Written By: Bandana Gupta

A lingerie retail franchise offers aspiring entrepreneurs the opportunity to collaborate with well-established innerwear brands. Moreover, by setting up and managing their own branded retail outlets. These franchise models typically come with end-to-end support. This is including branding, marketing, inventory planning, and store setup. Thus, making it easier for franchisees to enter this evolving market. Leading the charge in this space are Zivame and Clovia, two powerhouses that have redefined the women’s innerwear landscape in India.

While both brands enjoy strong brand recall and customer loyalty, the key question for 2025 is: Which franchise offers better value and returns for investors?

In this detailed comparison, we’ll unpack the critical aspects of both Clovia and Zivame, from investment and support to scalability and profitability. Therefore, to help prospective franchise owners make an informed decision.

Clovia Franchise:

Positioned as a youthful, trendy, and affordable brand, Clovia emphasizes fashion-forward designs. Also, a wide range of lingerie, nightwear, and activewear. They have a strong online presence and are rapidly expanding their offline footprint through franchise stores. Clovia aims to cater to the modern woman who seeks both style and value.

• Investment: The initial investment for a Clovia franchise generally ranges from INR 15-25 lakhs. Moreover, depending on the store size and location in a city.
• Area Requirement: Clovia usually requires a retail space of around 500-1000 sq. ft. in high-footfall areas.
• Support: Clovia provides support in terms of store design, staff training, marketing, and inventory management.
• Revenue Sharing/Commission: The revenue sharing model or commission structure varies. Therefore, it's crucial to have a clear understanding of this before investing. Franchisees typically earn a commission calculated as a fixed percentage of the total sales generated.

Zivame Franchise:

 Established as an online-first brand, Zivame has evolved into an omnichannel retailer with a significant offline presence. They are well-regarded for emphasizing fit and comfort, with an extensive range of sizes and styles designed to cater to the preferences of a diverse consumer audience. Zivame has also ventured into categories beyond lingerie, including shapewear and sleepwear. Recently, Zivame has become part of Reliance Retail, a significant development that could influence its future trajectory.

• Model: Zivame also primarily follows a FOFO model for its franchise stores, often branded as "Zivame Stores."
• Investment: The investment for a Zivame lingerie retail franchise can be slightly higher. Potentially ranging from INR 20-35 lakhs or more, again influenced by location and store size in cities. The recent acquisition by Reliance Retail might bring changes to this in the future.
• Area Requirement: Zivame stores typically require a retail space of 600-1200 sq. ft. in prominent retail locations.
• Support: Zivame offers comprehensive support, including site selection assistance, store design and setup, training programs, marketing support (potentially leveraging Reliance Retail's network), and technology integration.

Revenue Sharing/Commission Model:

Similar to Clovia, Zivame operates on a commission-based structure, where franchisees earn a fixed percentage of total sales. It's important to closely assess the exact terms of this model to understand potential earnings and profitability.

Top Business Benefits That Make Clovia a Promising and Scalable Franchise Opportunity in India’s Innerwear Market in 2025

• Established Brand with Reliance Retail Backing Clovia’s acquisition by Reliance Retail has significantly enhanced its brand credibility, operational efficiency, and market visibility. This strategic support boosts consumer trust. Therefore, gives franchisees access to a strong supply chain, marketing power, and long-term brand equity.
• Customer-Driven Product Innovation Clovia stands out for its data-led, customer-first approach. Its wide range of styles, sizes, and fits—shaped by direct customer feedback and tools like the “Clovia Curve Fit Test”—ensures high product relevance and satisfaction, strengthening repeat purchases and loyalty.
• Focused Franchise Model with Aggressive Expansion Clovia is actively growing its offline footprint through a well-structured franchise model. With a clear focus on scalability, support systems, and partner profitability, the brand presents a promising opportunity for franchisees looking to join a high-growth retail network.
• Revenue Growth with Future Profit Potential Despite recording some losses in recent years, Clovia’s revenues have consistently grown. Backed by Reliance’s financial muscle and operational expertise, the brand is well-positioned to improve margins and drive long-term profitability, making it a strategic bet for investors.

Zivame's Competitive Advantages Make It a Good Franchise Investment in India's Lingerie Retail Market in 2025

Robust Online Foundation Zivame has built a strong digital footprint through its well-optimized e-commerce platform. Thus, allowing it to reach a broad and diverse customer base across India. This digital strength supports brand visibility and drives traffic to well-optimized online stores.

Seamless Omni-Channel Strategy This omni-channel approach allows customers to browse, try, and purchase products with greater flexibility and convenience. Therefore, enhancing customer engagement and satisfaction.

Tech-Enabled Retail Experience Zivame uses smart technology like fit advisors and personalized tools to help customers find the right products easily. This also makes store operations smoother and improves the overall shopping experience, both online and in stores, giving Zivame an edge over other brands.

Top Factors Driving Franchise Growth for Zivame and Clovia in the Indian Lingerie Retail Market in 2025

Zivame’s Advantage with Reliance Retail Zivame’s acquisition by Reliance Retail brings strong backing in terms of logistics, supply chain efficiency, marketing strength, and retail expertise. This partnership can significantly improve store-level operations, expand market reach, and drive higher customer footfall—translating to stronger sales and better performance for Zivame franchise outlets.

Clovia’s Online-to-Offline Strength Clovia leverages its strong online presence to build brand recognition and influence offline store traffic. Its ability to convert online interest into in-store purchases—especially through data-driven targeting—can be a major advantage for franchisees. With its focus on stylish yet affordable lingerie, Clovia continues to appeal to a wide customer base, especially young urban women.

