In a remarkable journey that defied conventional career paths, Pankaj Vermani transitioned from engineering and consulting to revolutionize India's intimate wear industry with Clovia. What began as a solution to his wife's lingerie shopping frustrations has now blossomed into a ₹500 crore fashion empire.
The Genesis of an Intimate Wear Revolution
While working in the US, Vermani noticed his wife's constant struggle to find well-fitting, comfortable lingerie during their India visits. This personal observation revealed a massive gap in the Indian market—women were largely underserved when it came to quality intimate wear that combined comfort, style, and perfect fit.
"The market was either dominated by international luxury brands with astronomical price points or local manufacturers offering poor quality products," Vermani recalls. "There was clearly space for a brand that understood Indian women's unique needs and body types."
Building the Brand Brick by Byte
Clovia's success stems from its unique approach that blends fashion with technology and data analytics. The company developed sophisticated algorithms to understand body types and preferences, creating over 5,000 designs specifically tailored for Indian women.
Key innovations that set Clovia apart:
- Proprietary sizing technology ensuring better fit
- Data-driven design process based on customer feedback
- Focus on comfort without compromising on style
- Body-positive marketing campaigns
- Extensive product range covering multiple price points
Navigating Challenges and Cultural Barriers
Launching an intimate wear brand in India came with its own set of challenges. Vermani had to overcome cultural taboos surrounding discussions about lingerie while convincing investors about the market potential.
"Initially, even mentioning 'lingerie' in investor meetings felt uncomfortable," he admits. "But we persisted because we believed in our vision of empowering women through comfortable, well-fitting intimate wear."
The Pandemic Pivot and Future Vision
When COVID-19 struck, Clovia demonstrated remarkable agility by shifting focus to loungewear and comfort wear, which saw massive demand during lockdowns. This strategic pivot helped the company not just survive but thrive during challenging times.
Today, Clovia stands as a testament to Vermani's vision, with:
- Over 5 million satisfied customers
- Presence across major e-commerce platforms
- Expanding physical retail footprint
- Diversification into adjacent product categories
The future roadmap includes deeper penetration into tier-2 and tier-3 cities, international expansion, and continuing to lead the conversation around body positivity and women's comfort in India.
Vermani's journey proves that identifying genuine consumer pain points and addressing them with innovative solutions can create not just successful businesses but also transform entire industry landscapes.
