Lingerie is an integral part of a woman's attire.
If worn appropriately, it makes her look good and providing the oomph factor to
her gracious figure and creating confidence in her. Lingerie today has become
brand. Apart from being an essential, lingerie has quietly slipped into the
The lingerie market in India can be classified in
super-premium, premium, mid-market and economy & mass market segment. The
major share of lingerie market is held by the mid-market and economy segment.
The premium and the super premium markets are growing at double the rate in
comparison to the middle segment. With the retail environment getting more
sophisticated and offering the best buying experience to the consumers, the
premium and super premium segments will get support for further growth.
The Indian lingerie market is making a remarkable
growth and the retailers are realizing that lingerie market have a higher
profit margin as compared with other regular apparels. The average selling
price (ASP) of lingerie varies from INR 37 per piece to INR 1,029 per piece.
The Indian lingerie industry in India was worth INR 79bn in CY 2009 and is
expected to be worth INR 183bn in 2014. It constitutes 5.1 per cent of the
total Indian apparel market and 15.8 % of the overall women apparel
market. During 2006-09, the lingerie market has grown at a CAGR of 15.8
per cent. Currently the lingerie market is growing at 24%. But this industry is
characterized by high degree of fragmentation with almost two-thirds of the
business controlled by the unbranded and unorganized regional players and rest
one-third by a few big organized branded players. The unorganized sector is
worth INR 20bn. It may not be an exaggeration to say that Indian lingerie might
become the next fashion vogue in India.
The Indian lingerie market has been unleashed like
never before, it has undergone a transformational change over the past few
years. There has been much innovation in the making of lingerie and technology
has also influenced this. Growing number of working women, changing fashion
trends, the increased awareness about better fits, brands, colours, quality,
styling, increasing per capita disposable income, rising level of media
exposure and entry of large number of international brands have given the
industry a new facet. Indian women have become choosy and give importance to
lingerie and have moved beyond the over sensitivity to pricing.
With the rapidly spreading mall culture, the Indian
lingerie market will get strong impetus for further growth. With the popularity
of lingerie boutiques in shopping malls the stigma of buying and wearing
lingerie is now a thing of the past. The times are changing and young women are
looking for to spice up their wardrobes with lots of colours. The days of
strictly blacks and whites are left far behind. A lot of overtly feminine tones
have taken over the market these days. Companies are constantly bringing out
innovative lingerie collections that give woman a chance to look exotic.
Intricate detailing can be seen and decorative seams to bring out her
sensuality. Fabrics like Italian silks, satins, chiffons, French and Italian
laces are extremely popular these days.
author of the article is MD, Brandis India.