Richa Kar, 

When Kar, a BITS Pilani alumna, started out, her insight was simple: Women bought lingerie in shops hastily because salespersons were often men. On Zivame, they can choose at leisure from 2,000 styles and 40 brands. The site has a bra-size calculator and a fitting guide, as well as a ‘buying for her’ feature for men. The online lingerie store’s first order came in August 2011 from Gwalior, Madhya Pradesh. Last year, 30% of its 840,000 registered buyers were from small cities and towns. It leads in the online lingerie segment, clocking 50% repeat purchases. IDG Ventures and Kalaari invested $3 million in January last year. Later, Ronnie Screwvala’s Unilazer Ventures led an investment of $6 million with the existing investors.