As per MRFR analysis, the India Lingerie Market Size was estimated at 7.12 (USD Billion) in 2023.The India Lingerie Market Industry is expected to grow from 7.95(USD Billion) in 2024 to 15.5 (USD Billion) by 2035. The India Lingerie Market CAGR (growth rate) is expected to be around 6.258% during the forecast period (2025-2035).
Key India Lingerie Market Trends Highlighted
The India Lingerie Market is undergoing substantial changes as a result of evolving consumer preferences and heightened awareness of body positivity. The increasing acceptance of diverse body types and the demand for inclusiveness in lingerie designs are significant market drivers for this trend. Brands are expanding their selection of sizes, designs, and fabrics to accommodate the Indian consumer, who now prioritizes comfort and style in addition to traditional options.
In recent years, there has been a significant increase in the number of e-commerce platforms, which has facilitated the purchase of lingerie for consumers discreetly and conveniently. Brands have the opportunity to target younger generations who are inclined toward digital purchasing due to the expansion of online buying in India.
This transition is additionally stimulated by social media marketing, which involves the promotion of a variety of brands and designs by influencers and celebrities, thereby increasing consumer engagement and awareness.
Additionally, the Indian lingerie market is increasingly embracing sustainable and eco-friendly products. Brands are increasingly investigating sustainable production methods and organic fabrics in response to consumers' increasing awareness of the environmental consequences of their purchases. This presents a chance for companies to innovate and establish a market niche for eco-conscious consumers. Furthermore, the preferences for lingerie are being significantly influenced by Western culture and lifestyle changes.
Indian consumers are currently more inclined to experiment with fashions that were previously less popular, such as sports bras and loungewear. The dynamic nature of the Indian lingerie market is underscored by all of these trends, which demonstrate how it is adapting to the desires and requirements of contemporary consumers.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
India Lingerie Market Drivers
Growing Awareness of Lingerie as a Fashion Item
In recent years, there has been a significant shift in consumer perception towards lingerie in the India Lingerie Market Industry. No longer viewed merely as undergarments, products are increasingly seen as essential fashion items that enhance personal style and confidence. According to data from the Ministry of Textiles in India, there has been a 25% increase in the number of domestic players entering the intimate wear sector since 2018, signifying a growing market opportunity and consumer interest.
Retailers such as Zivame and Clovia have harnessed this trend by launching innovative collections that cater to various aesthetics, further motivating consumers to invest in stylish lingerie. This shift highlights a cultural evolution within India where lingerie shopping has transitioned to a more engaging and fashionable experience, fostering further market growth in the coming years.
Rise in Disposable Income among Indian Consumers
One of the primary drivers for the India Lingerie Market Industry is the rising disposable income of the Indian middle class. Data from the Indian government indicates that the middle-class population is expected to grow to 600 million by 2030, presenting a significant customer base for lingerie products. With increased financial capability, consumers are more inclined to spend on premium and luxury lingerie brands, resulting in an uplift in market sales.
Established companies like Jockey and Victoria's Secret have strategically positioned themselves in the Indian marketplace to capitalize on this trend, offering high-quality products that resonate with aspiring consumers. Such economic developments underscore the potential for volumetric growth within the India Lingerie Market.
Influence of E-commerce on Consumer Buying Behavior
The digital revolution has transformed the way consumers in India shop for lingerie, fueling growth in the India Lingerie Market Industry. Reports from the Indian Internet and Mobile Association reveal that the e-commerce sector is expected to reach USD 200 billion by 2026, with a notable increase of 50% in online lingerie purchases over the last two years. Online platforms like Amazon and Myntra have significantly increased their lingerie offerings, providing consumers with a wide variety of options at competitive prices.
The anonymity and convenience afforded by e-commerce allow consumers to make purchases without the discomfort of in-store shopping. This trend is expected to elevate consumer engagement and drive long-term growth in the India Lingerie Market.
India Lingerie Market Segment Insights
Lingerie Market Lingerie Type Insights
The India Lingerie Market has been witnessing robust growth, particularly in the 'Lingerie Type' segment, which encompasses various styles tailored to meet the diverse preferences of consumers. In recent years, the market has expanded significantly, aligning with cultural shifts and evolving attitudes towards women's apparel. Briefs, as a traditional choice, continue to be popular due to their comfort and practicality, catering to a broad demographic of women. Their fundamental role in women's wardrobes ensures a steady demand, making them a critical component of the overall market.
