
The BITS Pilani Engineer Who Dared to Sell Lingerie Online When No One Would Even Say the Word: How Richa Kar Built India's First Intimate-Wear Brand, Fought Off a Decade of Stigma, and Changed How Millions of Women Shop
In 2010, Richa Kar was 28 years old, a graduate of BITS Pilani and the Narsee Monjee Institute of Management Studies, with a solid corporate career at SAP and Spencer's Retail. She had been researching the Indian lingerie market for months—not because she intended to start a business, but because she had noticed something that seemed too obvious to be true. Indian women, regardless of income, education, or geography, were almost universally underserved when it came to intimate wear. The neighbourhood lingerie stores were cramped, poorly lit, and staffed by men who made the shopping experience so uncomfortable that most women rushed through it, buying whatever was handed to them without ever trying anything on. The premium options were available only in high-end department stores in a handful of cities. The vast majority of Indian women—hundreds of millions of them—were buying ill-fitting, uncomfortable, and often unhygienic intimate wear because they had no dignified alternative.








