2 And Tier-3 Cities

Zivame is preparing for its next phase of expansion by increasing its presence in smaller Indian cities through a franchise-led retail model, as per Reuters. 

Domestic Expansion Strategy 

The lingerie retailer, backed by Reliance Industries since 2021, intends to launch 60 to 80 new franchise-operated stores over the next year. The expansion will primarily target tier-2 and tier-3 cities, where consumer demand is increasingly aligning with metro trends. 

Founded in 2011 as an online-only brand, Zivame now operates 174 exclusive brand outlets across India. Chief Operating Officer Kiruba Devi stated that growth in smaller cities is being supported by rising social media influence and evolving purchasing behaviour.  

She added that the company turned profitable in the previous quarter but did not disclose further financial details as it operates under a listed entity. 

Overseas Plans and Product Diversification 

Zivame is also evaluating international growth through franchise partnerships. The brand is already available online in the United States via Amazon and in the United Arab Emirates and Saudi Arabia through local partners. 

Devi said, “Southeast Asia would be the right place for us to immediately pitch in,” noting that discussions are underway and a store could open in the region by the end of next year. 

Originally launched as an online lingerie aggregator, the company has expanded into shapewear, activewear, and loungewear. It is also planning to pilot an entry into kidswear, though details remain limited. 

Read More: Reliance Retail to Test Multi-Channel Search and Discovery Platform! 

Conclusion 

With 174 stores currently operational and plans to add up to 80 more outlets in smaller cities, Zivame is positioning tier-2 and tier-3 markets as key growth drivers while exploring franchise-led expansion overseas. 

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