The Indian lingerie market has witnessed a stupendous growth and has undergone a transformational change. Let's explore how various innerwear brands are reshaping the industry!

1. RIGHT SIZE TO FIT ALL
How Brands Are Reshaping The Indian Lingerie Industry

2. Indian lingerie market has
undergone a
transformational change.
Valued at US$ 3 bn in 2017,
it is expected to grow at a
CAGR of 14% to reach US$
6.5 bn by 2023.

3. “The current US $ 4 billion market is still so
nascent that the top 10 brands put together are
not even addressing 8% of the overall market.
It’s a market with enormous potential, waiting
to be tapped. While the apparel market is
growing at 8-9% CAGR, lingerie is pegged to
grow anywhere between 15-22% annually.”
PANKAJ VERMANI
Founder & CEO, Clovia

4. Today’s consumer is informed and aware,
and the stigma surrounding the discussion
of lingerie as in the earlier days is steadily
diminishing.
Indian women today have a higher
purchasing power; with their per capita
spending having doubled over the last 7
years.
EVOLVING TIMES.
EVOLVING TRENDS!

5. “Innovation is at the core of everything we do and
have brought in exciting developments and
changes to a hitherto basic category. We are
continuously engaging with our consumer to
understand her changing lifestyle and intimate
needs. Taking a cue from her evolving needs, we
have developed several products to deliver on our
promise of quality, comfort and fit.”
AMISHA JAIN
CEO, Zivame

6. Most full-busted women - 90% in
India - complain about not finding
the right size of bra.
Many brands are filling this gap.
CHALLENGES
HANDLED WELL

7. Parfait, which entered the Indian market in 2019,
understands that one size doesn’t fit all.
“We offer all sizes available in silhouettes from bras
to sports bras, boy shorts to high waist briefs,
babydolls to bustiers. It is a complete 360-degree
change as women now can learn the right technique
of choosing the right size.”
AKHIL SRIVASTAVA
Managing Director, Parfait India

8. Zivame launched True Curv collection in 2014 with a
range of 40+ sizes when no other brand in India
catered to that range.
“We realised there was a huge gap in the market for
sizes in this category as the largest size sold was a 38
D and the consumers were constantly struggling to
find the right fit and size. Zivame was the first Indian
online lingerie brand to fill this gap with the True Curv
collection, specially designed for curvy women.”
AMISHA JAIN
CEO, Zivame

9. Streetstyle has led to even luxury
brands altering their mix to include
an offering that appeals to the
younger demographic today.
The trend has trickled down to
encapsulate the lingerie sector as
well.
ONE PIECE
MULTIPLE PURPOSES

10. Clovia unveiled an activewear
range in October 2019, introducing
a line with moisture-wicking
characteristics.
The collection comprises workout
pants with a high waistband that
supports the tummy, as well as
sports bras.

11. Zivame has introduced a cool
new concept wherein bralettes
double up as casualwear as well
as occasionwear.
They can be worn in many ways
– with high-waisted skirts or
pants, shorts or even as a blouse
of a saree.

12. Consumers are opting for breathable fabrics
made out of natural materials & fibres – be
it bras, boxers, briefs or bodysuits.
“We are exploring materials like recyclable
polyester yarns which have already been
introduced in our activewear, organic
cotton, vegetable dyes, sustainably sourced
bamboo that are durable and natural.”
SUSTAINABILITY
IN LINGERIE
AMISHA JAIN
CEO, Zivame

13. Matching wedding-themed swimwear
and nightwear is seen to gain notable
popularity amongst the millennials.
These categories, which double up as
ideal gifting ideas, appease to more
traditional bridal buyers wanting to
capture a younger demographic.
BRIDAL LINGERIE
CONTINUES TO TREND

14. Zivame launched Blouze Bra - a bra that
doubles up as a blouse.
“The multifunctional Blouze Bra is perfect for the
girl-on-the-go who can do without multiple
layers.The best part about it is that it entirely
eliminates the need to wear a bra inside –
because it has one built-in!”
KIRUBA DEVI
Category Head, Zivame
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