The Indian innerwear market, once considered an essential but unremarkable aspect of daily attire, has undergone a remarkable transformation. From its utilitarian roots, innerwear has evolved into a powerful expression of fashion and self-confidence and has emerged as a cornerstone of change, reflecting shifting consumer preferences, lifestyles, and trends.
Innerwear: A Silent Style Revolution
The innerwear market in India, which has witnessed substantial growth over the past decade, has exhibited notable resilience during times of adversity. Emerging from a valuation of Rs 61,091 crores in 2023, the market is on a trajectory to touch INR 75,466 crores by 2025, at a CAGR of 11.2%. This transformation is driven by several factors.
> Increasing health consciousness among consumers has spurred demand for innerwear made from breathable materials.
> Rising disposable incomes have led consumers to invest in premium branded innerwear that matches their preferences.
> Fashion trends showcased on various channels including social media have fueled a preference for innerwear that reflects personal style.
> Additionally, urbanization is amplifying these trends, particularly in tier 2 and tier 3 cities, highlighting the market’s potential.
> Trends such as consumers prioritizing both aesthetics and comfort, catalysed by the pandemic, have also spurred growth in the comfort wear segment, which was estimated at Rs 11,571 crores in 2023 and is expected to grow at a CAGR of 17% to reach Rs 15,840 crores by 2025.
> Together, the inner & comfort wear market are projected to be valued at Rs 91,306 crores in 2025, growing at a CAGR of 12.1% between 2023-25, with innerwear accounting for over 80% of this market.
Women’s Innerwear: Pioneering Progress
At the heart of the market growth lies women’s inner & comfort wear, commanding the lion’s share of the total market at 60%. This segment is not only reshaping the industry landscape, with Mid and Premium segments expected to grow faster than others, but is projected to sustain a CAGR of 13%, reaching an estimated Rs 55,535 crores by 2025. The surge in demand is attributed to shifting preferences, bolstered by higher disposable incomes and a fervent desire for comfortable yet stylish innerwear.
IBoF PHOTO FEATURE: India’s Innerwear & Comfortwear Segment – Industry Overview & Category Dynamics
Men’s Innerwear Segment: A Grooming Goliath
In parallel, the men’s inner & comfort wear segment is making significant strides, with a substantial 30% market share. The market is projected to realize a CAGR of 11.5%, translating to a market value of Rs 26,952 crores by 2025. The evolving fashion consciousness and an increasing focus on comfort contribute to the segment’s rapid expansion.
Kidswear: Seeds of Future Growth
The kids’ inner & comfort wear segment accounted for 10% of the market in 2023, it is set to grow with a projected CAGR of 8.5%, reaching Rs 8,819 crores by 2025. This segment’s potential is fuelled by changing parental attitudes, placing equal emphasis on comfort and style for their children.
Brands are beginning to establish their presence in this segment, signalling a shift toward quality-conscious consumerism.
Branded Players
Inner & comfort wear stands out as a category with the most extensive presence of branded play across retail segments, where approximately 50% of the market consists of branded offerings.
In the men’s inner & comfort wear realm, the ascendancy of branded products has been notable, constituting 62% of the market share in 2023 and projected to strengthen to 64% by 2025. This upward trajectory reflects a distinct consumer preference for established brands, drawn to the reliability, quality, and style they offer.
Despite having a lower share of branded market than men’s, the women’s inner & comfort wear branded market, which had a 39% share in 2023, is expected to grow at a faster pace than men’s branded market to reach 41% share by 2025.
Share of Branded-Unbranded Market, by Gender
Men’s Unbranded Segment
Among the core men’s innerwear category, briefs emerge as a standout with a notably high degree of branding. In the comfort wear segment for men, a distinctive pattern emerges. Shorts and pyjamas distinctly reflect a high degree of branding, surpassing the branding seen in t-shirts and other athleisure products.
Within the core women’s innerwear categories such as bras and panties, the degree of branding tends to be relatively low. In contrast, the comfort wear segment for women showcases a distinct shift. Branded play in Camisoles, Shorts, and Shapewear takes the lead, indicating a growing preference for branded offerings in these categories.
The branded innerwear market distribution is marked by 5-6 leading brands which collectively command about half of the total branded market share. Among them, Jockey stands out as the frontrunner, securing a substantial 19% share of the branded market. This dominance is followed by Amul, Lux, Rupa, Dixcy and Dollar each contributing 7-8% to the branded market share. Their combined market presence showcases their significant impact on the industry landscape. These prominent brands have solidified their positions as key players in the Indian innerwear sector. Their scale not only signifies their financial success but also underlines the extent of their influence within the market. This success is a testament to their effective strategies, extensive and robust distribution network, category innovation, brand recognition, and customer loyalty.
Of the total branded market share, women’s intimate wear brands account for approximately 15%. Of this 15%, Zivame contributes 29%, while Triumph and Clovia each account for a 15% share.
Following closely are Bodycare, Lovable, and Juliet, each accounting for about 10%. Although innerwear market leaders such as Amul and Lux, who have historically focused on the men’s category, have introduced women’s innerwear products, the assortment remains limited and is relatively basic, which is especially noticeable within the core women’s innerwear category. As women’s intimate wear is an area where comfort, fit, and aesthetics are crucial, women’s focused brands manage to strike the right balance in these aspects and continue to attract and retain a loyal customer base.
