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Clovia Crafting #Underfashion.
Trusted Brand of over 3 Million women!
Clovia is now the trusted Lingerie, Sleepwear, Loungewear, Activewear, Shapewear & Personal Care brand of over 30Lc urban millennial Indian women. While India, for the longest time, has been trying to fit into international body types, Clovia took the task to understand India and its fits and offer solution-based premium lingerie for Indian women who have been stuck with vanilla & one-size-fits-all undergarments options from generations. If with our fits, style, comfort and fashion, we are able to add a little joy to a woman’s innerwear experience and let her begin her day right, we think our job is DONE!

Clovia initially started with lingerie but is now expanding to products catering to women hygiene and personal care. The top most skincare & haircare problems faced by the modern Indian women were identified. After an extensive research and survey, our innovation team found ayurvedic solutions to the problems and curated a range of skincare, haircare and bodycare products and named it Clovia Botaniqa.

The genesis of Clovia Botaniqa to provide solution-based products and the very existence of Clovia Botaniqa is to make the experience of coping with lifestyle problems for every woman a tad bit easier and happier. Clovia Botaniqa is a range curated for modern age women and new moms. It has a wide range of face wash, face creams, body washes, body butters, hair oil, shampoo and conditioner. The latest launch consists of carrier oils, essential oils and face serums. This line of products is enriched with plant-based ayurvedic ingredients and is free of paraben, toxins and sulphate. Made in India, Clovia Botaniqa is a cruelty-free brand.

With a problem-solving approach and a combined experience of over 100 years, the sole purpose of our lives is to serve the queen - our customer. We ensure the design-to-delivery experience of products crafted by Indian artisan and backed by international technology to provide you with premium yet affordable products. Every Clovia product is made and improved based on customer feedback. Our direct sales strategy does away with middle men, making our highest quality products affordable.

Lingerie has always been talked about in hushed voices in our country. It is a pain for women to shop from neighborhood lingerie stores which generally leads to awkward and embarrassing situations.

It all started when we noticed how we never found bras of our size or fit at our local lingerie stores. What was a causal observation at first, slowly became a movement as more like-minded women endorsed the idea – yes, ladies' inner wear in India left much to desire.

Undergarments largely are sold from small stores across India and mostly under a male gaze. Women could not ask what they wanted or worse still, most did not know their correct size. There was an absolute lack of understanding of buying bra or undergarment fits as per your bust shape. Till recently, only vanilla options existed in the lingerie category and anything which offered even a little bit extra by way of solution, design or fashion was exorbitantly expensive. We felt that the evolution of the undergarment category had not kept pace with the fast-changing outerwear fashion and there existed a major gap in lingerie for women in India. Upon deeper research, we found that the existing distribution channels restricted the availability of the right sizes and the flow of customer feedback back to the lingerie brands, leading to a lack of innovation and variety.

We realized that online could be a great platform for women to pick the right size and fit of undergarments from the privacy of their homes with the right assistance. It was also a great channel for us to understand the complex needs of the Indian women divided by seasons, fashion choices, size and undergarments requirements. With the expansion of internet penetration in the country, online shopping India becoming a way of line and the already existing gap in the lingerie business, the stage was set for us. We decided to take the plunge into the world of lingerie and Clovia happened! We started in 2013 and since then there has been no looking back.

Clovia is a full stack lingerie brand, which controls every part of its supply chain from what we call as mind-to- wardrobe. We design in-house, hand-pick our raw-materials and manufacture in controlled exclusive facilities, ensuring 4-levels of quality controls and we sell through a host of sale channels.

Every product we create is first made in small quantities, monitored via a state-of-the-art backend technology, which predicts future sales (based on sales patterns and customer feedback) and recommends what further styles and quantities should be produced.

To help our customers pick the bra with the perfect fit, we came up with a tool called Clovia bra calculator. All you need to do is, mention the size of your band, your cup size, the features you look for in your size and voila - we provide you with the right bra size in just under 2 min!

This leads to a true fast fashion brand that is low on cost (as the middlemen are cut out), high on consumer appeal (thanks to our years of combined design experience in-house), super-efficient on inventory and built completely on consumer feedback. The cost that we save due to these efficient practices is transferred back to our customers in the form of a premium product that is affordable as well.

Clovia has been built on 3 pillars that help us be different from other lingerie brands:
  • In-house designing and production leading to strict control on quality.
  • Smart technology
  • Improvising based on customer feedback

Our in-house designing team works endlessly to create & innovate products that are high on style and comfort. We import fabrics, laces, and satins from different parts of the world but focus on manufacturing in India.

Clovia’s USP is the variety of styles that we offer our customers. We launch 200+ styles per month and more than 75% of our inventory is less than 30 days old so the customer has fresh styles to choose from whenever she visits!

Today besides online, Clovia is nationally present in all leading chains and our exclusive retail outlets across the country – where you can try and buy at your convenience. Our online channel ensures a no-questions-asked return policy to help you choose your right fit. Celebrating curves with a solution-based approach to a girl’s wardrobe from casual to work to sexy lingerie, Clovia today has extended its range from bras and panties to a host of other categories like sleepwear, loungewear, shapewear, swimwear as well as girls innerwear.

Clovia the brand stands for Joy. Our core thesis is to help our customers find joy in the little ways we can. We believe that if, with our colours, comfort and fashion, we are able to add a little joy to a woman’s lingerie experience and let her begin her day right, we think our job is DONE! So what are you waiting for? Go #FindYourJoy !

“Cotton Non-Wired Non-Padded Printed Bra ” added to Bag.


“Cotton Non-Wired Non-Padded Printed Bra ” added to Bag.


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