Zivame launches 'Fit is my Right' BTL activity in Mumbai

The campaign will be run with the help of the unique 'Mobile Fitting Lounge', which will travel to colleges in the city. The aim is to educate over 5 lakh women in the next one year about the importance of wearing the right bra

BestMediaInfo Bureau | Mumbai | February 10, 2015

Richa Kar posing with the Fit Van

Zivame.com, India's leading lingerie e-tailer, has announced the 'Fit is my Right' below the line (BTL) initiative under which it plans to help over 5 lakh women find their right bra sizes over the next 12 months. To kick-start the initiative, experts will visit colleges across Mumbai and undertake educational workshops and free counseling and fitting sessions for students.

The aim is to educate women about the importance of wearing the right bra and the health and wellness implications involved. After Mumbai, the model will be replicated in cities like Bangalore and New Delhi. The Zivame Fitting Lounge in Bangalore, a first of its kind in India, has already been used by hundreds of women to discover their correct size of bra.

The campaign will be run with the help of the unique 'Mobile Fitting Lounge', which will travel to colleges in the city. The all-woman customized fitting van comes equipped with three trial rooms and bras of all sizes required for the fitting exercise. The fitting lounge will house three fitting experts who will help women in identifying their right size. The campaign comes in the wake of some alarming facts that came up during a recent Zivame survey on usage of bras among Indian women.

The survey showed that 4 out of 5 Indian women do not know their right size and have been wearing wrong size bras all their life. Women are also not aware of the life of a bra and 53% were still using bras that were 'too old'. 82% of women in India have never received professional help in finding the right bra though all of them buy lingerie at least once in 6 months and most women end up wearing a larger band size than the actual.

Richa Kar

Richa Kar, Founder and CEO, Zivame, said, “Women are not comfortable talking about bras! For most girls, the first bra buying experience consists of going to a lingerie store and having to deal with salesmen or women, who are rarely equipped with the knowledge to 'consult' on the right fit and style. He/ she suggest a size that he/she deems fit, and in an uncomfortable environment where there is no scope to ask questions. Furthermore, she is not even sensitized to the possible problems she can face with the wrong fit and compromises lifelong.”

“With 'Fit is my Right', we aim to correct this by making young college going women aware about the importance of wearing the right bra. This will not only help them personally to adopt a healthy practice for the rest of their lives, it will also get passed on to others in their circle of influence; their mothers, friends &relatives and most importantly, their daughters later,” she added.

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