Bras have emerged as an essential garment, not only providing support but also shaping the wearer’s silhouette. The increasing focus on fashion and self-expression has aided the proliferation of various styles, including fashionable, sports, and utilitarian bras, creating opportunities for brands to introduce innovative products.
Moreover, the rise of athleisure has sparked interest in shapewear, which seamlessly blends comfort and functionality while boosting confidence. This segment has become increasingly prominent as consumers look for garments that enhance their overall appearance without compromising comfort.
Increased awareness around body positivity and wellness has further propelled the demand for shapewear in recent years, making it an integral part of the modern woman's wardrobe. Overall, the 'Lingerie Type' segment in the India Lingerie Market is characterized by its diversity and growth potential.
It is driven by shifting consumer preferences, a growing focus on fashion and comfort, and the increasing influence of social media and fashion trends on buying behavior. As these dynamics evolve, the segment is set to play a crucial role in the broader growth of the India Lingerie Market, reflecting changing cultural attitudes and the ongoing evolution of women's fashion.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Lingerie Market Lingerie Price Range Insights
The India Lingerie Market is experiencing growth driven by evolving consumer preferences and increasing urbanization. Within the Lingerie Price Range, the market is divided into various categories that reflect differing consumer purchasing power and lifestyle choices. The Economy segment appeals to a broad base of consumers, particularly in tier-2 and tier-3 cities, where affordability plays a key role in buying decisions.
This segment often experiences high sales volume, as price sensitivity remains prominent among budget-conscious shoppers. Conversely, the Premium segment captures a niche audience willing to invest in higher quality and brand reputation, often focusing on comfort, fabric innovation, and fashion.
As consumers become more aware of the diverse options available and seek stylish yet functional lingerie, the Premium market gains traction. Both segments are essential in catering to various demographics, illustrating how the India Lingerie Market segmentation caters to the unique needs and expectations of Indian consumers. With an increase in online shopping and active marketing efforts, the market's dynamics continue to evolve, presenting opportunities for brands to penetrate these segments further effectively.
Lingerie Market Lingerie Distribution Channel Insights
The Lingerie Distribution Channel within the India Lingerie Market has been evolving significantly, reflecting changes in consumer behavior and preferences. With the overall market expected to be valued at 7.95 billion USD by 2024, the distribution channels play a crucial role in shaping market dynamics. Store-based distribution remains a cornerstone, allowing customers to experience products firsthand, which is essential for lingerie purchases that often rely on fit and comfort.
Conversely, Non-Store-Based channels, particularly e-commerce, have shown remarkable growth, driven by increasing internet penetration and changing shopping habits among Indian consumers.
This shift toward online shopping provides convenience and access to a diverse range of products, enhancing customer engagement. The growing preference for online platforms aligns with the digital transformation seen across India as consumers seek more personalized shopping experiences.
Overall, the Lingerie Distribution Channel segment reflects the broader trends of convenience and accessibility in the rapidly changing landscape of the India Lingerie Market, highlighting opportunities for businesses to cater to a diverse customer base increasingly open to exploring various purchasing avenues.
India Lingerie Market Key Players and Competitive Insights
The India Lingerie Market is an evolving landscape characterized by a diverse range of brands vying for consumer attention through innovative designs, varied pricing strategies, and an emphasis on comfort and functionality. As consumer preferences shift towards greater emphasis on personal expression and body positivity, established and emerging players in the market are adapting their strategies accordingly.
This sector is marked by rapid growth, fueled by expanding middle-class demographics, increased disposable incomes, and changing cultural attitudes towards lingerie as an essential part of everyday wear. Competitive insights reveal that brands are innovating not only in terms of product offerings but also in leveraging technology, e-commerce, and social media to reach and engage with their target audiences more effectively.
Soko stands out in the India Lingerie Market with a robust presence that resonates well with the contemporary Indian woman. The brand's strengths lie in its focus on comfort, style, and affordability, making it a popular choice among a wide demographic. Soko adopts a customer-centric approach, often seeking feedback to refine its product offerings. By blending traditional designs with modern comfort, Soko caters to diverse tastes and preferences, which is critical in a market as varied as India.
Additionally, Soko's effective marketing strategies leverage digital platforms, emphasizing a strong online presence that attracts tech-savvy consumers. This adaptability has enabled Soko to carve out a significant niche, strengthening its position even amidst intense competition.