The prevalence of unbranded and branded products exhibits variations across different market segments by value. In the super-premium segment, where products are positioned at higher price points, the presence of unbranded items is notably lower. This can be attributed to factors such as consumer preferences for recognized brands, perceived quality assurance, and a desire for premium experiences. In contrast, the mid-range and economy segments seem to have a higher share of unbranded products.
Channel Dynamics: Adapting to Changing Consumer Habits
The distribution channels of innerwear and comfort wear mirror the modern consumer’s behaviour. Brick-and-mortar stores, online retailers, and the burgeoning realm of direct-to-consumer (D2C) sales together form a multi-dimensional distribution landscape.
Established brands continue to leverage traditional channels, with traditional retail accounting for 80% of distribution in 2021, yet the rapidly growing online channel which constituted 8% of the market signifies a pronounced digital shift. As the online platform gains momentum, offering an extensive array of options and hassle-free shopping experiences, it reshapes the traditional modes of innerwear retail. Large Format Stores and Exclusive Brand Outlets hold their ground, adapting to the changing landscape.
Trends Shaping the Innerwear Market
Adoption of Multichannel: The innerwear market in India is undergoing a transformative shift as established brands adopt a multichannel retail strategy with a pronounced focus on digital channels. This strategic response aligns with changing consumer behaviours, especially among the tech-savvy younger demographic, who exhibit a strong inclination towards online shopping. By leveraging e- commerce platforms, these brands tap into an expanded market reach and the ability to present a diverse array of products without spatial constraints. The accentuated emphasis on digital marketing tools such as social media and influencer partnerships underscores the brands’ commitment to effectively engaging with their audience.
Moreover, the integration of online and offline experiences emphasizes a seamless shopping journey, complemented by technologies like virtual try-ons and augmented reality for enhanced decision- making. Overall, this strategic shift not only acknowledges evolving consumer preferences but also positions these brands at the forefront of a dynamic retail landscape, fostering personalized experiences while capitalizing on the efficiency and accessibility of digital platforms.
D2C Emerges as Channel of Choice for New Entrants: New players in the market are readily adopting a digital-first and direct-to-consumer (D2C) strategy, characterized by its efficient business models.
This strategic approach empowers these emerging businesses to curtail excessive mark-ups on end products, deliver premium-quality goods enriched with advanced features at competitive price points, exert meticulous control over the supply chain, and gain access to invaluable customer data and insights. Some D2C brands are even venturing into offline retail spheres, embracing a multi-channel model led by distributors and retailers. The success of the D2C model has attracted interest and investments from venture capitalists and investors.
Value-Added Innerwear: A prominent trend in the innerwear market revolves around brands elevating their product offerings through the integration of value-added features. This trend, epitomized by brands like Van Heusen Innerwear and DaMENSCH, involves introducing innerwear with innovative attributes such as antibacterial properties, odour resistance, sweat resistance, and stain resistance. This strategic move caters to the evolving preferences of health-conscious consumers seeking functional benefits from their clothing. By addressing hygiene concerns and aligning with active lifestyles, brands not only meet customer demands but also differentiate themselves in a competitive landscape. This trend underlines the industry’s emphasis on innovation, consumer-centricity, and the creation of unique brand identities that extend beyond traditional comfort and style offerings.
Sustainable Fabric: Responding to growing consumer concerns about sustainability, the innerwear industry is experimenting with innovative fabrics that prioritize eco-friendliness without compromising comfort and quality. For instance, brands are turning to novel and sustainable alternatives such as ‘Tencel Micromodal’, a softer and more environmentally conscious option compared to traditional materials like cotton. This strategic integration of sustainable materials reflects the industry’s response to consumers seeking products that align with ethical and ecological values, presenting a narrative of responsible production and reduced environmental impact while delivering on comfort and durability. As brands adopt such eco-conscious fabrics, they not only cater to evolving consumer preferences but also drive industry-wide change toward more sustainable practices.
Embracing Advanced Fabric Technology: Brands are harnessing advanced fabric processing technologies to introduce specialized functionalities. A standout example is ‘Underworld,’ a brand at the forefront of this trend, which has developed innovative underwear tailored for both daytime and nighttime wear. By leveraging technology, the brand’s daytime underwear emphasizes mobility and stretch, accommodating active lifestyles, while their nighttime counterparts prioritize breathability and sweat absorption, enhancing comfort during rest. This approach reflects a profound understanding of modern consumers’ diverse needs and showcases how technology is reshaping innerwear beyond traditional roles. As brands continue to explore these technology-driven fabric solutions, the industry moves toward a future where personalized comfort takes centerstage, redefining the boundaries of innerwear’s functionality.
Inclusive Sizing & Diversity: Reflecting a commitment to body positivity and inclusivity, brands are recognizing the significance of catering to a diverse range of body shapes and sizes, moving away from traditional one-size-fits-all approaches. This shift not only acknowledges the importance of representation but also meets evolving consumer expectations for personalized choices that align with their bodies and preferences. By championing size-inclusivity, brands contribute to a more authentic and empowering portrayal of beauty standards, resonating with consumers and fostering loyalty. This trend underscores the industry’s dedication to embracing diversity and ensuring that all individuals feel valued and catered to.
The metamorphosis of the innerwear market from a utilitarian necessity to a vibrant expression of fashion mirrors the transformation of India’s consumer landscape. Guided by the currents of trends, innovations, and evolving mindsets, the innerwear market stands poised for significant growth. As Indians continue to navigate the ever-changing currents of fashion and self-expression, the innerwear market stands as a testament to the nation’s progressive spirit and dynamic consumer culture.
