Indian lingerie industry, now, is seeing a growth that is unparalleled. It has undergone a transformational change in the past few years due to availability of brands, changing technology, changing consumer behavior and increased awareness. The Indian lingerie market is growing at a high rate of 24% and is sized at Rs. 56.28 bn. In fact, as well be seen later, a few segments within the industry are growing at staggering rates of over 50%. Lingerie is one of the most understated parts of a woman’s attire. If chosen and worn properly, lingerie can bring out a look in her that she deserves.
The Indian woman of today is bolder when it comes to aspirations. She is now choosy and has started giving importance to lingerie. This has been fostered by the changing social structure. The western influence is shaping today’s modern women in india. More and more women are now working, which has increased their disposable income. Women are now not hesitant to spend on lingerie that is comfortable and appealing. This change has also been bolstered by the changing dress codes. The dress codes demand women to select lingerie that shapes their look, which essentially then boosts their confidence.

Furthermore, amidst this growth, there is one section or segment that has been neglected. Itis the section of bridal lingerie. In fact, the research shows that there is no segment called bridal lingerie available in Indian retail lingerie. Bridal lingerie is lingerie that is sensuous and is meant for special occasions like weddings, anniversaries, birthdays etc., but it is not limited to these occasions and can be used in daily life.

Whatever be the reason, women of today are increasingly aware of the concept of bridal lingerie, which is very prevalent in the west, but have not been given the required avenues in the Indian retail space. Most of the Indian women aspire to look their best for the mentioned occasions and if the market can’t provide them with the required products, then it is a failure of the lingerie industry. Also, among women, extreme ignorance prevails when they make their lingerie decisions. Being ignorant, most of the women don’t know their correct sizes and buy lingerie that is uncomfortable and unappealing. In fact, ignorance is widespread across the globe. As per research, 80% of the women in USA wear the wrong bra size while for India, the numbers stand at a disappointing 90%. These are huge numbers and, as will be explained later, the repercussions of this ignorance could be detrimental. So, bearing this in mind, the report details the proposition to address the needs mentioned.

Objective

⦁ To understand and study the Indian Lingerie market.
⦁ To identify the needs of today’s women.
⦁ To establish a dedicated bridal lingerie segment in the Indian lingerie space.

Significance

There is no such segment in Indian Lingerie market which designs lingerie especially for Indian Bride. Indian brides have specifc needs which are not available in market. Indian wedding is all about color and glitter and traditions, but these aspects are missing in bridal lingerie.

Limitation

⦁ It is limited to a particular segment; it will be occasional wear.

Understanding Lingerie: Definition and Purpose

Lingerie is women’s undergarment and may imply their being fashionable and alluring. Lingerie is made using flexible, stretchy, sheer, or decorative materials like Lycra, nylon, satin, silk, lace and sheer fabric. The word lingerie derives from the French word Linge, meaning ‘linen’. So, faire le Linge comes to mean “do the laundry”. In French the word lingerie applies to all undergarments for either gender. In English it means women’s underwear or nightclothes usage which visually appealing or even erotic clothing. The concept of lingerie as a visually appealing undergarment was developed during the late nineteenth century. Lady Duff-Gordon of Lucile was a pioneer in developing lingerie that freed women from more restrictive corsets.

The first half of the 20th century, women wore underwear for three primary reasons: to alter their outward shape (first with corset and later with girdles or bras), for hygienic reasons, or for modesty. Before the invention of crinoline, women’s underwear was often very large and bulky. During the late 19th century, corsets became smaller, less bulky and constricting, and were gradually supplanted by the brassiere, first patented in the 20th century by Mary Phelps Jacob. When the First World War broke out, women found themselves filling in men’s work roles, creating a demand for more practical undergarments. Manufacturers began to use lighter and more breathable fabrics. As the 20th century progressed, underwear became smaller and more form setting. In the 1960s, lingerie manufacturers such as Frederick’s of Hollywood begin to glamorize lingerie. The lingerie industry expanded in the 21st century with designs that doubled as outerwear. The French refer to this as ‘dessous dessus’ which basically means innerwear as outerwear.

Exploring the Different Types of Lingerie: A Complete Guide to Intimate Wear

There are a great many styles lingerie can be made in; for different purposes, occasions, and comforts. Following are what many consider being the most popular varieties:

Bras

⦁ T-shirt Bra: Seamless, designed to be worn day-to-day under fitted garments.
⦁ Push-up bra: padded cups that will showcase and accentuate the cleavage.
⦁ Balconette Bra: This style pushes the breasts upwards but has a more horizontal kind of neckline.
⦁ Bralette: Comfortably wire-free, light, and often lacy.
⦁ Strapless Bra: For those strapless or off-shoulder clothes.

