The Story of Clovia: Pankaj Vermani is the founder of Clovia, which is now one of India’s top lingerie brands. But the story behind this success is both interesting and inspiring. Pankaj comes from a small town called Meerut. Since childhood, he used to help at his father’s undergarment shop. That’s where the spark of business was lit in him. In this article, we’ll explore how an IIT graduate built a business that people once used to joke about — and turned it into a well-known name across India.
The Beginning: Journey from Studies to Business
Pankaj Vermani studied at IIT Delhi and worked at a software company for two years. But deep down, he was always drawn to business since childhood.
Later, he teamed up with some friends and built a search engine, which was eventually acquired by an international company. After that, he worked in the field of education technology, but he felt that the business idea was way ahead of its time.
Clovia: An Idea That Changed Their Lives
Pankaj’s wife Neha, who is now also the co-founder of Clovia, came up with a powerful idea — to make better innerwear for women. She shared how many girls in small towns stop playing sports just because they don’t get the right kind of innerwear. That’s where the idea of Clovia was born.
Deep Research and a Real Need
Neha and Pankaj spent almost a year doing deep research. They visited around 60 homes and studied women’s wardrobes closely. They found that while women were aware of international brands, they couldn’t find products in the market that matched their size and fit.
That’s when they realized this problem wasn’t like a “vitamin” — something nice to have. It was like an “aspirin” — somethin people urgently need right now.
Read Also:
Earn Money From Day One Just by Blogging in 2025 | Beginners to Advance
Challenges and Solutions
Starting Clovia wasn’t easy. They had to convince factories that products could be made in small quantities. When no one agreed, they decided to set up their own small manufacturing units. They brought three people on board and began their own production.
Clovia: First Sale and Confidence
For the first time, they sold their product through a television shopping channel. People doubted them and said, “Who would buy underwear on the internet or TV?”
But their very first show was sold out in just 15 minutes. That’s when they truly believed they were on the right path.
The Journey from Online to Offline
In the beginning, Clovia was sold only online. Later, they tried setting up a small stall in Delhi’s Sarojini Nagar market. Even there, Clovia became the best-selling brand. After that success, they opened their first exclusive store in Kalkaji, Delhi.
The Challenge of COVID and the Comeback
During COVID, the business came to a halt. Money ran out in the bank, and stock got stuck in the factories. But the team didn’t give up. Pankaj and Neha started making PPE kits, which brought in some income and helped get the business back on track. Clovia’s Social Media Platforms and Followers
Clovia Current Status
Today, Clovia has 85 stores across the country. Along with bras and briefs, they also sell products like loungewear, activewear, and shapewear. Every second, one Clovia product is sold.
Lessons Learned
- Start a business only when the need is real (it should be an aspirin, not a vitamin).
- Do proper research and start small.
- Listen to and understand your customer.
- Don’t give up during tough times.
- Trust your team.
The same boy who once stood outside his father’s shop thinking, “I’ll do anything, but I’ll never sell underwear,”
is now proudly the owner of one of India’s top lingerie brands. Pankaj Vermani’s story proves that if your vision is clear, your intentions are strong, and your efforts are honest — any dream can become reality.
FAQs
-
Who started Clovia and why?
Answer: Clovia was started by Pankaj Vermani and his wife Neha. They noticed that especially women in small towns in India lacked good-quality. To fulfill this need, they launched Clovia. -
Why was the name Clovia chosen?
Answer: The name Clovia was chosen to represent a feminine, smart, and global brand identity so that it fits well in international markets and creates an emotional connection with women. -
When was Clovia started?
Answer: Clovia was started in the year 2013 with the goal of providing women with well-fitting, affordable, and fashionable lingerie. -
Is Clovia only an online brand?
Answer: No, although Clovia started online, today it has more than 85 offline stores across India. -
What products does Clovia sell?
Answer: Clovia sells bras, briefs, nightwear, activewear, shapewear, loungewear, and personal care products. -
Where did Clovia make its first sale?
Answer: Clovia’s first big sale happened through a television shopping channel, where all products sold out within 15 minutes. -
What is the biggest reason behind Clovia’s success?
Answer: The biggest reason for Clovia’s success is recognizing the real market need, doing deep research, listening to customers, and offering the right product at the right price. -
How did Clovia face the COVID-19 challenge?
Answer: When the business shut down during COVID, Clovia started making PPE kits to save their employees’ jobs and earn some income. This helped the company get back on track. -
Is Clovia only for women?
Answer: Clovia mainly focuses on women’s products, but some products like skincare and loungewear can be for everyone. -
What lessons can we learn from Clovia?
Answer:- Identify the need and find solutions
- Start small with proper research
- Listen to your customers
- Don’t lose courage during tough times
- Teamwork is the real strength
