India Kids Innerwear Market Research Report and Industry Forecast

India Kids Innerwear Market Size and Share:

The India kids innerwear market size reached USD 2.56 Billion in 2024. The market is expected to reach USD 5.08 Billion by 2033, exhibiting a growth rate (CAGR) of 7.30% during 2025-2033. The market growth is attributed to rising disposable incomes, increasing awareness of branded and quality apparel among parents, expanding influence of e-commerce, growing urbanization, and rising demand for comfortable, skin-friendly fabrics.

Market Insights:

• Based on the region, the market is divided into North India, South India, East India, and West India
• On the basis of type, the market is segmented into underwear, undershirts, sleepwear, and thermals.
• Based on age group, the market is divided into infants (0-2 years), toddlers (2-4 years), and young children (4-12 years).
• On the basis of Gender, the market is categorized as boys and girls.
• Based on distribution channels, the market is segmented into online platforms, specialty stores, supermarkets, and department stores.

Market Size and Forecast:

• 2024 Market Size: USD 2.56 Billion
• 2033 Projected Market Size: USD 5.08 Billion
• CAGR (2025-2033): 7.30%

India Kids Innerwear Market Trends:

Rising Disposable Incomes and Changing Consumer Preferences

The elevating levels of disposable incomes among Indian middle-class families are driving a noticeable shift in consumer behavior, particularly within the kids' innerwear segment. In FY 2023–24, India's per capita disposable income reached approximately INR 2.14 lakh, marking an 8% year-on-year increase. This financial growth has enabled parents to spend more on their children's apparel, especially innerwear. Per capita expenditure increased from INR 3,900 in early 2023 to INR 6,400 by the end of the year, indicating an increasing preference for discretionary spending on clothes. The India kids innerwear market share has been significantly impacted by this trend, as consumers increasingly gravitate toward premium and branded options. As a consequence of increased knowledge about comfort, hygiene, and style, demand for high-quality, branded children's innerwear has risen dramatically. Parents are increasingly likely to pick goods produced from skin-friendly materials with appealing patterns that reflect current fashion trends. In response, brands are innovating to match these changing preferences, accelerating market growth.

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Expansion of E-commerce and Online Retail Channels

The rapid expansion of e-commerce platforms has transformed India’s retail landscape, significantly boosting the kids' innerwear market. In FY 2024, online innerwear sales surged by over 80% compared to the previous year, reflecting a strong consumer shift toward digital purchasing channels. This growth is not limited to metropolitan areas; consumers across more than 340 cities, including tier-2 and tier-3 hubs like Jaipur, Lucknow, and Patna, are increasingly turning to e-commerce for their innerwear needs. Notably, order volumes in tier-2 and tier-3 cities jumped by over 75% and 80% respectively over this period, underscoring rising digital adoption and trust in online shopping among consumers in smaller towns. This, in turn, propels the India kids innerwear market growth. The convenience of exploring a broad selection of products, accessing multiple brands, and benefiting from competitive pricing has made e-commerce an appealing choice for parents seeking quality innerwear for their children. Enhanced digital payment options and streamlined logistics have further fueled this transition. In response, brands are strengthening their online presence with features like detailed size guides, product descriptions, and customer reviews to support informed buying decisions.

Social Media Influence and Digital Marketing

The growth of social media platforms and online marketing tactics is revolutionizing how brands engage with parents and drive buying decisions in the children's innerwear market. Moreover, parents are increasingly using social media reviews, recommendations from influencers, and peer reviews when choosing innerwear for their kids. The India kids innerwear market outlook indicates that brands using Instagram, Facebook, and YouTube for product displays and parental reviews are seeing greater engagement and conversion. Apart from this, marketing campaigns highlighting comfort, safety, and fashion are highly appealing to research-oriented millennial parents. Besides, Live events, virtual try-on, and interactive product demonstrations are becoming essential marketing platforms. In addition, content created by users and showing real kids wearing the products creates trust and credibility. Brands are also leveraging data analytics to learn about consumer tastes and tailor their marketing message accordingly. This digital-first strategy is opening up new avenues for penetrating the market and retaining customers.

Sustainable and Eco-Friendly Materials

Environmental awareness among Indian parents is fueling demand for sustainable and green kids' innerwear produced from organic and biodegradable materials. Additionally, contemporary parents are increasingly worried about the ecological footprint of textile manufacturing and look for products that fit their ethos of ecological stewardship. The India kids innerwear market forecast indicates high growth potential for brands that provide organic cotton, bamboo fiber, and recycled polyester choices. Besides this, certifications like GOTS and OEKO-TEX are also emerging as key market differentiators. Also, parents would pay a premium for products that ensure chemical-free, pesticide-free, and eco-friendly materials. Furthermore, brands are reacting by making sustainable supply chains, reducing packaging waste, and adopting circular economy practices as a priority. The trend is especially prominent among city-dwelling, educated consumers who consciously look for products with transparent manufacturing processes. This movement towards sustainability is giving rise to new market segments and pushing innovation in green manufacturing processes.

