Zivame expands with opening of first franchise store in Madhurai
16 June, Mumbai 2025
India’s leading direct-to-consumer (D2C) intimatewear brand, Zivame has opened its first-ever franchise store at Vishal De Mall in Madurai, Tamil Nadu. This strategic move represents a deliberate entry into one of the brand's fastest-growing southern markets.
Inaugurated by Chief Guest Rajarathinam Ilakovan, Director, Vishal De Mall, the store launch was attended by Lavanya Pachisia, CEO, Zivame; Jayendre Nath, Head-Retail and Daman Bali, Head-Brand Marketing. The store's vibrant debut not only highlights Zivame’s strong presence in South India but also signals the beginning of its next major expansion phase.
Sharing insights into the brand's growth journey and future vision, Pachisia says, expanding through local franchise partners allows the brand to not only deepen its presence in the region but also better understand and cater to local preferences. It also makes the 'Zivame experience' more accessible and relevant to women across diverse communities, she adds.
With a robust pan-India retail presence already established, Zivame is currently expanding its reach by entering into other emerging markets across the country. This strategic move brings the brand even closer to customers in metropolitan, Tier II, and Tier III cities, complementing its strong online presence with an even broader offline footprint.
Founded in 2011, Zivame has redefined the intimatewear category through deep consumer insight, innovation, technology, and trend-forward design. As of 2025, with a portfolio of over 50,000 styles across lingerie, sleepwear, shapewear, and activewear in more than 100 sizes, Zivame has evolved beyond mere retail to become a trusted destination for women across all ages and geographies.
From launching India’s first online Fitcode to breakthrough campaigns like ‘Museum of Boobs,’ Zivame has consistently stayed ahead of the curve. By combining tech-enabled solutions with a deep understanding of consumers, the brand has redefined how women experience intimatewear in India, creating one of the country's most influential fashion-retail ecosystems.
