Khatija Lokhandwala: Marketing Genius Behind Zivame’s Incredible Success
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Khatija Lokhandwala: Marketing Genius Behind Zivame’s Incredible Success

Khatija Lokhandwala​, Head of Marketing​, Zivame made a space in the eminent list of ‘BW Retail World 40 under 40’ by BW Businessworld.

She is a consumer marketing specialist with over 14 years of experience across various categories, including Skin Care, Foods, Home Care, and Apparel. Throughout her career, she has achieved several significant milestones, such as heading the Skin Care Division of CavinKare and handling three categories of Fairness creams, Talcum Powder, and Deodorants within just six years of starting her career.

She has also been responsible for extending the iconic brand of Ujala into new categories while serving as the Head of Marketing at Zivame, the leading intimate wear brand in the country. Under her leadership, Zivame has become the number one D2C brand in women’s intimate wear in India.

In the highly sensitive category of intimate wear, she has taken bold steps to remove the taboos surrounding this category and make conversations more mainstream and real. The brand launched several campaigns encouraging women to find solutions to their intimate wear problems, and its Fit Experts in retail stores help women identify the right size and profile for them.

It introduced innovative campaigns such as using stand-up comedy to spread awareness of sensitive topics, launching a brand IP called Zivame Unhooked featuring real women discussing their problems and showcasing the transformation they go through with the right intimate wear, and hosting the first-ever fashion show in India on intimate wear featuring real women.

The company’s inclusive brand campaigns showcase real women across diverse age groups and body types without sexualizing the category.  As a result, Zivame has become the number one D2C intimate wear brand for women in India, with the highest TOM and MOUB in the space.

In addition to her remarkable triumphs in the marketing industry, Lokhandwala is also known for her leadership and ability to inspire and motivate her team. She is highly regarded for her strategic thinking, visionary approach, and devotion to delivering outstanding results.

Her passion for driving change and breaking stereotypes in the intimate wear category has made her an influential figure in the industry, and she goes on to push limits and challenge standards with her creative ideas and campaigns.

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