Growth, Opportunities, and Challenges in the India Kids Innerwear Market:

• Growth Drivers: Rising urbanization and nuclear family structures are driving increased spending on children's comfort and hygiene products. The growing awareness of the importance of proper innerwear for children's health and comfort is expanding market demand. E-commerce penetration and digital payment adoption are making premium innerwear more accessible to consumers across different geographic locations. Increasing participation of women in the workforce is leading to higher household incomes and greater willingness to spend on quality children's products. The influence of social media and celebrity endorsements is creating aspirational purchasing behavior among parents.
• Market Opportunities: Expansion into tier-2 and tier-3 cities presents significant untapped market potential with growing middle-class populations and increasing disposable incomes. Development of specialized product lines for different climate zones and seasonal requirements can capture region-specific demand. Partnerships with pediatricians and child care experts can build credibility and drive product recommendations. Integration of sustainable and organic materials can tap into the growing eco-conscious consumer segment. Private label collaborations with major retailers can provide cost-effective market entry and expansion opportunities.
• Market Challenges: Intense competition from unorganized sector players offering low-cost alternatives creates pricing pressure on branded products. Supply chain disruptions and raw material cost fluctuations can impact profit margins and product availability. Consumer preference for frequent purchases of lower-priced items versus premium long-lasting products creates market fragmentation. Limited awareness about the importance of quality innerwear in smaller towns and rural areas restricts market penetration. Seasonal demand variations and inventory management complexities pose operational challenges for manufacturers and retailers.

India Kids Innerwear Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the region/country level for 2025-2033. Our report has categorized the market based on type, age group, gender, and distribution channel.

Type Insights:

• Underwear
• Undershirts
• Sleepwear
• Thermals

The report has provided a detailed breakup and analysis of the market based on the type. This includes underwear, undershirts, sleepwear, and thermals.

Age Group Insights:

• Infants (0-2 Years)
• Toddlers (2-4 Years)
• Young Children (4-12 Years)

A detailed breakup and analysis of the market based on the age group have also been provided in the report. This includes infants (0-2 years), toddlers (2-4 years), and young children (4-12 years).

Gender Insights:

• Boys
• Girls

The report has provided a detailed breakup and analysis of the market based on the gender. This includes boys and girls.

Distribution Channel Insights:

• Online Platforms
• Specialty Stores
• Supermarkets
• Department Stores

A detailed breakup and analysis of the market based on the distribution channel have also been provided in the report. This includes online platforms, specialty stores, supermarkets, and department stores.

Regional Insights:

• North India
• South India
• East India
• West India

The report has also provided a comprehensive analysis of all the major regional markets, which include North India, South India, East India, and West India.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

India Kids Innerwear Market News:

• February 2025: Chi Linen, an Indian brand known for sustainable children's apparel, launched its latest collection at Bharat Tex 2025 in New Delhi. The brand emphasized eco-friendly practices and high-quality linen garments designed for children's comfort and style.
• October 2024: UK's Mothercare formed a joint venture with Reliance Brands Holding UK, a subsidiary of Reliance Industries Ltd. Reliance acquired a 51% stake in the venture for GBP 16 million, covering territories including India, Nepal, Sri Lanka, Bhutan, and Bangladesh.
• September 2024: Plan B, a direct-to-consumer (D2C) kids' innerwear brand, secured an undisclosed amount of funding from JITO Incubation and Innovation Foundation (JIIF), high-net-worth individuals, and Ah! Ventures.

India Kids Innerwear Market Report Coverage:

Key Questions Answered in This Report:

• How has the India kids innerwear market performed so far and how will it perform in the coming years?
• What is the breakup of the India kids innerwear market on the basis of type?
• What is the breakup of the India kids innerwear market on the basis of age group?
• What is the breakup of the India kids innerwear market on the basis of gender?
• What is the breakup of the India kids innerwear market on the basis of distribution channel?
• What are the various stages in the value chain of the India kids innerwear market? 
• What are the key driving factors and challenges in the India kids innerwear market?
• What is the structure of the India kids innerwear market and who are the key players?
• What is the degree of competition in the India kids innerwear market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the India kids innerwear market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the India kids innerwear market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the India kids innerwear industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.