Investment company Unilazer Ventures, owned by Ronnie Screwvala, is leading the round along with existing investors.
Earlier in January this year Zivame raised $3 million from IDG and Kalaari Capital.
“We invest in broad-based consumption stories, which are scalable lending itself to building a brand. Indian shopping habits in this segment has not even touched the tip of the iceberg. Online shopping will be massive as it lends to private shopping,” said Screwvala, who sold UTV Software Communications to Walt Disney in 2011 for Rs 2,000 crore.
The newly raised funding will be used to improve personalization, recommendations and visual merchandising, as well as marketing to get more tier 2 women buy online.
Ronnie Scewvala’s Unilazer Ventures earlier invested in Valyoo Technologies, the company behind WatchKart, Lenskart, bagskart and jewelskart.