there have been considerable improvements in the lingerie market in recent years in terms of choice and availability both online and offline but a lot more needs to be done to make women across india aware about the right lingerie and improve the shopping experience in an email interview with et pankaj vermani founder ceo clovia discusses the companys omnichannel strategy focus on styles and refreshing inventory to increase choice for the buyers how lingerie market is changing and more edited excerptshow big is the lingerie market in india whats clovias share in itclovia is now one of the fastest growing brands in the 4 billion market where the top 10 companies are still holding less than 8 of the market lingerie market in india is growing at over 22 cagr and is expected to be 9 billion in next four years brand clovia ships one piece every six seconds advt we are present in both online and offline channels growth continues to be on a strong trajectory on the back of low inventory holding styles that are continuously refreshed and a reach via online and offline formats that is pan indiawhat is your gotomarket strategy what percentage of clovia sales comes from online we follow an omnichannel strategy that is seamless integration between multiple sales channels online or offline is a critical part of our approachwe started with an online footprint as that gave us direct connect with customers to feed our feedback loop and product discovery technology we launched our offline presence last fiscal and now have presence across 60 stores this helps us reach out to new customers who may not be shopping onlineour gotomarket strategy is based on two primary keywords feedback and engagement we focus on engaging with customer at all levels specially the social media and trigger conversations around issues suggesting solutions and then seeking feedback on the products used the customer feedback then defines our ranges future performanceas of now more than three quarters of our business is online offline is a more recent business for uswhat is the whitespacegap that clovia addressesclovia is a fullstack lingerie brand which controls the brand experience from designtowardrobe the brand was an outcome of a research which started with my wife and cofounder nehas personal experiences on the gaps in indian lingerie market while outerwear had evolved innerwear was largely unaddressed and ignored where global markets were offering an array of choices to women when it came to intimate wear india was far behind and women had to make with the little choice of local market they had we realized that the complications in regular distribution of stocking multiple sizes and options and lack of education on sizing had created an inefficient low exposure market waiting to be disrupted advt what is the contribution of offline to your overall growth and strategy by end of this fiscal we will generate around 20 revenue from offline channels this was almost negligible a year ago