India Lingerie

India Lingerie

The lingerie market in India has undergone significant growth and transformation in recent years, driven by changing consumer preferences, increasing disposable incomes, and a growing awareness of fashion and personal grooming. Traditionally a conservative market, India has seen a shift towards more Westernized styles and designs, with women seeking lingerie that not only provides comfort and support but also reflects their individual style. This change in mindset has been further fuelled by the rise of e-commerce, which has made lingerie shopping more convenient and discreet. The market is highly competitive, with both domestic and international brands vying for market share. Domestic brands such as Zivame, Clovia, and PrettySecrets have gained popularity by offering various styles, sizes, and price points to cater to diverse consumer needs. International brands like Victoria's Secret and Triumph have also made inroads into the Indian market, attracting consumers with their premium offerings.

The India Lingerie Market is expected to grow at a strong CAGR of 9.5% during the forecast period. The lingerie market in India is driven by several key factors, including changing demographics, increasing disposable incomes, and evolving fashion trends. According to the Ministry of Statistics and Programme Implementation, India's urban population is expected to reach 50% of the total population by 2050, leading to a rise in demand for lingerie products. Additionally, rising disposable incomes, coupled with a growing middle class, have fueled consumer spending on fashion and lifestyle products, including lingerie.

• By product type, the market is segmented into bras, knickers or panties, shapewear, and others. The bras segment held the dominant share of the market in 2022. With a growing emphasis on comfort, fit, and style, consumers are seeking bras that cater to their specific needs, leading to a surge in demand for sports bras, maternity bras, and seamless bras. This shift in consumer behavior has prompted lingerie brands to innovate and expand their product offerings, focusing on design, material, and functionality. For instance, in March 2024, Jockey India introduced its "Fit Smart" range of bras, incorporating smart fabric technology for enhanced comfort and fit. Another development was in April 2024, when Triumph International launched its "Shape Sensation" collection, featuring bras designed to provide shaping and support.
• Based on distribution channel, the market is segmented into supermarket/hypermarket, multi-branded stores, online, and others. The online segment is anticipated to grow with a high CAGR during the forecast period, fueled by increasing internet penetration, smartphone usage, and a shift towards online shopping. Consumers are increasingly opting for the convenience and privacy of online shopping, which has led to a surge in the number of online lingerie retailers and platforms. This trend has been further accelerated by the COVID-19 pandemic, which has prompted more consumers to shop online for lingerie. E-commerce platforms are leveraging this trend by offering a wide range of products, convenient payment options, and hassle-free returns, thus driving the growth of the online lingerie market in India. Several companies have launched their virtual stores, thus boosting this segment's growth. For instance, in July 2024, Clovia launched a virtual try-on feature on its website, allowing customers to digitally try on lingerie before making a purchase, thereby enhancing the online shopping experience.
• For a better understanding of the market adoption of the lingerie industry, the market is analyzed based on its regional presence in India such as North, West and Central, South, and East. The lingerie market in North India has been witnessing significant growth, driven by increasing consumer awareness, rising disposable incomes, and changing fashion trends. The region, known for its diverse culture and fashion sense, has seen a surge in demand for premium and stylish lingerie. Consumers are more inclined towards branded products, focusing on comfort, quality, and variety. For instance, in May 2024, when Zivame, a popular lingerie retailer, opened its flagship store in Chandigarh, marking a significant expansion in North India. Additionally, in June 2024, Enamor partnered with several e-commerce platforms to enhance its online presence and reach a broader audience, aiming to capitalize on the growing online shopping trend in the region. E-commerce platforms have played a crucial role in expanding market reach, offering a wide range of products, and facilitating easy access to international brands.
• Some of the major players operating in the market include Zivame Intimates Private Limited, Purple Panda Fashions Private Limited, Enamor, Amante, Triumph, Jockey, Lovable, La Senza, Calvin Klein, and H & M Hennes & Mauritz AB.