Aariz Nizam was determined to “give back to women who are the strength and backbones of the society.” When his travelling love took him to Egypt. There he discovered various Nubian fabrics, Aariz turned to entrepreneurship by founding lingerie brand Azzaria. It is named after the Turkish word (freedom).

He told that the idea is to promote self-confidence among women with a product, which is comfortable to wear. This company was founded in February 2020. This Delhi-based lingerie startup entered into the promising market for women innerwear in India. lt was valued at Rs 120 billion in 2018, the market is anticipated to reach Rs 275 billion in 2023, according to Statista.

The brand has a good quality control team, which provides cotton from Egypt and collaborates with different stylists and designers from London to design trendy innerwear.

Then these products are further produced at their manufacturing facility in Delhi-NCR. They are priced between Rs 349 and Rs 1,199. They are specialised in three different product variants: comfort bra, sports bra, and nursing bra for mothers.

“Egyptian cotton is classified as extra-long staple cotton which has longer and silkier fibres that can produce luxuriously soft and strong fabric,” he explains.

He says, “There has always been competition between the giants and it poses one of the biggest challenges for the survival of startup businesses. This competition gets tougher for ecommerce businesses. It can also be hard to determine if your company is on the right path.”