India's female innerwear market to double to $11 bn by 2025: RedSeer

 The market will grow in smaller cities quicker: a trend supported by rising incomes and brand awareness.

The female innerwear market in India will nearly double to $11-12 billion by 2025 as incomes rise, more young women join the workforce and people become aware of better brands, said a report by consulting firm RedSeer.

The category comprises lingerie, athleisure (loungewear and activewear), and ancillaries such as shapewear and swimwear. It is among the fastest-growing category in apparel, according to the report called "Female innerwear’s USD $12 billion opportunities".The online female innerwear market will be around $1-1.2 billion by 2025: a rise of nearly six times from 2020.

The domestic market now has four types of online players. There are offline-focused brands like Amante, Enamor and Triumph. E-commerce players like Flipkart and Amazon have many offerings but may not have a sharp, specific focus on female innerwear. Online fashion marketplaces like Myntra and Ajio, which have an array of fashion-related offerings with multiple categories and brands. Then there are digital-first omnichannel players focused on innerwear, such as Clovia and Zivame.

“There have been clear shifts in consumer behavior favoring the use of casual or leisurewear. This was further enhanced by the pandemic, as consumers spent time indoors, working from home, they opted for more comfortable wear, spent more for better quality and explored online options," said Anil Kumar, co-founder, and chief executive officer of RedSeer.

"Having experienced the convenience and quality of online products in the category, a significant number of customers are likely to stick - which is further validated by our consumer research. Overall, online purchase sentiment has increased by 5-10 percent across categories, which means that Direct-to-Consumer brands have a significant opportunity going forward,” he said.