CLOVIA: Capturing consumers' imagination

Clovia made headlines when Reliance Retail Venture, an arm of Reliance Industries, acquired 89% in the Purple Panda Fashion-owned intimate brand. The oil-to-retail conglomerate made the investment in the form of secondary share purchase and primary capital infusion.

- N Bobo Meitei

Back in March of this year, Clovia made headlines when B Reliance Retail Venture, an arm of Reliance Industries, acquired 89% in the Purple Panda Fashion owned intimate brand. The oil to-retail conglomerate made the investment in the form of secondary share purchase and primary capital infusion. The brand, started by Neha Kant, Pankaj vermani and Suman Chowdhury, is the third intimate brand to have been acquired beside Zivame and Amante. Recently, the direct-to-consumer lingerie and personal care brand has roped in actor Shraddha Kapoor as its first brand ambassador.

Products and retail footprint

"Clovia has always been a mass-market brand and most of its repeat customers come from tier-I and tier-III markets. Average order values are 20% higher in tier Il and-III as compared to metros. Over 65% of Clovia's customer base comes from non-metro cities, Soumya Kant, Co-Founder of the brand says. About Clovia's retail footprint, Soumya maintains that the products are available in 47 EBOS, 250+ multi-brand and big format retailers, and more. Today, it offers more than 6,000 product types which are 250 new styles a month and in 75+ sizes, supported by its 'Clovia Curve Fit Test' and based on a feedback-led design strategy that analyses more than 1 million product reviews and 140 million additional user profile data points. The co-founder says that the business ships about 700,003 items each month, selling one every three seconds. She claims that there are more than 3 million clients of Clovia both online and offline, spread throughout 2500plus cities.

Recently, it diversified its product portfolio by unveiling- Skivia, which, she claims, is designed to give customers naturally infused and chemical free products in skin care and hair care range.

Factor enabling growth