Anjali Sharma ( Angelicenz).

In a global fashion landscape long dominated by Western standards, few have dared to challenge the norms with authentic, culturally rooted innovation. But Anjali Sharma, the Founder & CEO of Angelicez, is doing just that— crafting premium lingerie tailored for Indian body types, skin tones, and personal aesthetics. With more than a decade of experience in the garments industry, Anjali has built Angelicez into a homegrown luxury lingerie brand that champions comfort, confidence, and celebration of womanhood. In this exclusive interview with CEO Insights, Anjali shares her journey, vision, and the passion that fuels Angelicez’s success. 1. What inspired you to start a lingerie brand of your own? Anjali Sharma: As a woman, fashion has always been close to my heart—it’s not just about style but also self-expression and empowerment. Over the years, I realized how underserved Indian women were when it came to lingerie that truly fits our unique body types and skin tones. Most available products were either foreign-designed or ill-suited to Indian comfort preferences and aesthetics. I’ve always believed that when you work in a field you’re passionate about, you naturally strive for excellence. That belief drove me to build Angelicez—a brand that combines beauty, comfort, and inclusivity. Before starting Angelicez, I had years of experience in the surplus garment trade, collaborating with well-known international and domestic labels. That journey gave me deep industry insights and the confidence to venture into the premium lingerie segment. 2. What makes Angelicez stand out in such a competitive market? Angelicez is unique because we approach lingerie design from a culture-specific and body-aware perspective. While most global brands design for Western silhouettes, we design specifically for Indian women—taking into account variations in curves, torso lengths, and even lifestyle factors. Our pieces aren’t just aesthetically pleasing, they’re engineered for comfort, support, and real-world wearability. Additionally, our collections incorporate a wide range of skin tone-friendly colors, moving away from the usual pastels or nudes that don’t suit the Indian palette. It’s all about empowering women to feel confident, cherished, and comfortable in their own skin. 3. What challenges did you face while building the brand from scratch? Building a brand in an industry dominated by global giants is no easy task. From sourcing materials to establishing trust with customers, every stage was a learning curve. Educating consumers about the importance of proper fit and fabric quality in lingerie was another challenge. As a female entrepreneur, I also encountered my share of skepticism. But I let my work speak for itself. Every piece we launched was backed by research, trials, and a deep understanding of our customers’ needs. Slowly but steadily, we carved out our own space in the market.