The Indian lingerie
market is anticipated to grow during the forecast period owing to rising the popularity
of social media platforms, growing internet penetration, and increasing
e-commerce platforms.
Lingerie is the term used to describe women's
underwear. In France, the term is more commonly used to refer to underwear in
general, which is how the word was originally employed. Lingerie is typically
thought of as clothing that enhances and flatters the feminine figure and makes
the wearer appear more attractive in various countries. They may, however, also
be made with modesty or even comfort in mind. Cotton or linen
was originally used to make lingerie. However, the majority of the items
associated with lingerie today, such as bras and underwear, are quite contemporary.
Two categories best describe
most contemporary lingerie. The first category consists of undergarments made
with practicality or modesty in mind. For example, slips and camisoles are
designed to be worn below outerwear. The underwear in the second category is
racier. This category includes a variety of decorative corsets, beautiful bra
and underwear sets, and nightgowns. This is also taken into consideration when
making short robes and fancy camisole.
Lingerie is becoming an
increasingly important component of women's wardrobes. Nevertheless, India's
expanding urbanization is one of the key factors driving the market's growth.
The lingerie market is growing significantly, and this trend is expected to
continue.
Rising Popularity of Social Media
Platforms and Internet Penetration is Expected to Boost Market Demand
India's strong internet usage
has been heavily attributed to increasing consumer awareness of lingerie
in the nation. Across all social media platforms, including Instagram
(230.3 million users), Facebook Messenger (122.5 million users), Twitter (23.60
million users), etc., the country has a high percentage of active
users. In January 2022, there were 658.0 million internet users in India. In
India, there were 467.0 million active users of social media in January 2022.
At the beginning of 2022, social media usage in India accounted for 33.4% of
the country's total population. Therefore, the rising internet penetration
and the rising popularity of social media platforms in the country is expected
to fuel the market demand for lingerie during the forecast period.
Company’s Spending on
Marketing Strategies Aids the Market
The market for lingerie in
India is expected to be driven by companies spending on R&D activities and
marketing tactics to boost the growth of products during the forecast period. Businesses
use celebrity marketing to attract customers, increase sales, and increase
profits. Zivame launched the "Grand Lingerie Festival" in India. Triumph
and the Indian actress Kriti Sanon are co-powering it. With more than 50000
styles from more than 100 manufacturers, it is bigger and better than ever. The
semi-annual intimate wear event sponsored by Zivame.com features the widest
selection of lingerie and sleepwear products, including shapewear, activewear,
and many more. Therefore, the increasing spending on marketing strategies by
the companies for increasing revenue and other benefits fuels the Indian
lingerie market during the forecast period.
Companies Expanding their
Presence Fuels the Market Growth
The demand for Indian
lingerie is expected to increase throughout the forecast period as a result of
Indian companies using cutting-edge marketing strategies to draw clients, such
as mergers and acquisitions with rival companies. For instance, in 2022,
with an investment of USD 125 million, Reliance Retail Ventures Limited
(RRVL) acquired a majority 89% equity stake in Clovia, a market leader in
the bridge-to-premium intimate apparel category. Moreover, in 2021,
Reliance Retail Ventures Limited (RRVL) purchased from MAS Brands, a fully
owned subsidiary of MAS Holdings of Sri Lanka, the retail lingerie companies
under the umbrella brand “Amante” for an undisclosed amount. The products are
distributed throughout India and Sri Lanka through company-owned stores,
multi-brand outlets, and e-commerce channels. Therefore, acquisitions and
mergers of the companies are expected to fuel the demand for lingerie in India
during the forecast period.
Growing Trend of Flexible
Fabrics Drives Market Growth
The Indian
lingerie market is being driven by the growing trend of producing
lingerie with flexible fabrics. Other factors contributing to the
increase in lingerie demand and consumption include the use of lace,
cotton, nylon, silk, and sheer textiles. Designers of undergarments are
concentrating on producing clothing with opulent components such as lace,
embroidery, and other embellishments. The aforementioned factors have increased
consumer interest in these products, which inspires designers and producers to
create comparable, stylish lingerie that meets a range of needs.