KIT: The innerwear market in India

Strategic tools for the practising manager

The innerwear market in India is estimated to be about Rs 13,000 crore and expected to grow at 13 per cent annually over the next decade.

Branded products account for about 65 per cent of this market.

The increasing purchasing power of consumers and growing number of working women, along with increased awareness about better fits, quality, colours and styling as well as an openness to indulge in innerwear apparel have led to a significant growth of the segment.

The growth in organised retail is offering better buying space to the consumer and pushing the brands to upgrade their retail imagery by increased marketing spends.

A distinctive shift from price sensitivity to brand sensitivity and preference for bold colours and innovative designs are two key trends to have emerged in this segment.

The opening of exclusive brand outlets for innerwear has been a recent development and is expected to grow in the days to come.