KIT: The lingerie market in India

Strategic tools for the practising manager

The lingerie market in India is estimated to be Rs 7,440 crore.

It is growing at approximately 14 to15 per cent a year.

The growth drivers for the category are increased awareness about better fits, quality, brands, colours and styling.

Many international brands have successfully established themselves in the high-to-premium segment while the mid-to-low segment is characterised by the presence of domestic players.