India Lingerie Market Research Report and Industry Forecast

Market Overview:

The India lingerie market size reached USD 5.4 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 12.0 Billion by 2033, exhibiting a growth rate (CAGR) of 8.40% during 2025-2033. The increasing awareness and acceptance of lingerie as an essential part of daily wear and fashion, the growing middle-class population with higher disposable income, and rising influence of celebrity endorsements are among the key factors driving the market growth.

Lingerie is a category of intimate apparel that encompasses a diverse range of luxurious and alluring undergarments designed to be worn primarily by women. This type of clothing is crafted with exquisite fabrics, delicate lace, satin, and silk and is sometimes adorned with intricate embroidery or decorative elements. The collection includes bras, panties, corsets, chemises, babydolls, teddies, and garters, among others. Lingerie serves various roles, from enhancing body contours and providing support to allowing for the expression of personal style and romantic desires. It is often associated with special occasions, such as weddings or romantic rendezvous, but many women also enjoy incorporating lingerie into their daily wardrobe for the boost of self-assurance and empowerment it brings.

The increasing awareness and acceptance of lingerie as an essential part of daily wear and fashion is driving the market in India. Moreover, the growing middle-class population with higher disposable income has led to increased spending on lifestyle products, including lingerie. As more women enter the workforce and contribute to household incomes, they are more likely to spend on premium and branded lingerie products. Moreover, the lingerie market in India has witnessed a shift in fashion preferences, with consumers seeking more stylish, comfortable, and well-fitting products. Brands have responded by introducing innovative designs and materials to cater to these demands. Besides, Bollywood and celebrity endorsements have a considerable influence on consumer choices in India. When prominent figures endorse lingerie brands or appear in advertisements, it can significantly impact sales and brand recognition.

India Lingerie Market Trends/Drivers:

Rise in E-commerce and Online Shopping

With the increasing penetration of the internet and the widespread adoption of smartphones, consumers now prefer the convenience of browsing and purchasing lingerie online. Online retailers offer a vast selection of products, easy comparison of prices and features, and hassle-free delivery options, making it more appealing for customers to shop from the comfort of their homes. Moreover, the rise of direct-to-consumer brands and subscription-based lingerie services has further intensified competition and provided consumers with a personalized shopping experience. As a result, traditional brick-and-mortar lingerie stores face challenges in retaining customers and are compelled to adapt their strategies to accommodate the digital era. The e-commerce boom has opened up new avenues for lingerie brands to reach global audiences, facilitating international expansion and driving overall market growth.

Shifting Cultural Attitudes and Body Positivity

Presently, there has been a significant shift in societal perceptions of beauty, with an increasing emphasis on accepting diverse body shapes and sizes. This movement has led to a greater demand for inclusive lingerie that caters to women of all body types, challenging traditional beauty standards. Lingerie brands are responding by expanding their size ranges and offering more inclusive designs, which has resulted in a broader customer base and boosted sales. Moreover, lingerie companies are increasingly featuring diverse models in their marketing campaigns, celebrating different body types and empowering women to embrace their uniqueness. This shift in cultural attitudes towards body positivity has become a powerful market driver, encouraging lingerie manufacturers to align their products with the growing demand for self-assurance and confidence.

India Lingerie Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the India lingerie market report, along with forecasts at the country and regional levels from 2025-2033. Our report has categorized the market based on product type, material, price range and distribution channel.

Breakup by Product Type:

• Brassiere
• Knickers or Panties
• Shapewear
• Others

Brassiere represents the most widely used product type

The report has provided a detailed breakup and analysis of the market based on the product type. This includes brassiere, knickers or panties, shapewear, and others. According to the report, brassiere represented the largest segment.

Brassieres are essential undergarments for women, offering support, shaping, and comfort to the bust area. Brassieres come in a wide array of styles, catering to various needs and preferences, including push-up bras, sports bras, wireless bras, T-shirt bras, and more. This diversity in design allows bras to address different occasions, outfits, and body types, making them a versatile and indispensable product. The increasing focus on body positivity and the celebration of diversity have augmented the demand for inclusive lingerie options, including bras that accommodate various breast sizes and shapes. Brands have recognized the significance of offering an extensive size range to cater to a broader customer base, allowing women of all body types to find bras that fit them comfortably.

Breakup by Material:

• Cotton
• Silk
• Satin
• Nylon
• Others

Cotton holds the majority of the market share 

A detailed breakup and analysis of the market based on the material has also been provided in the report. This includes cotton, silk, satin, nylon, and others. According to the report, cotton represented the largest segment. 

