Zivame a lingerie retailers have been in touch with the government in order to transform their existing businesses into single-brand retailers and to become the latest brands to capitalize on their 2015 policies that allow companies that receive different funding. National distributors only their own brand to create e-commerce channels to offer products.

Actoserba Active Wholesale, which owns Zivame, has filed an application with the Department of Industrial Promotion and Policy (DIPP) to expand its existing factory and change its wholesale to retail. “To run a single retail brand of Zivame, including (via) e-commerce,” according to the reports published on DIPP website.

The Italian fashion brand Benetton, one of the oldest foreign brands that entered India, has also asked the DIPP to change the existing model to a unique brand and start its own eCommerce. Currently Benetton manages wholesale business in India, which supplies products to be sold through franchised network of retail outlets.

Zivame did not respond until she reported on Thursday an e-mail to comment. Sundip Chugh, chief executive of Benetton India, said his company had applied “to be able to create an omnipresent experience for our customers” in India.

In 2015, Zivame secured Rs 250 crore in C round funding series from Zodius Capital and the Malaysian sovereign fund Khazanah Nasional Berhad.


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