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Forecast Period
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2026-2030
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Market Size (2024)
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USD 5.06 Billion
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CAGR (2025-2030)
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11.2%
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Fastest Growing Segment
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Shape Wear
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Largest Market
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North
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Market Size (2030)
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USD 9.57 Billion
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Market Overview
India Lingerie Market was valued at USD 5.06 Billion in 2024 and is anticipated to grow with a CAGR of 11.2% through 2030. Lingerie
originally referred to women's underwear but in France, it encompasses all
types of undergarments. While traditionally associated with enhancing
femininity and attractiveness, lingerie today also prioritizes comfort and
modesty. Initially crafted from materials like cotton or linen, modern lingerie
includes contemporary items such as bras and panties. It can be categorized
into practical undergarments like slips and camisoles, and more ornate pieces
like corsets, bra sets, and nightgowns. Lingerie has become increasingly
integral to women's wardrobes, particularly driven by urbanization in India,
which is expanding the market significantly and expected to continue doing so. In
India, the lingerie market is anticipated to grow due to companies investing in
research and development as well as strategic marketing efforts aimed at
enhancing product growth. Celebrity endorsements are utilized by businesses to
attract customers, drive sales, and maximize profitability.
As per the Household Consumption
Expenditure Survey 2024, Indian citizens allocated a larger share of their
expenditures towards fashion compared to food. Experts linked this shift to
several factors, notably the burgeoning influence of social media, especially
in rural areas. Increased exposure to online trends and influencer culture has
sparked heightened consumer interest in goods such as clothing and footwear.
This digital marketing surge, combined with rising disposable incomes, has
fueled a growing demand for stylish apparel.
Key Market Drivers
Changing
Demographics and Urbanization
India's rapid urbanization and changing demographics,
including increasing disposable incomes and a rising middle class,
significantly impact the lingerie market. Urbanization brings shifts in
lifestyle and fashion preferences, driving demand for modern and stylish
lingerie products. As more women join the workforce and become financially
independent, there is a growing inclination towards purchasing higher quality,
branded lingerie items that offer both comfort and style. This demographic
shift is fueling market expansion, with lingerie becoming an essential part of
everyday attire rather than just functional undergarments.
Increasing
Awareness and Fashion Consciousness
Awareness about personal grooming and fashion trends
is rising among Indian consumers, particularly in urban areas. This heightened
awareness is driving demand for lingerie that not only provides comfort but
also complements personal style and enhances self-confidence. Influenced by
media, internet penetration, and exposure to global fashion trends through
social media platforms, consumers are more informed and discerning in their
lingerie choices. This trend encourages brands to innovate and offer a wide range
of styles, colors, and designs to cater to diverse preferences, thereby
expanding the market size and product offerings.
Shift towards
Premiumization and Brand Awareness
There is a noticeable
shift towards premium and branded lingerie products in India. Increasingly,
consumers are willing to invest in higher-quality lingerie that offers better
fit, durability, and aesthetics. This preference for branded products is driven
by perceptions of better quality, reliability, and superior customer service.
Brands are capitalizing on this trend by investing in product innovation,
including using advanced materials and technologies to enhance comfort and
functionality. Moreover, strategic marketing campaigns, including celebrity
endorsements and collaborations with fashion influencers, are boosting brand
visibility and consumer trust, thereby stimulating market growth.
E-commerce Growth and
Accessibility
The rapid expansion of
e-commerce platforms has democratized access to lingerie across India,
particularly in smaller towns and rural areas where physical retail
infrastructure may be limited. E-commerce offers convenience, privacy, and a
wide assortment of lingerie products at competitive prices. This accessibility
has broadened the consumer base and contributed to the overall market
expansion. Additionally, online platforms facilitate easier comparison
shopping, customer reviews, and personalized recommendations, further
influencing purchasing decisions and driving market growth. The pandemic
accelerated digital penetration across various sectors by 12 to 24 months,
significantly propelling the adoption of e-commerce. It is anticipated that by
2025, the number of online shoppers will reach between 350 to 400 million,
collectively spending approximately $150 billion. Within this projection, the
fashion and apparel segment is expected to account for the largest share of
online retail spending, comprising 25% of the estimated total online retail
expenditure of $140 billion to $160 billion by 2025.
