Bengaluru, Karnataka, India, November, 2025 — Zivame, India’s leading intimate wear and lifestyle brand, has announced the elevation of Kiruba Devi to the position of Chief Operating Officer (COO) & Head, marking a major milestone in her remarkable journey within the organization. Over the past eight years, Kiruba has been instrumental in shaping Zivame’s growth trajectory through strategic foresight, operational excellence, and customer-centric innovation.
In her most recent role as AVP & Head – Category Management and Sourcing, she led several business-critical initiatives that strengthened Zivame’s product portfolio, optimized sourcing strategies, and enhanced vendor partnerships. Her leadership played a pivotal role in establishing Zivame’s dominance in the women’s apparel and intimate wear market by aligning brand positioning with evolving customer needs.
With over two decades of experience in retail and fashion, Kiruba brings deep expertise across product development, merchandising, sourcing, and category management. Prior to Zivame, she held leadership roles at Mahindra Retail Pvt. Ltd., Aditya Birla Retail, Jubiliant, and Link Apparels, where she built a strong foundation in fashion retail and apparel buying. At Mahindra Retail, she successfully led the women’s and kids’ wear categories, driving significant growth through innovative merchandising and product strategies.
In her new role as COO & Head at Zivame, Kiruba will lead the brand’s next phase of transformation—focusing on business expansion, operational efficiency, and digital integration to strengthen Zivame’s position as India’s most trusted and empowering destination for women’s fashion and lifestyle. Her journey exemplifies leadership, resilience, and a deep understanding of the Indian retail landscape.
About Zivame
Founded in 2011, Zivame began with the vision of helping women shop for intimate wear with confidence and freedom. Over the years, the brand has evolved into India’s No. 1 B2C intimate wear brand, empowering women through comfort, choice, and community.
With over 100 exclusive retail stores and a presence in 1,000+ partner outlets across the country, Zivame continues to expand its product categories beyond intimate wear to include activewear, sleepwear, cosmetics, and jewellery. Driven by innovation and inclusivity, Zivame is on a mission to become a one-stop destination for every woman’s fashion needs, inspiring confidence and comfort through every design.
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