Mumbai, Feb 5 (IANS) With an overwhelming majority of Indian women simply unaware of their correct bra size and wearing the wrong size all their life, a new initiative by a lingerie e-tailer -- aptly named 'Fit is my Right' -- aims to help over 500,000 women over the next 12 months in finding innerwear that suits their size.
The initiative has been launched in the wake of some facts that came up during a Zivame survey on usage of bras among Indian women.
According to the survey, four out of five Indian women do not know their right size and have been wearing wrong size bras all their life. Women are also not aware of the life of a bra and 53 percent of those surveyed were using bras that were 'too old'.
Also, as many as 82 percent of the respondents had never received professional help in finding the right bra even though they had been buying lingerie at least once in six months.
These can create implications that go beyond mere physical appearance. There are a host of health and wellness concerns that arise out of wearing bras that are either too old or the wrong size or both.
Richa Kar, founder and CEO, Zivame, said: "Women are not comfortable talking about bras. For most girls, the first bra-buying experience consists of going to a lingerie store and having to deal with salesmen or women, who are rarely equipped with the knowledge to 'consult' on the right fit and style.
"With 'Fit is my Right', we aim to correct this by making young college-going women aware about the importance of wearing the right bra. This will not only help them personally to adopt a healthy practice for the rest of their lives, it will also get passed on to others in their circle of influence -- their mothers, friends and relatives and most importantly, their daughters later."
As part of the campaign, experts will visit colleges across Mumbai and undertake educational workshops and free counselling and fitting sessions for students. The idea is to educate women about the importance of wearing the right brassiere and the health and wellness implications involved.
The campaign will be run with the help of a ‘Mobile FittingLounge’, which will travel to colleges in the city. The all-woman customised fitting van comes equipped with three trial rooms and bras of all sizes required for the fitting exercise.
The fitting lounge will also have three fitting experts, who will help women in identifying their right size. In Mumbai, Zivame aims to help over 10,000 college-going girls identify their right bra size in the next one month.
Pre-booking started for the Samsung Galaxy S23 series, only this much money has to be paid
Samsung Galaxy S23 series: Korean company Samsung is going to launch the Samsung Galaxy s23 serie
Sugar mills can be future power houses: Industry official
Kolkata, March 23 (IANS) The country's 550 odd sugar mills can produce at least 2,500 MW of ele
Bollywood's well-known actress Ameesha Patel is in constant discussion about her upcoming film 'G
UK major Cairn gets Income Tax demand
New Delhi, March 11 (IANS) Going contrary to Finance Minister Arun Jaitley's promise that India
SBI Research: Growth rate will be 7.5 percent this year, GDP size will increase by 16 percent
The growth rate of the Indian economy is likely to increase by 0.20 percent to 7.5 percent in 202
Fan following of Hollywood actor Chris Hemsworth is worldwide. Hemsworth, who played the role of
These days the issue of work shifts is hot in Bollywood corridors. After becoming a mother, Deepi
Eight days ago... this was the same area. No one knew that after some time something unimaginable
Victory of common man: Section 66A victim
Kolkata, March 24 (IANS) Victims and legal experts on Tuesday hailed the Supreme Court's verdict
World Cup: India vs UAE, Innings Scoreboard
Perth, Feb 28 (IANS) Following is the scoreboard of the U