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Key Market Challenges
Cultural
Sensitivities and Taboos
One of the major challenges in the
Indian lingerie market stems from cultural sensitivities and taboos surrounding
discussions and purchasing of intimate apparel. In many parts of India,
lingerie is still considered a sensitive and private matter, leading to
hesitation or discomfort among consumers when it comes to shopping for these
products openly. This cultural barrier can hinder market expansion, especially
in conservative regions where societal norms dictate modesty and privacy. Cultural
norms and taboos surrounding lingerie shopping in India present a significant
challenge. Many consumers, especially in conservative regions, perceive
lingerie as a private matter and may feel uncomfortable discussing or
purchasing these products openly. This cultural sensitivity limits the openness
and accessibility of the market, affecting consumer behavior and shopping
patterns. Brands must navigate these sensitivities delicately, often requiring
tailored marketing strategies and localized approaches to build trust and
acceptance among diverse consumer segments.
Price
Sensitivity and Affordability
Price sensitivity remains a critical
challenge in the Indian lingerie market, particularly among the price-conscious
middle and lower-income segments. Many consumers prioritize affordability over
brand loyalty or product features, leading to a competitive pricing
environment. Brands must navigate this challenge by offering value-for-money
propositions while maintaining quality and meeting consumer expectations for
comfort and durability. Price sensitivity is a critical challenge in the Indian
lingerie market, particularly among middle and lower-income segments. Consumers
often prioritize affordability over brand loyalty or product features, making
pricing strategies crucial for market penetration and competitiveness. Brands
must balance offering affordable options while maintaining quality and meeting
consumer expectations for comfort, fit, and durability. The presence of a vast
unorganized sector further intensifies price competition, challenging
established brands to differentiate themselves based on value proposition
rather than price alone.
Infrastructure
and Distribution Challenges
India's vast geographical expanse and
diverse population present logistical and distribution challenges for lingerie
brands. Infrastructure limitations, particularly in rural areas, pose barriers
to timely delivery and accessibility of products. Physical retail presence in
tier 2 and tier 3 cities is often inadequate, further complicating market
penetration efforts. E-commerce has partially addressed these challenges but
still faces hurdles such as last-mile delivery issues and online payment
preferences. India's geographical vastness and diverse population pose
significant infrastructure and distribution challenges for lingerie brands.
Inadequate physical retail infrastructure, especially in tier 2 and tier 3
cities, limits consumer access to branded lingerie. While e-commerce has
expanded reach, logistical issues such as last-mile delivery and payment
preferences remain hurdles. Improving distribution networks and enhancing
logistical capabilities are essential for brands aiming to capture market share
across urban and rural areas alike.
Key Market Trends
Shift
towards Comfort and Functionality
One prominent trend in the Indian
lingerie market is the increasing emphasis on comfort and functionality.
Consumers are prioritizing lingerie that offers all-day comfort, seamless fit,
and support without compromising on style. This trend is driven by changing
lifestyles, where women are increasingly active and seek undergarments that can
seamlessly transition from day to night. Brands are responding by incorporating
breathable fabrics, innovative designs, and ergonomic features into their
lingerie lines. This shift towards comfort-driven lingerie reflects a broader
trend towards wellness and self-care, where consumers value products that
enhance their everyday comfort and confidence.
Rise
of Inclusivity and Diversity
Another significant trend is the growing
demand for size inclusivity and diversity in lingerie offerings. Indian
consumers are becoming more vocal about the need for lingerie that caters to
diverse body shapes and sizes. Brands are expanding their size ranges to
include plus sizes and offering a variety of styles that accommodate different
body types. This trend is driven by increasing awareness around body positivity
and the importance of inclusivity in fashion. By embracing diversity, brands
not only expand their customer base but also foster a sense of inclusiveness
and empowerment among consumers.
