The lingerie market in India is still in its early stages and until recently, high-quality intimate apparel was limited and sold through unofficial channels. Due to limited options and a lack of specialized retail environments, Indian consumers have yet to fully realize the importance of fashion and quality in intimate apparel. Additionally, India has one of the most dispersed retail markets globally, with products being treated as commodities focused on price and profit margins.
Enamor, a brand developed by Gokaldas Intimatewear, prioritized achieving a good fit. They conducted a survey and measured 4,000 women across India, discovering that 80% of Indian women wore ill-fitting underwear. The research also revealed that bras in India were predominantly available in B and C cup sizes, despite the fact that most Indian women required A or D cup sizes.
In the Indian lingerie market, major players inclu
de Triumph, Lovable Lingerie, Enamor, VIP, Juliet, and Amul. Currently, 70% of India's lingerie market remains unorganized.
The increase in malls and quality-conscious consumers has led to the replacement of traditional retail spaces. For instance, Lovable experienced a 20% growth last year, which was supported by the availability of new retail space. In 1962, Associated Apparels Pvt Ltd, the producers of Liberty shirts, introduced popular brands such as Maiden Form bras, Jockey men's underwear, and Jantzen swimwear in India. Even today, Libertina and Liberty continue to be significant players in the lingerie market. Additionally, VIP is also a prominent brand.
In 1971, VIP made a groundbreaking entry into the men's underwear market and gained widespread attention thanks to an advertisement featuring model Dalip Tahil. Since then, VIP has been a prominent player i
both the men's and women's underwear market. VIP also successfully introduced Loveable in 1996, a foreign brand that was actually made in India. Following Loveable, VIP launched Feelings, its domestic product line, and Daisy Dee, another foreign brand. To compete with these foreign brands, VIP released Frenchie X, a stylish new line of men's innerwear.
Rupa & Co, established in 1985, is another major player in the lingerie market. With its wide range of men's, women's, and children's underwear, Rupa & Co is India's largest manufacturer and seller of innerwear. In addition to these two brands, they also produce labels such as Amul, Lux Cozi, and Dollar for specific segments of the men's underwear market. The lingerie segment has its own local offerings including Neva, Bodycare, Softy, Lady Care, Little Lacy, Red Rose, Sonari, and Feather Line.
In the 90s, Jockey re-entered the Indian market followed by Calida and Liberti Blu. The highly fashionable brand Gossard also briefly existed during this time.
Moving into the 21st century, Enamor, another foreign brand, entered the Indian market through Gokaldas Exports. Additionally, the stylish French brand Aubade opened its only outlet in Mumbai.La Senza is preparing to enter the market, joining Hanes, another foreign brand already present. Hanes has taken a unique approach with their ad campaign, focusing on providing comfort for Indian males.
Triumph, one of the top players in the Indian lingerie market, operates in 150 countries and has a global turnover of US $2 billion. They produce over 200 million units annually, creating 6000 new fashion styles each year. These styles are designed by 200 designers from 11 countries. Recently, Aubade, a renowned lingerie brand
from France, has also entered the Indian market, showcasing the latest trends in innerwear fashion.
The body is pampered by new underwear fabrics with treatments like anti-stress, anti-smog, anti-static, anti-allergic, anti-bacterial, anti-moisture, and anti-odour. Renowned European brands such as Bruno Banani, Excellent, Schneider, Louis Feraud, Calvin Klein, Gianfranco Ferre, DKNY, La Perla, Gossard, and Schiesser test their inspiration to the fullest. Thanks to designers globally and in India, lingerie is now seen with renewed fascination in India as well.
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