Now even innerwear on quick commerce as Clovia partners with Zepto

Quick commerce is fast gaining traction in categories beyond groceries and food essentials. Lingerie brand Clovia, has partnered with Zepto to offer it products in more than 18 cities in India.

The company says customers in Mumbai, Bengaluru, Delhi-NCR, Chennai, Hyderabad, Lucknow, Pune, Kolkata, Jaipur and more can now shop products from Clovia from Zepto platform and receive their orders in minutes.

"At Clovia, we are committed to creating innovative shopping experiences for our customers. In today's fast-paced world, convenience is key, and our collaboration with Zepto ensures that our customers can access Clovia’s high-quality products faster than ever before. We understand that today’s customers seek both quality and quick service, and this collaboration allows us to deliver on both fronts,” said Soumya Kant, Co-Founder & Chief Growth Officer, Clovia.

Devendra Meel, Chief Business Officer at Zepto, added, “We are proud to partner with our Sellers to quickly deliver Clovia’s premium innerwear to our users. We extend our gratitude to our sellers for enabling the listing of Clovia products, which reinforces their commitment to convenience, quality and empowering women with every delivery.”

“By leveraging Zepto’s quick-commerce model, Clovia continues to enhance its digital approach, streamlining the shopping experience for consumers who prioritize speed and accessibility. This partnership is another step toward strengthening Clovia’s omnichannel presence while reinforcing its position as a market leader in the intimate wear category,” says the company statement.

It is not clear whether Clovia’s move towards quick commerce was driven by shopper studies or discernible consumer trend. But what is obvious is that quick commerce is moving into categories where the touch and feel factor is a critical one and shows a marked change in how consumers are shopping today. Does it also mean that brick and mortar retail has to double up its efforts in creating something very sticky and highly experiential to draw shoppers and customers?