Covera transforms India’s swim, lounge and intimates shopping experience
From Ahmedabad to customers across India, Covera delivers a bold, body-positive, and modern retail experience across swimwear, lingerie, loungewear, and more. In conversation with Fibre2Fashion, Founders Rijuta Kumbhat and Yash Nathvani share how Covera is reshaping fashion retail by blending data-driven design, Indian manufacturing, and conscious scaling.
What inspired you to launch Covera?
Covera was created to bring a modern retail experience to categories often overlooked—swimwear, activewear, loungewear, and intimates. While we don’t position ourselves as a ‘sustainable’ brand, we are deeply committed to purposeful creation and responsible retail. Our focus is on curating the right products, not more products.
By designing and retailing based on data and real customer needs, we aim to build a smarter, leaner fashion ecosystem that reduces guesswork and minimises waste.
Could you share how you source your materials and ensure ethical production practices?
Our approach to design is data-driven, not instinct-driven. We study what colours, silhouettes, and patterns our customers respond to and we design or curate accordingly. We don’t overproduce or ‘hope something will sell;’ we let insights lead the way.
When it comes to sourcing, everything we create, or curate is made in India. We work closely with Indian brands, many of whom follow made-to-order or limited-production models, which naturally reduces excess inventory and waste.
For our in-house line, we manage end-to-end production in India, optimising fabric consumption and even repurposing fabric scraps into accessories, pouches, or small packaging elements.
How does Covera differentiate itself in India’s growing sustainable fashion segment?
We don’t define ourselves by sustainability jargon, we define ourselves by intelligence and intent. Covera isn’t just another fashion retailer; it is a curated destination that bridges online favourite brands and offline discovery, combining convenience with curation.
Our differentiation lies in how we blend retail, data, and design. Every product we sell, whether our own or from partner brands is chosen because it fits what our customer truly wants, not because it fits a marketing trend. That is how we make fashion conscious in a real, measurable way.
How does Covera balance modern aesthetics with traditional Indian craftsmanship?
We celebrate the new India—where creativity, comfort, and functionality come together. All the brands we partner with are Indian-born and Indian-made, allowing us to support local designers, small businesses, and domestic manufacturing at every stage.
Rather than traditional craftsmanship, our focus is on modern Indian design thinking: clean lines, versatile silhouettes, and contemporary prints that reflect today’s lifestyles while remaining proudly made in India.
What role does technology play in your design or supply chain processes?
Technology drives nearly every decision we make. From analysing sell-through rates and customer preferences to predicting next-season demand, we use data to inform both design and curation.
We also leverage digital sampling and feedback loops to test prints and silhouettes before production, which helps us make smarter, more responsive design choices. It is about using technology to remove waste and guesswork, not just automate processes.
How do you approach inclusivity and diversity in your collections?
Inclusivity is foundational to Covera. Our collections are designed for real Indian bodies, with sizes ranging from XS-3XL, reflecting genuine diversity.
Our visual storytelling also intentionally moves away from the airbrushed ideal. We feature women of different body types, tones, and personalities who truly represent our audience.
We built a body-positive retail space in Ahmedabad where women could discover comfort-first fashion in a safe and judgment-free environment.
While our offline store is currently paused, that same ethos continues online, where we focus on relatability, accessibility, and honest representation.
What has been the biggest challenge in scaling a conscious fashion brand like Covera?
Scaling consciously means moving more thoughtfully than the industry’s usual pace. The challenge lies in balancing agility with intention—growing quickly without slipping into overproduction or clutter.
We have learned that smart scaling comes from listening closely to customers, understanding sales data, and reading the market’s mood, then adapting our offering with precision rather than pressure.
How is the Indian fashion industry adapting to the global shift toward sustainability and circular design?
India is naturally well-positioned for this shift. We have always had a culture rooted in resourcefulness and longevity in clothing.
What is evolving now is that brands are aligning their business strategies with data, community, and authenticity—moving beyond surface-level ‘eco’ buzzwords.
Circularity in India will take its own shape; it’s not only about recycling but about creating products people truly use, love, and keep.
What emerging consumer trends are shaping the future of ethical and conscious fashion?
Consumers today are driven by meaning, comfort, and credibility. They are moving away from impulse purchases and toward intentional choices, gravitating to brands that feel real, relatable, and transparent.
We are also seeing a clear shift toward category-based discovery—customers now prefer brands that specialise rather than generalise. For us, that means doubling down on becoming India’s go-to destination for swim, lounge, and activewear, offering products that blend everyday comfort with personal expression.
What future innovations or expansions can we expect from Covera?
Covera is entering its next phase—a digital-first expansion driven by smarter retail and stronger data.
We are deepening our private label offering, with a focus on swimwear, resort wear, and everyday comfort categories where our insights and customer understanding are already strong.
Interviewer: Shilpi Panjabi
Published on: 21/11/2025
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
