In a significant move to strengthen its presence in South India, leading intimatewear brand Zivame inaugurated its first-ever franchise store at Vishal De Mall in Madurai. The launch marks a strategic milestone in the company’s expansion roadmap and signals the beginning of a broader pan-India growth push through franchising.

The grand opening was officiated by Rajarathinam Ilakovan, Director of Vishal De Mall, alongside top leadership from Zivame, including CEO Lavanya Pachisia, Retail Head Jayendre Nath, and Brand Marketing Head Daman Bali. The event drew enthusiastic participation from the local community, highlighting the brand’s strong resonance in Tamil Nadu.

Speaking at the launch, CEO Lavanya Pachisia emphasized South India’s critical role in Zivame’s journey. “Since our inception in Bengaluru, this region has been pivotal to our growth. The franchise model allows us to collaborate with local partners who understand the market nuances, making the Zivame experience more accessible and meaningful to women in every corner of the country,” she said.

The Madurai store marks the brand’s entry into one of its fastest-growing markets, as Zivame looks to tap into emerging urban centers through franchise-led retail. With over 100 sizes and more than 50,000 styles across lingerie, sleepwear, shapewear, and activewear, Zivame continues to blend innovation with inclusivity, building one of India’s most trusted fashion-retail ecosystems for women.

As part of its strategic offline expansion, Zivame aims to deepen its footprint in metro, Tier 2, and Tier 3 cities, complementing its robust online platform. The brand is actively inviting franchise partners to join its growth journey, offering a business model backed by strong brand equity, tech-enabled solutions, and comprehensive operational support.

Established in 2011, Zivame has consistently pushed boundaries in the intimatewear space, known for pioneering initiatives like India’s first online Fitcode and culturally resonant campaigns such as Museum of Boobs. The company’s franchise program is now positioned as a compelling opportunity for aspiring entrepreneurs and seasoned investors alike.