Belaire has established itself as a formidable player in the India Lingerie Market, recognized for its premium quality products and attention to detail. The company focuses on offering a wide range of lingerie that includes everyday essentials as well as luxurious options, providing shoppers with choices that suit various occasions and preferences. Belaire's strengths lie in its ability to create innovative designs that marry style with functionality, as well as its commitment to using high-quality materials.
The brand has actively pursued strategic partnerships and mergers to enhance its product range and distribution capabilities within the Indian market. Through these collaborations, Belaire has been able to expand its market presence significantly, ensuring that it remains competitive. Its emphasis on customer satisfaction, efficient supply chain management, and marketing activities tailored toward Indian consumers further solidifies its position in the industry.
Key Companies in the India Lingerie Market Include
India Lingerie Market Industry Developments
The India Lingerie Market has seen significant developments recently, characterized by increased digitalization and evolving consumer preferences. Zivame, a leader in the online lingerie space, is expanding its product offerings, focusing on inclusivity and sustainable materials.
In September 2023, Amante launched a new range targeting younger demographics, while Clovia has been investing in technology to customize online shopping experiences. Additionally, in August 2023, Soko announced a merger with a local brand to increase its footprint in the Indian market.
The Indian lingerie segment is projected to grow due to rising disposable incomes and increased awareness of fashion and personal care products. Companies like Jockey and Victoria's Secret are making strategic adjustments to cater to changing consumer demands with enhanced brand experiences. Notably, Nike and Adidas are also entering the market with performance-oriented lingerie.
The overall market valuation has increased as consumer preferences have shifted towards comfort and style, driving competition and innovation across all companies involved. Over the past two years, the market has adapted to trends like body positivity and a surge in e-commerce, paving the way for future expansions and collaborations
Lingerie Market Segmentation Insights
Lingerie Market Lingerie Distribution Channel Outlook
Store-Based
Non-Store-Based
| Report Attribute/Metric | Details |
| Market Size 2023 | 7.12(USD Billion) |
| Market Size 2024 | 7.95(USD Billion) |
| Market Size 2035 | 15.5(USD Billion) |
| Compound Annual Growth Rate (CAGR) | 6.258% (2025 - 2035) |
| Report Coverage | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year | 2024 |
| Market Forecast Period | 2025 - 2035 |
| Historical Data | 2019 - 2024 |
| Market Forecast Units | USD Billion |
| Key Companies Profiled | Soko, Belaire, Zivame, Bwitch, Lingerie Shop, Victoria's Secret, Nike, Jockey, Amante, Mystique, Vanilla Moon, Innerwear, True Beliefs, Clovia, Adidas |
| Segments Covered | Lingerie Type, Lingerie Price Range, Lingerie Distribution Channel |
| Key Market Opportunities | Rise in online shopping, Increasing demand for sustainable materials, Growth in size-inclusive offerings, Shift towards athleisure lingerie, and Emphasis on personalized shopping experiences. |
| Key Market Dynamics | rising disposable incomes, growing awareness of body positivity, increasing e-commerce penetration, diverse consumer preferences, and shift towards sustainable materials |
| Countries Covered | India |
Frequently Asked Questions (FAQ) :
The India Lingerie Market is expected to be valued at 7.95 USD Billion in 2024.
By 2035, the India Lingerie Market is expected to reach a valuation of 15.5 USD Billion.
The expected CAGR for the India Lingerie Market from 2025 to 2035 is 6.258%.
In 2024, bras hold the largest market value in the India Lingerie Market at 3.3 USD Billion.
The market value of briefs in the India Lingerie Market is projected to be 5.3 USD Billion by 2035.
Key players in the India Lingerie Market include Soko, Zivame, Victoria's Secret, Jockey, and Clovia.
The expected market value for shapewear in the India Lingerie Market is 1.0 USD Billion in 2024.
By 2035, the market size for bras in the India Lingerie Market is projected to be 6.7 USD Billion.
Emerging trends such as increased focus on comfort, innovative designs, and e-commerce penetration are driving market growth.
Challenges in the India Lingerie Market include competition from global brands and fluctuating consumer preferences.
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Senior Research Analyst I have a bachelor's degree in mechanical engineering and an mba. i have more than two years of expertise in the retail, food, and beverage, chemical, and material industries, and hence have developed a sound cross-domain expertise. a firm believer in lifelong learning and sharing of knowledge. having a proclivity for hatching ideas and trying to absorb as much information as possible in a short amount of time. introducing corporates to the data and insight, which enables them to move from probability to possibility, has been my key areas of interest.Â
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