This document discusses trends in the global and Indian intimate wear/innerwear markets. Key points: - The global intimate wear market was estimated at $29.15 billion in 2003 and projected to grow 9% to $31.6 billion by 2012. Western Europe and North America make up 65% of the global market. - India and China are emerging as prospective markets where merchandise can be sold at lower prices. The Indian innerwear market size was Rs. 4000 crore in 2009, making up 32.1% of the apparel market by value. - Major Indian brands include Rupa & Co, Lovable, and Triumph which has expanded to 45 Indian cities and plans to reach 1000 outlets

1. Intimate wear / Innerwear
Women
Collated by Peshwa Acharya

2. • Intimatewear includes lingerie, underwear, homewear,
nightwear, fitness & dancewear & swimwear, anything worn
next to the skin.
• This product category requires special attention, fabrics need
to be anti – stress, anti- smog, anti-static, anti –allergic, anti-
bacterial,anti-moisture & anti-odour treated.
• Good innerwear will give the woman’s body/torso perfect fit
& shape.
• Every woman looks for comfort, quality & durability in their
innerwear.

3. Different types of Products
Teddy : This product is the combination of camisole & pants, like a
body suit for women.
Camisole :Sleep lingerie, fits perfectly to the waist
Thong : Undergarment &acts as a swimsuit product for women
Chemise : Comfortable garment worn before tops, T-shirts & kurtas.
Blank sleepers : specially designed for winters to keep the woman
warm.
Others : Bodices, Bloomers, Corsets, Maternity bras, sports bras.

4. Global
• Global Market in 2003 was estimated at 29.15 billion $ with a
projected growth of 9% in the next 3-5 years. ( 31.6 bn $ in
2012)
• Market for women’s innerwear has an ever increasing
demand , much potential lies in Western Europe & Northern
America which tog cosntitutes 65% of the global market.
• Key players
Calvin klein
DKNY
Vanity Fair
Tommy Hilfiger

5. India
• Asian countries like India & China are emerging as prospective
markets, merchandise will be sold in more quantities at lower
prices.
• The Market size of Innerwear is at Rs. 4000crore ( 2009 ).
Women’swear apparel mkt = 28,375 crores, covering 32.1% share of
the Indian apparel mkt. in value terms).
• Rupa & Co launched in 1985 is India’s biggest innerwear
manufacturer & seller
• Renowned brands such as
Calvin Klein, Lejaby,Rosy, Lise Carmel, Victoria’s
secret,Levis, M&S, Lovable, Triumph, Maxwell industries (Vanity
Fair, Daisy Dee dominate the market.
Levis operates in women’s innerwear & also has socks selling in its
stores.

6. Other Brands
• Lingerie segment in India has its own local offerings like
Neva, Bodycare, Softy, lady Care, Little lacy, Featherline
and many more.
• In the 90s jockey re-entered the Indian market followed
by calida & Liberti blu.
• High Fashion , Gossard existed for a limited time.
• In the 21st century, Enamor another foreign brand
entered the Indian market through Gokaldas exports.
• Very chic French brand Aubade started its only outlet in
Bombay. La senza has also entered the market

7. Triumph
• Leading foreign player in India is Triumph.
• Present in 150 countries around the world & turnover of 2billion US
Dollars.
• They produce of over 200mn. Units annually, producing 6000 new
fashion styles per year designed by 200 designers in 11 countries.
• Operations started in 6metros in India expanding to 45 cities in
India.
• Markets through Retailers, Franchisees. From 300 outlets, they are
targetting 1000 outlets in 3-5 years.
• All raw materials are imported from Europe, triuph is produced in
Chennai , has gained a 50% increase in sales since its entry into
India

8. Lovable
• Incorporated in 1987, caters to the premium
segment in india
• Flagship Brands – Lovable, Daisy Dee.
• Daisy Dee caters to mid segment market in India
• College Style caters to the young segment of India

9. Trends
• Youngsters are demanding transparent, colourful, halter neck
straps to suit their dressing more so since attires are more
and more westernized.
• Innerwear is priced from Rs. 200 – rs 3000 and available in
different materials like lycra,chiffon, net, rayon and cotton
too.
• Lingerie brands are trying to educate Indian women about
their perfect fit, also cotton is not necessarily the best fabric
that Indian women are used to