Emergence
of Sustainable and Ethical Practices
Sustainability is gaining traction as a
key trend in the Indian lingerie market. Consumers are increasingly conscious
of the environmental and social impact of their purchases and are seeking
lingerie brands that prioritize sustainable and ethical practices. This
includes using eco-friendly materials such as organic cotton, bamboo, and
recycled fabrics, as well as adopting ethical manufacturing processes that
ensure fair labor practices and reduce carbon footprint. Brands that integrate
sustainability into their business models are resonating with environmentally
conscious consumers and positioning themselves as leaders in ethical fashion.
E-commerce
and Digital Transformation
The growth of e-commerce is a
transformative trend in the Indian lingerie market, providing consumers with
convenient access to a wide range of products and brands. E-commerce platforms
have democratized lingerie shopping, particularly in smaller towns and rural
areas where physical retail presence may be limited. Consumers appreciate the
privacy, convenience, and extensive variety offered by online shopping, which
has accelerated market growth. Brands are investing in digital marketing
strategies, personalized shopping experiences, and omnichannel integration to
enhance customer engagement and loyalty in the competitive e-commerce
landscape.
Fashion-forward
Designs and Personalization
Indian consumers are increasingly
embracing lingerie as a fashion statement, leading to a rise in demand for
stylish and trend-forward designs. Brands are introducing collections that
combine functionality with aesthetic appeal, featuring intricate lacework, bold
colors, and innovative silhouettes. Personalization is also becoming a key
trend, with brands offering customization options such as mix-and-match sets,
adjustable straps, and personalized fittings. This trend reflects evolving
fashion preferences and the desire for lingerie that not only fits well but
also complements individual style and personality.
Segmental Insights
Product
Type Insights
In the Indian lingerie market, bras
constitute the dominant segment due to several key factors. Bras are essential
undergarments that cater to both functional and aesthetic needs of women across
all age groups. They provide support, comfort, and shape, making them a daily
necessity for most women. The diversity
within the bra segment allows for a wide range of products to cater to various
preferences and body types. This includes everyday bras, sports bras, push-up
bras, strapless bras, and more, each designed to meet specific needs and
fashion preferences.
The increasing fashion consciousness
among Indian consumers has led to a growing demand for bras that not only
provide comfort but also reflect personal style and trends. Brands are
continuously innovating with new designs, materials, and technologies to offer
bras that are both functional and fashionable. Lastly, the influence of media,
including digital platforms and celebrity endorsements, plays a significant
role in promoting bras as essential fashion items. This visibility and
endorsement contribute to the overall growth and dominance of the bra segment
within the Indian lingerie market.
Distribution
Channel Insights
In the Indian lingerie
market, multi-branded stores emerge as the dominant distribution channel for
several compelling reasons. These stores offer a diverse range of lingerie
brands under one roof, providing consumers with a wide selection to choose from
based on preferences, styles, and budgets. This convenience and variety make
multi-branded stores popular among shoppers looking for both basic and premium
lingerie options. Moreover, multi-branded stores often have trained staff who
can provide personalized fitting services and expert advice, enhancing the
shopping experience and ensuring that customers find the right fit and style.
This personalized approach helps build trust and loyalty among consumers,
encouraging repeat visits and purchases.
Additionally,
multi-branded stores are strategically located in urban centers and shopping
malls, making them easily accessible to a large customer base. Their physical
presence allows consumers to physically examine and try on products before
making a purchase, which is particularly important for lingerie where fit and
comfort are critical.
Furthermore, these
stores benefit from economies of scale in purchasing and marketing, allowing
them to negotiate competitive prices with brands and pass on cost savings to
consumers. Overall, multi-branded stores play a pivotal role in driving sales
and expanding the reach of lingerie brands in the dynamic and competitive
Indian market.