Growing Demand in the Indian Lingerie Market India’s lingerie segment is set for continued expansion in 2025, fueled by increasing urbanization, rising disposable incomes, and growing awareness around comfort and fit. Both Clovia and Zivame are in a good position to grow with the rising demand in the innerwear market, making their franchises smart and timely choices for investors.

Location and Operational Excellence Are Key Regardless of brand choice, franchise success in a city will heavily depend on selecting a high-footfall retail location and ensuring efficient day-to-day store operations. Strong local marketing, customer service, and inventory management will play a crucial role in driving profitability.

Key Factors That Will Influence lingerie retail Franchise Returns in 2025

Several critical elements will shape which lingerie franchise, Clovia or Zivame, delivers stronger returns in 2025:

Brand Visibility and Customer Trust

Both Clovia and Zivame are well-known and trusted by many customers. Zivame’s partnership with Reliance retail may help increase its brand visibility, strengthen consumer trust, and enhance its overall credibility in the market. Meanwhile, Clovia’s dynamic online presence and fashion-forward image continue to resonate strongly with younger, digitally savvy shoppers.

Initial Investment and Profit Margins Evaluating the total cost of ownership—including franchise fees, setup costs, staffing, rent, as well as utilities in the cities is vital. Higher upfront investment doesn't always guarantee better returns, especially if ongoing operational costs are high or profit margins are thin. A brand that offers a favourable cost-to-profit ratio may be more sustainable in the long run.

Product Range and Pricing Strategy

While both brands offer an extensive portfolio, their pricing strategies differ. Moreover, Clovia emphasises affordable fashion, which could attract value-conscious shoppers in price-sensitive areas. In contrast, Zivame’s focus on superior fit and quality positions it as a more premium brand—appealing to an audience willing to pay for comfort and brand assurance.

Marketing and Brand Promotion Support

Effective marketing support can play a major role in increasing customer footfall and also boosting sales. Zivame may benefit from Reliance Retail’s deep marketing infrastructure, which can amplify local outreach. However, Clovia’s digital-first strategy, influencer tie-ups, and online engagement could be equally effective, especially for drawing younger shoppers.

Operational Support and Staff Training

Successful franchise operations depend heavily on the quality of training as well as support provided by the brand. From inventory management to customer service, both Clovia and Zivame offer operational assistance—but the depth and consistency of this support can make a big difference in overall store performance.

Strategic Location and Local Demand

Location remains a decisive factor. Identifying high-footfall areas in Nashik, such as popular shopping streets or malls, is essential for capturing consistent demand. Understanding local buying behaviour and preferences through market research can further improve conversion rates and repeat footfall.

Competitive Landscape

Just like other urban centres, it has a growing number of lingerie retailers. Assessing the presence, pricing, and customer loyalty of existing competitors will help franchisees position their store effectively and create a compelling value proposition.

In essence, the better-performing franchise in 2025 will likely be the one that aligns most closely with the franchisee’s budget, local market dynamics, and ability to manage operations effectively.

Making an Informed Franchise Choice: A Step-by-Step Guide for Lingerie Retail Entrepreneurs 

For aspiring franchise owners considering a partnership with either Clovia or Zivame, the decision requires a thoughtful and research-driven approach. 

• Conduct a Detailed Financial Evaluation Request comprehensive financial projections from both brands, including break-even timelines, ROI estimates, and a complete breakdown of setup costs, operational expenses (rent, staff, utilities), and the commission structure. This will help you assess the long-term profitability of each option.
• Conduct thorough Market Research :

 Analyze your target locations to gauge consumer demand for each brand. Evaluate footfall potential, demographics, and competitor presence to determine where each brand might perform better in a Tier-II city environment.

• Learn from Current Franchise Owners Reach out to existing Clovia and Zivame franchisees, especially those operating in Tier-II cities or comparable markets. Their real-world experiences can provide valuable insights into daily operations, brand support, challenges, and also revenue potential.
• Evaluate the Brand's Support Ecosystem

 Look closely at the kind of training, marketing, and operational assistance each brand provides.   Zivame could have an advantage because of its support from Reliance Retail, which provides better resources, strong marketing, and wider reach. However, Clovia’s hands-on, digital-first approach may appeal more to tech-savvy franchisees looking for agility.

• Assess Brand Alignment with Your Market and Vision Determine which brand aligns better with your local market understanding and also business aspirations. Clovia’s fashion-forward, affordable appeal may suit a younger, price-sensitive audience, while Zivame’s premium positioning could attract shoppers seeking quality and fit.

Conclusion

Clovia and Zivame both offer great franchise opportunities in India’s fast-growing lingerie market. While Clovia's focus on affordability and trendy designs holds strong appeal, Zivame's recent acquisition by Reliance Retail could provide a significant boost in terms of brand reach, resources, and potential for higher returns in 2025. The ultimate winner will be the franchise that best caters to the evolving needs of the Indian woman while providing a sustainable and profitable lingerie retail franchise business model for its partners.

Disclaimer: The brands mentioned in this blog are the recommendations provided by the author. FranchiseBAZAR does not claim to work with these brands / represent them / or are associated with them in any manner. Investors and prospective franchisees are to do their own due diligence before investing in any franchise business at their own risk and discretion. FranchiseBAZAR or its Directors disclaim any liability or risks arising out of any transactions that may take place due to the information provided in this blog.