Online Lingerie store Zivame is announcing some fresh announcements at the leadership level. The startup has appointed Shaleen Sinha of Aditya Birla Group as its Chief Operating Officer to penetrate further in this rather nascent market.

The company will now build itself organically by partnering with specialists in the domains and exploring inorganic options. Zivame is also reformulating its Human Resource policies and working on metrics around people satisfaction and engagements.

At ABG, Shaleen Sinha was the Vice President of the Chairman’s office and worked with all the consumer franchises within ABG which span Idea, Madura, Pantaloons, etc.

Commenting on his appointment, Sinha said,

We seek to create one of the most consumer-centric companies by building a stronger technology and data-oriented company and by building an employee-centric organization.

About one-third of the company’s revenues come from tier II and III cities. While launching the mobile application of the portal, the company claimed that it receives more than 60% of its traffic from mobile devices.

It features over 5000 lingerie styles, 50 brands and 100 sizes. While it earlier used to act as an aggregator of brands, it pivoted its model and launched its private labels two years ago for higher margin.

Zivame was founded by former SAP executive Richa Kar in 2011. The company has recently raised $40 million in its Series C round of funding from Khazanah Nasional Berhad and Zodius Technology Fund. Before that, it had raised about $9 million in two rounds, $3 million in Series A and $6 million in Series B round.


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