When Entrepreneurship Meets Empowerment
Entrepreneurship today is being redefined by those who dare to question the norm—and Richa Kar is one of those voices. She saw a gap that few were willing to talk about and chose to act on it. As the co-founder of Zivame, she transformed the way lingerie is seen and bought in India—turning what was once a hushed, awkward experience into one that’s more open, comfortable, and centered around choice and confidence.
Tackling Taboos with Zivame
When Richa Kar came up with the idea for Zivame, it wasn’t just about starting a business—it was about making things better for women. While working at SAP, where she was closely involved with the retail sector, she noticed a major gap in the way lingerie was sold in India. For many women, shopping for intimate wear in physical stores was uncomfortable and rushed. The experience often came with awkwardness and a lack of privacy.
In 2011, she launched Zivame—an online platform where women could browse and buy lingerie without hesitation. It was a bold move that changed the way lingerie was sold in India. Zivame gave women the privacy and freedom to explore styles, sizes, and brands that suited their needs, all from the comfort of home. She had to battle cultural taboos and skepticism – even her own family had doubts. Her mother was shocked by the idea and asked, “What will I tell my friends? My daughter is selling bras and panties online?”. In India, lingerie shopping was largely a hush-hush affair; as Richa noted, “shopping for lingerie is taboo culturally – you can’t just dash in and out of a shop”. This stigma meant she even struggled to find office space, with some landlords refusing to rent to her because of her business. Despite the raised eyebrows and early roadblocks, Richa persevered and built an inclusive, empowering leadership style.
More than just convenience, Richa helped make conversations around lingerie feel normal. Her idea helped women to explore their preferences, make informed choices, and feel more confident in their own skin—without the discomfort that once came with shopping for intimate wear.
Zivame may have started in India, but the issue Richa Kar set out to solve is something women face all over the world. Richa’s approach shows that a solution created for one cultural setting can inspire change globally. In many cultures, buying lingerie is still an uncomfortable experience. Social pressures and a lack of private, supportive shopping spaces make it difficult for women to feel at ease. This is especially true in more conservative regions like parts of the Middle East and Southeast Asia, where lingerie is still a taboo topic.
Even in places like North America and Europe—where the market is more open—women have been asking for more inclusive and personalized shopping experiences. The success of brands like Victoria’s Secret and Savage X Fenty shows just how important this need is.
By prioritizing comfort, privacy, and truly understanding women’s needs, Richa built a business that connected with customers on a deeper level. Her clarity of purpose and willingness to challenge social norms were a reflection of her bold leadership.
Empowering Women in the Workforce
Zivame’s growth into a women-focused brand reflects the kind of leadership Richa Kar brings to the table. Under her leadership, Zivame opened doors for women in areas like e-commerce, marketing, product development, and supply chain—fields where women have often been underrepresented. She proudly credits her very good team for Zivame’s success and focuses on making women – whether customers or employees – feel comfortable and respected. For Richa, it’s all about building an inclusive environment where women feel seen, supported, and confident—both in the workplace and beyond.
Richa has become a role model for women’s leadership and empowerment in India by challenging an entire mindset. Her innovative approach has inspired a new generation of female entrepreneurs to identify and tackle underserved markets, fostering a culture of inclusivity and openness. Despite often being labeled a “woman entrepreneur,” she insists “the challenges and the advantages are all the same” for entrepreneurs of any gender.
From starting with ₹30 lakhs borrowed from friends and family to turning Zivame into a multi-million-dollar brand, Richa showed what focus, grit, and belief in an idea can achieve. Her “Love Yourself” campaigns and mentorship programs reflect her approach to leadership—bold, inclusive, and deeply human. She’s showing women everywhere that meaningful change often begins with one bold step in the right direction.
Globally, women-led firms have a bright future. Governments and businesses are acknowledging the special contributions that female entrepreneurs make, both in terms of novel concepts and the welcoming atmosphere they foster. Richa’s journey offers key lessons on fostering diverse, innovative workspaces where meaningful change is possible.
-Anukriti Jain is pursuing a Master’s in English Literature from the University of Delhi, India.
