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India has bra brands right from basic to premium and most of them are growing well. And at the same time, international brands are also successfully creating their space in India like Wacoal, Victoria Secret, Triumph, H&M.
Lingerie especially bra is a product category that has seen massive positive developments in recent times and its further scope of growth in the Indian domestic market as well as in exports is tremendous. With a female population of at least 450 million in the age group of 15-64 (15 years is the average age to start wearing a bra), increasing urbanisation, growing number of working women, more awareness about fitness, growing fashion element in bra, ease of online buying, this segment is developing rapidly, but at the same time, there are millions of women in India who hardly wear bra. This can be certainly another area of growth for bra companies. Nevertheless, things are improving with regard to challenges in raw material sourcing, skilled workforce for bra manufacturing, less tilt of bra manufacturers but all these need to happen at a greater pace.
Lingerie has always been talked about in hushed voices in India, and on the retail front, this market is predominantly unorganised and plagued by the lack of category awareness amongst audiences. For long, it had been an uncomfortable experience for women to shop lingerie from physical stores as they were mostly run by men. Experts believe that the evolution of this category in India has not kept pace with the fast-changing outerwear fashion.
Women need to be motivated to wear bra to help prevent sagging, improve posture and also get greater support for movements. Various brands are carrying campaigns and creating awareness at their own level, with the power of social media and access to the internet. As a result, women from remote locations are now buying online and even following the leading lingerie brands. However, women across the country need to be more updated about the right lingerie that would be suitable for their body types alongside styling to improve the shopping experience. This, in turn, can help the overall lingerie market – which is still at a nascent stage – to grow enormously.
India lingerie market
US $ 4.2 billion in 2020