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.
United Nations meeting - Imran Khan told his blood, will it have the opposite effect?
Is Pakistan Prime Minister Imran Khan exploiting anti-US sentiments within the country? Opinions
PM Modi's massive rallies continue in the election state Madhya Pradesh. The Prime Minister has r
The fire that came on Monday in Turkey and Syria created havoc. Thousands of people got absorbed
The World Health Organization has advised Ukraine to destroy the pathogen present here, due to wh
After Jahangirpuri, bulldozers will run in Shaheen Bagh and Okhla too, list of areas being prepareda
After the Jahangirpuri area, municipal bulldozers will also run in the Okhla and Shaheen Bagh are
Criminal nabbed, Carbine Recovered in Ghaziabad
Ghaziabad, Feb 7 (IANS) A criminal was nabbed Saturday and a carbine was recovered from him near
Many days have passed since the war between Israel and Hamas, but till now the war between the tw
World's third richest person Gautam Adani has said that it is our commitment to developing busine
new Delhi. The tourism industry, which had been closed for 4 months due to coronavirus, is now sl
New Zealand beat S. Africa, Book first berth in final
Auckland, March 24 (IANS) Grant Elliot (84 not out) helped New Zealand reach their first ever c