Panties

⦁ Briefs: Full coverage for comfort.
⦁ Bikini: Medium coverage and cut a little higher on the waist.
⦁ Thongs: Barely There, no visible panty line.
⦁ Boys Short: Provides more facility with the fit; more like a boxer.
⦁ G-String: Like a thong but with even less coverage.
⦁ Bodysuits and Teddies: One-piece garments covering the body worn as outerwear, or as intimate apparel.

Corsets and Bustiers

Corset: fitted, to mould the waist, and uplift the bust.
⦁ Bustier: It is like a corset but usually less constricting, thus more comfortable for a longer wearing period.
⦁ Baby Doll: A loose, short gown worn over panties that match the gown.
⦁ Chemise: A loose-fitting slip dress that can be made of silk or satin and worn as nightwear or lingerie.
⦁ Garters and Garter Belts
Accessories used to hold up stockings add a very classic touch in a very seductive mannequin or lingerie.

Camisoles and Slips

⦁ Camisole: a loose-fitting top worn under clothes or as sleepwear.
⦁ Slip: a dresslike garment worn underneath dresses to prevent clinging.
⦁ Shapewear

Key Factors Shaping the Lingerie Industry

Indian lingerie market, though growing at a tremendous pace, has its gaps. It is on the brink of being the next big thing. According to Mr Nischal Puri, a veteran in the lingerie industry and CEO of Brandis India, the key factors that are going to shape the Indian lingerie industry are;

Three Key Shifts in Consumer Behavior Shaping the Lingerie Market

There has been reduced price sensitivity. Now a days women emphasize more on comfort and quality. Price has taken a back seat in the minds of women. Women are more appreciative and responsive to branding. Earlier, women were ignorant to brands, but now due to the arrival of international brands and increased awareness, brand names are now gaining importance. Possibly, the concept of brand equity is now shaping the lingerie industry. Lingerie has now become brand and has slipped into the luxury bracket. Women are showing readiness to experiment with new innovative styles and designs.They are more open to the new products that are on offer. So, if new innovative products are made available, women would not hesitate to try it out. Also, according to Crisil research, working women form 15% of the total urban population, which is expected to rise to 95% by 2024. So, the retail spends are going to increase because there is a lot of difference in the way a working woman shops and a non-working woman shop. A working woman’s propensity to spend is 1.9 times greater than that of a non-working woman.

Market Segments of the Indian Lingerie Industry: A Comprehensive Overview

The market share of these two segments is 36%. These two components are growing at a past pace, and customers of this segment are responding to branding activities. Therefore, it is becoming important for companies to establish a name in the market. There are a lot of players in the two segments and competition is intense, but the intensity off-shoots a little due to the huge customer base. A few brands that are a part of these two segments are Daisy Dee, Juliet, Enamor, Lovable, Amante, Beyouty and Marks & Spencer. The Super Premium components has been dominated mostly by the international brands. The share of this segment is 2%. The international brands have captured these components very strongly. The biggest competitor in this segment is Triumph. Other competitors in this segment are Bwitch, Marks & Spencer and La Senza.

Indian lingerie industry for the period 2020-2024, the effect of recent high-impact world events on it, and a forecast for the industry development in the medium term (2024-2029). It is a comprehensive industry report, analyzing multiple products within the beer industry, segmented into several main categories.
The Indian lingerie industry and describes the industry size, main market participants, growth and demand drivers, challenges, and other factors that influence the development of the industry. This analysis includes information about the market volume and value, imports, exports, foreign trade, and pricing of the main product groups within the industry.
This report provides an in-depth analysis of the lingerie market, focusing on women’s bras, as well as panties, including briefs and thongs. The content is segmented by product categories, offering a comprehensive breakdown of trends, consumer preferences, and market dynamics within each segment.

⦁ Product groups: Women bras; Women panties, briefs and thongs.
⦁ Sustainable vs. non-sustainable clothing: Sustainable clothing, non-sustainable clothing.
⦁ Price segments: Mass, Mid-priced, Premium.
⦁ Retail distribution channels: Department stores, Online shops, Discount stores, Manufacturer stores, Boutiques, Mail order/catalog.

Conclusion

From this deep study it can be concluded that although there is tremendous growth in Indian lingerie market, especially the super-premium segment. The most important segment was not given sufficient importance. There are many options available in market which are specifically for honeymoons, but it does not fulfill the need of Indian women. In India new bride would prefer more modest lingerie, if it is for honeymoon.

This survey study revealed that modern Indian women are willing to buy intimate lingerie for their wedding night, which have some Indian elements in it as from the day of first shopping everything is colorful and glittery so why should lingerie not be a part of celebrating wedding. In India the girl is supposed to buy everything new traditionally she should not take any old clothes along with her to her new house, so given a choice of lingerie for such special occassion is welcomed by Indian modern women.