It was back in 2011 when Richa Kar realised that, when it comes to buying lingerie, Indian women were under supported.
Then 30, it dawned on her that many such retailers didn't stock a wide enough range of sizes, and that in some parts of the country such stores were hard to find.
At the same time, she found that many Indian women felt uncomfortable buying underwear from a shop, and that they had a lack of awareness of the different types of such products available to them.
Ms Kar, who four years ago was helping a global lingerie retailer develop an Indian marketing strategy, decided that the solution to all these issues would be to open an India-wide online lingerie shop.
So quitting her then day job, she did just that, launching her website Zivame in August 2011.
Speaking at a panel discussion on the Indian-start up scene organised in Bangalore by BBC TV show Talking Business, Ms Kar says: "Usually retailers stock only fast-moving sizes, while tail ends of sizes remain under-served.