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Regional Insights
In the India lingerie market, the
northern region stands out as a dominant force for several compelling reasons. The
northern states, including Delhi, Uttar Pradesh, Punjab, Haryana, and
Rajasthan, boast some of the country's largest urban centers and metropolitan
areas. These urban hubs not only have a high population density but also higher
disposable incomes and greater fashion awareness among consumers. This
demographic profile contributes significantly to the demand for lingerie, as
urban residents tend to prioritize style, comfort, and quality in their apparel
choices.
The northern region serves as a major
hub for fashion and retail activities, hosting numerous multi-branded stores,
exclusive boutiques, and shopping malls that specialize in lingerie. These
retail establishments offer a wide range of lingerie brands and styles,
catering to diverse consumer preferences and requirements. Additionally, the
northern region benefits from extensive marketing and promotional activities
conducted by lingerie brands to capitalize on the urban-centric consumer base.
Celebrities and influencers often endorse these products, further enhancing
their visibility and appeal. Overall, the combination of urbanization, higher
consumer spending power, fashion consciousness, and robust retail
infrastructure makes the northern region a dominant force in driving the growth
and trends within the Indian lingerie market.
Recent Developments
In 2023, Victoria’s Secret & Co. and
Amazon Fashion are enhancing their partnership by introducing a comprehensive
shopping experience that caters to customer preferences. Building upon the
successful launch of Victoria’s Secret beauty products on Amazon, the
collaboration now expands to include a broader range of fashion items.
Customers can explore over 4,000 products from Victoria’s Secret and PINK,
featuring popular items available through the official Victoria’s Secret Amazon
Fashion storefront. This expansion includes the convenience of fast and free Prime
delivery.
In 2024, Wacoal has launched its latest
collection, the 'Everyday Elegance T-shirt Bra', focusing on exceptional fit
and comfort throughout the day. This bra series showcases smooth molded cups
with underwire support, engineered to remain discreet under snug clothing. Available
in four stylish colors Peach Nectar, Beige, Wasabi Green, and Black. The
collection caters to a variety of fashion tastes. The bras are crafted from a
soft-touch microfilament fabric that includes recycled materials, highlighting
Wacoal's dedication to both comfort and sustainable practices.
Key Market Players
- Page Industries Ltd
- Triumph International (India) Private
Limited
- Lovable Lingerie Ltd.
- Lux Industries Limited
- Modenik Lifestyle Private Limited
(Enamor)
- Reliance Retail Limited (Zivame)
- Wacoal India
- Victoria’s Secret & Co.
- INTIMI India Limited (Amante)
- Purple Panda Fashion Limited
|
By Product Type
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By Distribution
Channel
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By Region
|
- Bra
- Knickers & Panties
- Lounge Wear
- Shape Wear
- Others
|
- Supermarkets/Hypermarkets
- Multi-Branded Stores
- Exclusive Stores
- Online
- Others
|
|
Report Scope:
In this report, the India Lingerie Market has been
segmented into the following categories, in addition to the industry trends
which have also been detailed below:
- India Lingerie Market, By Product
Type:
o Bra
o Knickers & Panties
o Lounge Wear
o Shape Wear
o Others
- India Lingerie Market, By Distribution
Channel:
o Supermarkets/Hypermarkets
o Multi-Branded Stores
o Exclusive Stores
o Online
o Others
- India Lingerie Market, By
Region:
o North
o South
o East
o West
Competitive Landscape
Company Profiles: Detailed analysis of the major companies presents
in the India Lingerie Market.
Available Customizations:
India Lingerie Market report with the given market
data, Tech Sci Research offers customizations according to a company's specific
needs. The following customization options are available for the report:
Company Information
- Detailed analysis and
profiling of additional market players (up to five).
India Lingerie Market
is an upcoming report to be released soon. If you wish an early delivery of
this report or want to confirm the date of release, please contact us at [email protected]