Zivame’s kids innerwear launch for ages 4 to 14, co-designed with children, shows how Reliance Retail’s brand can win parental trust in a largely unorganised category.
India’s kids innerwear market was valued at about USD 3 billion in 2024, according to IMARC, and is projected to keep growing through 2034.
Zivame, Reliance Retail’s intimate wear brand, has entered kids’ innerwear for ages 4 to 14, inviting children themselves to help design the range.
Competition is heating up, with Bodycare Kids, Bodycare Insider, Mackly, Renox, BRAAFEE, MooNKids, Kidbea and Jockey serving young families across innerwear, everyday clothing and babywear.
Zivame arrives with credibility.
Founded in 2011, it offers over 50,000 styles across lingerie, sleepwear, shapewear and activewear in more than 100 sizes.
Backed by Reliance Retail since 2021, and having raised about USD 71 million across six rounds, the brand has evolved from online aggregator to omnichannel player.
It now runs over 175 exclusive brand outlets, has opened franchise stores in Madurai, Jabalpur and Noida, and reported 12% revenue growth so far in FY26.
The real consumer challenge is trust.
Parents seek soft, safe, well-fitting basics, while children rarely get a say in what they wear next to their skin.
Zivame flipped that script. Children took part in designing the collection and its packaging, and their feedback shaped designs featuring characters popular among young consumers.
One idea stood out: a free toy with every pack.
Kiruba Devi, COO and Head, Zivame, told Apparel Resources, “What a brilliant, instinctive marketing thought from our youngest co-creators.”
With Zivame’s fit expertise, Reliance’s reach and children’s own voices in the design room, kids’ innerwear may finally move from commodity purchase to brand experience.
Editor’s Note
Category entry is easier when the customer helps build it.
Zivame has turned children into its first focus group, and that earns trust before a single pack is sold.
Retailers in unorganised categories should note this: organised brands win not by being louder, but by being safer, softer and smarter about repeat purchase.
The toy-in-every-pack idea is a loyalty loop disguised as play. Watch how Zivame scales it across stores and online.
Get quality and fit right, and today’s co-creators could become tomorrow’s lifelong Zivame customers, bringing friends along.
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