In India, there is an epidemic of ill-fitting undergarments. I see so many of us tugging at our bras. There is a friend of mine who thought she was a 34C till she was 31 years of age.
But, there is a certain amount of awareness that's creeping in. Hence, instructional videos about how to wear a bra do so well on the internet. And there are a few companies who want to do their bit by redesigning the basics. Zivame.com is doing exactly that with their 'mermaid' petticoat. Redesigning the traditional Indian petticoat.
Mermaid petticoat is a cross between shapewear and a traditional saree petticoat. When Zivame launched them in 2013, they sold 10,000 pieces in two weeks flat! Today, it dominates 50% of Zivame's shapewear category.
But, how does this petticoat sell 4 to 5 pieces an hour?
Shapewear is a high-performing category in India and its growing. Most shapewear is designed to make western wear look good. But, Zivame.com explored how they could design it for someone wearing a saree. That was new.
The mermaid petticoat has an oval design. It makes your saree drape well because of two main things - there is a little, snug space for your bottom. Indian women tend to be bottom heavy. So, this holds your assets right. And two - they have an elastic waistband that holds onto the weight of the saree.
Plus, the mermaid petticoat comes in different colours and sizes. This opens up the product to different permutations and combinations. Most of the buyers came through Zivame's app. They wore them in Mumbai, Delhi, Bangalore, Pune, Hyderabad, and Chandigarh.
I got one for myself in Delhi. A black one, small size. I wanted a nude one - but it was sold out. It took a while to land up at my house. But, then again, I am used to One Day Delivery - Amazon speed. Patience isn't exactly my virtue!
My girlfriend was getting married and I was her right hand. This meant if my mermaid petticoat did not hold its promise and other things - there was going to be a mini-disaster.
I thought all shapewear makes you feel like there is a boa constrictor around you. And even though my belly was full of biryani my shape looked yoga-toned. (It's not - FYI.) My chiffon saree stayed where it had to. There was a slit at the bottom for 'easy movement'. I felt agile even though I wasn't used to wearing a saree every day.
Comments
The mermaid petticoat is for 1500 rupees but there is a sale going on Zivame.com. The price is 999 rupees. Zivame.com has gotten this design right. Zivame, may your tribe increase.
