Dignity and discretion: Richa Kar's ability to identify what women want and then provide it is paying dividends for Zivame, now India's largest online lingerie retailer.
BENGALURU: Discretion is paying off for India's largest online lingerie retailer Zivame: its sales have risen five-fold in the four years since its launch and just last week, it received US$40mil (RM169.18mil) in funding from local and foreign investors.
The startup is one of several e-tailers cashing in on the awkwardness many middle-class women feel buying underwear in public in this deeply conservative society.
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