It is an exciting time for the innerwear industry.
First, premiumisation and lifestyle integration are becoming major forces. As disposable incomes rise and consumers, especially urban millennials, and Gen Z, place a greater emphasis on self-care and quality, innerwear is shifting from a basic necessity to a lifestyle choice. We are seeing more people choose innerwear that not only feels great but also aligns with their personal style, whether that’s through superior fabrics, seamless designs, or vibrant aesthetics. It’s all about comfort, but also expressing who you are.
Second, athleisure and multi-functionality are taking traction. The lines between activewear, loungewear, and innerwear are blurring fast. With the hybrid lifestyle that so many people are leading these days, mixing work, workouts, and downtime, there’s a rising demand for products that do it all. Think performance-driven briefs and versatile pieces like shackets that combine style and comfort. Features like moisture-wicking, breathability, and stretchability are no longer a luxury; they’re becoming essentials.
Finally, tech-enabled personalisation is a trend that’s really changing the game. With the rise of D2C brands, we’re seeing the power of technology to provide a more tailored shopping experience. AI-driven size recommendations, virtual try-ons, and curated style suggestions are just the beginning. This is the new way of shopping, efficient, personalized, and all about enhancing the customer experience.
The total women’s innerwear market in India—including loungewear, shapewear, and sportswear—is currently valued at approximately ₹43,000 crore. There is a consistent year-on-year growth driven by rising awareness, greater disposable incomes, and a growing preference for branded and functional offerings.
There is a strong resurgence of offline retail, especially with customers seeking touch-and-feel experiences. While online continues to perform steadily, it’s evident that many consumers are returning to physical stores to evaluate fit, fabric, and finish firsthand.
Today’s consumer is both value-conscious and discerning. While price is a consideration, there’s growing willingness to invest in superior quality—especially when fabric innovation leads to better comfort, fit, and longevity.
Indian consumers are far more informed and selective today. There is heightened attention to fit, breathability, durability, and the overall feel of the garment. Design and style matter, but not at the cost of everyday comfort.
E-commerce will remain a stable channel of growth. However, barring major shifts in tech or convenience, we don’t foresee a dramatic spike. The omnichannel approach—where digital complements physical—will define success.
Demand for branded innerwear is rising consistently across metros and Tier II/III cities. What’s encouraging is the growing aspiration in smaller towns, where consumers are actively seeking out better quality, brand assurance, and design.
Comfort will trump fashion, discounts will lose influence as decision drivers, and innovation will drive future growth.
Read the full story that first appeared in Apparel Magazine’s July-Sep 2025 issue here:
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