Individuals often seek comfort as a top priority when choosing their intimate apparel, and cotton delivers on this aspect consistently. Its natural texture and softness make it suitable for daily wear and sensitive skin, making it a reliable choice for women of all ages. Moreover, cotton has gained traction due to its hypoallergenic nature. Several individuals are prone to skin allergies and sensitivities, and cotton's non-irritating and gentle characteristics make it an attractive option for those seeking underwear with minimal risk of allergic reactions. Furthermore, cotton's versatility allows lingerie manufacturers to experiment with various designs, cuts, and styles, ensuring a diverse range of cotton-based lingerie is available to cater to different preferences and occasions.

Breakup by Price Range:

• Economy
• Premium

Economy holds the majority of the market share

A detailed breakup and analysis of the market based on the price range has also been provided in the report. This includes economy and premium. According to the report, economy represented the largest segment.

As lingerie is considered a basic necessity, the economy segment ensures that consumers can find undergarments that meet their needs without straining their wallets. Additionally, the rise of e-commerce has played a vital role in supporting the economy segment. Online platforms offer a plethora of options from various brands, making it easier for price-conscious consumers to compare prices and find the best deals. Online shopping provides greater accessibility, convenience, and cost transparency, contributing to the popularity of the economy segment. The growing influence of fast fashion has had a considerable impact on the lingerie market. With fashion trends changing rapidly, many consumers prefer to purchase affordable and trendy lingerie that can be replaced more frequently.

Breakup by Distribution Channel:

• Mass Merchandizers
• Specialized Stores
• Online Stores
• Others

Mass merchandizers holds the majority of the market share 

A detailed breakup and analysis of the market based on the distribution channel has also been provided in the report. This includes mass merchandizers, specialized stores, online stores, and others. According to the report, mass merchandizers represented the largest segment.

Mass merchandizers are retail outlets or chains that offer a wide range of products at affordable prices. These retailers often include department stores, big-box stores, and discount stores, which are strategically positioned in high-traffic locations, making them easily accessible to a broad audience. Moreover, the extensive reach of mass merchandisers allows lingerie brands to connect with a vast customer base. Additionally, these retail chains invest heavily in marketing and advertising, promoting their lingerie offerings through various channels, including print, television, and digital media. Their robust promotional strategies increase brand visibility and influence consumer purchasing decisions. Furthermore, mass merchandisers often collaborate with well-known lingerie brands, launching exclusive collections or collaborations, which generates excitement and attracts a broader customer base. 

Breakup by Region:

• North India
• West and Central India
• South India
• East India

North India exhibits a clear dominance, accounting for the largest India lingerie market share 

The report has also provided a comprehensive analysis of all the major regional markets, which include North India, West and Central India, South India, and East India. According to the report, North India was the largest market for India lingerie market.

North India's cultural preferences play a vital role in driving the demand for lingerie. Traditional attire, such as sarees and suits, are commonly worn by women in this region, necessitating suitable lingerie, including bras and panties for proper garment draping. The preference for ethnic wear has led to a consistent demand for lingerie that complements such clothing styles. Furthermore, North India hosts a wide network of retail outlets and shopping malls, providing a convenient and accessible platform for consumers to purchase lingerie. The region is home to numerous multi-brand retail chains, department stores, and exclusive lingerie boutiques, offering a diverse range of products and catering to varying consumer needs.

Competitive Landscape:

Several lingerie brands are focusing on product innovation and design to cater to changing fashion trends and preferences. They are introducing new styles, cuts, and fabrics that combine comfort, functionality, and aesthetics to attract a broader customer base. Additionally, there is a growing emphasis on inclusivity, with companies expanding their size ranges to accommodate women of all body types. Moreover, companies are investing in sustainable and eco-friendly practices to address the increasing concern for environmental conservation. They are adopting responsible sourcing of materials, promoting fair labor practices, and reducing the carbon footprint of their manufacturing processes. Ethical and sustainable initiatives not only appeal to socially conscious consumers but also enhance brand reputation and loyalty. Also, lingerie brands are establishing a strong online presence and enhancing their e-commerce platforms to reach a wider audience.

The competitive landscape of the market has been studied in the report with the detailed profiles of the key players operating in the market.

India Lingerie Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the India lingerie market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the India lingerie 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 lingerie 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.