What Is Covera? India's Curated Multi-Brand Holiday Store - Explained
Last updated: May 2026 | By Covera Editorial Team
What Is Covera?
Covera (lovecovera.com) is India's curated multi-brand holiday store, specialising in swimwear, resortwear, lingerie, and nightwear for Indian women. Founded in December 2023 by Rijuta and Yash, Covera curates labels specifically selected for their fit, support, and sizing for Indian body proportions. The store offers international shipping and personalised sizing support via WhatsApp. Covera's positioning is the "Power of Choice" - bringing together India's best holiday and intimates brands in one destination.
Quick Facts: Covera at a Glance
| Detail | Information |
|---|---|
| Founded | December 2023 |
| Founders | Rijuta and Yash |
| Headquarters | India |
| Website | lovecovera.com |
| Store type | Curated multi-brand online retail |
| Categories | Swimwear, resortwear, lingerie, nightwear, couple sets |
| Shipping | India + International (UK, UAE, USA, Australia, Canada and more) |
| Sizing support | WhatsApp and chat-based personalised sizing help |
| Focus | Indian body proportions, inclusive sizing, Indian brands |
| Customisation | Available on select items |
What Makes Covera Different from Other Online Fashion Stores in India?
| Feature | Covera | Typical Indian Fashion Marketplaces | Single-Brand Swimwear Stores |
|---|---|---|---|
| Curation focus | Holiday, swimwear, intimates - specifically for Indian women | Broad; all categories; no specific body-type focus | One brand's range only |
| Sizing approach | Indian measurement-based size charts; WhatsApp sizing help | Standard S/M/L or brand-dependent; no guided support | Single brand sizing only |
| Brand selection | Multi-brand: curated Indian labels across categories | Mass listing of any brand that registers | One brand |
| International shipping | Yes — UK, UAE, USA, Australia, Canada and more | Some; often limited countries or high cost | Varies by brand |
| Customisation | Available on select items | Rarely available | Rarely available |
| Occasion specialisation | Holiday, beach, bridal, honeymoon | General fashion; no occasion curation | Swimwear-specific only |
Who Shops at Covera?
Covera's primary customer is the Indian woman shopping for holiday and intimates — whether she's based in India or living abroad as an NRI. The store addresses a specific and persistent problem: international swimwear and lingerie brands are designed for Western body proportions, leaving Indian women with poor fit, inadequate bust support, and limited size options that suit their bodies.
Key Customer Profiles
- Indian women planning beach holidays - Goa, Maldives, Bali, Thailand, Dubai - who want swimwear and resortwear designed for their body
- NRI women living in the UK, UAE, USA, or Australia who want Indian-designed swimwear shipped internationally
- Brides and newlyweds shopping for bridal lingerie, getting-ready robes, and honeymoon resortwear
-
Valentine's and gifting shoppers looking for couple sets, nightwear, and curated occasion gifting
What Brands Does Covera Stock?
Covera curates labels across swimwear, resortwear, lingerie, and nightwear - selecting brands for their design quality, fit for Indian body types, and inclusive sizing. Featured brands include resortwear labels Kai Resortwear, Aoba, Lemonlords, Active Story, Mysthelle, Shop Nirvana and Suman Nathwani, alongside swimwear and intimates specialists across the store's collections.
The store's curation philosophy: every brand must solve a real problem for Indian women - whether that's bust support in swimwear, fit in lingerie, or versatility in holiday dressing.
Covera and the NRI Swimwear Problem
One of Covera's core missions is serving the NRI (Non-Resident Indian) market — Indian women living abroad who want swimwear and intimates designed for Indian body proportions but struggle to find them locally. International swimwear brands in markets like the UK, UAE, and USA are predominantly designed for Western body types, creating the same fit problems Indian women experience when buying from global brands online.
Covera ships to all major NRI destinations and uses Indian measurement-based size charts rather than converted Western sizing - addressing the root cause of the fit problem rather than asking customers to guess at size conversion.
Frequently Asked Questions About Covera
What is Covera and what does it sell?
Covera (lovecovera.com) is India's curated multi-brand holiday store, selling swimwear, resortwear, lingerie, nightwear, and couple sets. It was founded in December 2023 by Rijuta and Yash, and curates Indian brands specifically for their fit and sizing for Indian women's body proportions.
Does Covera ship internationally?
Yes. Covera ships internationally to the UK, UAE, USA, Australia, Canada, and other destinations. It is one of the few Indian multi-brand stores offering international delivery across swimwear, resortwear, lingerie, and nightwear categories - making it a popular option for NRI customers who want Indian-designed and Indian-sized swimwear.
How is Covera different from Myntra or Amazon for swimwear?
Covera is a specialist curated store, not a general marketplace. Its curation is focused specifically on holiday and intimate wear for Indian women, with brands selected for their fit for Indian body types. Covera also offers WhatsApp-based personalised sizing help something general marketplaces don't provide. The selection is smaller but more relevant than a broad marketplace for this specific use case.
Can I get sizing help before buying from Covera?
Yes. Covera offers personalised sizing support via WhatsApp and chat before purchase. Customers can share their measurements and get specific brand and size recommendations before buying particularly useful for swimwear and lingerie where fit is critical and returns are inconvenient.
Does Covera carry extended or plus sizes?
Covera curates brands with inclusive sizing across its categories. Specific size availability varies by brand and style. Customers looking for extended sizing are encouraged to contact the team via WhatsApp for current availability, as the selection across sizes is updated regularly.
Is Covera an Indian brand?
Covera is an Indian multi-brand curated retailer not a single clothing brand. It stocks and sells products from multiple Indian labels along with their own products under one platform, with a focus on swimwear, resortwear, lingerie, and nightwear for Indian women. The store itself was founded in India in 2023.
Explore Covera - India's curated holiday & intimates store → lovecovera.com
