Enjoy complimentary customisation on priority with our Enterprise License!
The India online lingerie market size is forecast to increase by USD 710.5 billion, at a CAGR of 13.59% between 2023 and 2028. The market is experiencing significant growth, driven by several key trends. The increasing penetration of organized retail is fueling demand for lingerie, as consumers seek a wider range of options and better shopping experiences. Additionally, the influx of luxury lingerie brands into the online space is catering to the growing demand for high-end and premium products. Furthermore, the use of direct-to-consumer (DTC) strategies by lingerie manufacturers is enabling them to reach customers directly and build stronger relationships, leading to increased sales and customer loyalty. These factors are expected to drive the growth of the online lingerie market in the coming years.
To learn more about this report, View Report Sample
The market has experienced significant growth in recent years, driven by the increasing spending capacity of working women and the labor force. This segment of the innerwear lingerie market caters to the demand for both everyday essentials and creative lingerie made from luxury materials such as lace, embroidery, and digitalization. The fabric used in these products is stretchable and suitable for various activities, including athleisure wear and sports. Online sales of bras, knickers, and other intimate wear have increased due to the convenience and accessibility offered by e-commerce platforms. Commercial advertisements and social media have played a crucial role in promoting these products, reaching a younger target demographic through social networks. Per capita spending on online lingerie has increased as consumers seek out the latest designs and technologies, such as online bra-fitting services and sports bra collections. The market is booming with stylish and body-inclusive options. Brands are focusing on product innovation with collections like sports bras and sustainable variants using organic cotton. Millennials and Generation Z are driving demand for anti-bacterial and anti-microbial features, and design technology enhances the experience. Inner Sense offers an online bra-fitting service to meet diverse needs.
Demand from smaller cities pushing lingerie sales is the key factor driving the growth of the market. Sales of women's innerwear to grow 4-5 times in 2021, driven by growing online demand from tier 2 and tier 3 cities. The work-from-home culture has attracted new customers to online platforms in small towns and some up-country regions.
Moreover, the rapid growth of the e-commerce sector during the COVID-19 pandemic has resulted in a major shift in consumer buying habits, with many new buyers and sellers in different locations of small towns selecting online channels. Hence, these factors will drive the growth of the market during the forecast period.
Men emerging as significant online buyers of lingerie is the primary trend in the market. Most men are hesitant to approach a lingerie store, but due to the anonymity of the Internet, men are gradually becoming big customers in the India - online lingerie market. The market offers a wide range of men's underwear, from classic briefs and boxers to innovative, comfortable designs that cater to various preferences and lifestyles. On average, men make up about 25% of underwear purchases on online lingerie sites.
Moreover, this number increases to 40% during the wedding season and special occasions. The India - online lingerie market is fragmented but growing rapidly. This is one of the main reasons why big investors favor domestic online lingerie brands. These are the key factors expected to drive the growth of the market during the forecast period.
Increased use of DTC strategy by lingerie manufacturers is a challenge that affects the growth of the market. The direct-to-customer strategy has involved brands in closer contact with consumers and increased the loyalty of customers by understanding their needs. Furthermore, customer feedback and assistance from fashion brands in quickly adapting to their customers' needs have been enhanced by the use of internet platforms. Some of the world's most famous brands such as Nike and Puma, are moving to eliminate middlemen in order to be able to sell directly to consumers at a fraction of prices for established retailers.
However, some brands have continued focusing on their DTC activities through store enlargement initiatives and the strengthening of their online shopping platforms. These DTC-focused brands must continuously assess their inventory, logistics, and end-destination sales capabilities to ensure that they are constantly functioning. Thus, such factors will impede the growth of the market during the forecast period.
The market research report includes the adoption lifecycle of the growth market research and growth, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the market report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and forecasting strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The research report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The bras segment is estimated to witness significant growth during the forecast period. Bras do not only offer an appropriate fit but also support and comfort for the woman who wears them as it helps increase her confidence. The emergence of a number of internet platforms which offer different types of bras to be worn by each woman's body shape and size is part of an evolving e-commerce retail sector in India.
Get a glance at the market contribution of various segments View the PDF Sample
The bras segment was the largest segment and was valued at USD 251.80 billion in 2018. The segment of younger customers looking forward to the purchase of new breast products that match Western style and dress has been created by rapidly expanding urban areas. These younger customers are knowledgeable, well-traveled, brand-conscious, and stay connected with the latest fashion trends. They're more able to spend money, which is what makes them willing to experiment and explore. They're looking for high-quality products and service standards from consumer brands. Thus, such factors will drive the growth of the market during the forecast period.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024 to 2028, as well as historical data from 2018 to 2022 for the following segments.
The market has experienced significant growth in recent years, driven by the increasing spending capacity and labor force of working women. Consumers now prefer creative lingerie made from luxurious fabrics, lace, and embroidery, leading to the innovation of innerwear lingerie with 3D printing technology. Bras, knickers, panties, shapewear, and other intimate wear are now available in multi-brand stores and e-commerce platforms, offering a wide range of choices for consumers. Our sports bra collection features a variety of undergarments designed to provide optimal support, comfort, and style for any level of physical activity.
Furthermore, consumer preferences for fashion trends such as athleisure and digitalization have influenced the market, with an increasing demand for stretchable and comfortable lingerie. Hygiene and appearance continue to be key factors in consumer decision-making, leading to the popularity of online sales and services such as 3D bra-fitting and online bra-fitting services. Social media and celebrity endorsements have also played a significant role in building consumer trust and identity development in the market. The younger target demographic is increasingly turning to social networks for inspiration and purchasing decisions, making social media an essential marketing tool for brands. Per capita spending on intimate wear is expected to continue rising, with the market expected to grow steadily in the coming years.
|
Market Scope |
|
|
Report Coverage |
Details |
|
Page number |
128 |
|
Base year |
2023 |
|
Historic period |
2018 -2022 |
|
Forecast period |
2024-2028 |
|
Growth momentum & CAGR |
Accelerate at a CAGR of 13.59% |
|
Market growth 2024-2028 |
USD 710.5 billion |
|
Market structure |
Fragmented |
|
YoY growth 2023-2024(%) |
10.71 |
|
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
|
Key companies profiled |
Bodycare Creations Ltd., Da Intimo, Fast Retailing Co. Ltd., Genxlead Retail Pvt. Ltd., H and M Hennes and Mauritz GBC AB, Hunkemoller B.V., Jockey International Inc., Juliet India Pvt. Ltd., La Maison Lejaby SASU, Lovable Lingerie Ltd., Lovebird Lingerie, Lux Industries Ltd., Marks and Spencer Group plc, Modenik Lifestyle Pvt. Ltd., Reliance Industries Ltd., Rupa and Co. Ltd., Triumph Intertrade AG, V Star Creations Pvt. Ltd., Victorias Secret and Co., and Wacoal Holdings Corp. |
|
Market dynamics |
Parent market growth analysis, Market Forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the market forecast period. |
|
Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Type
8 Customer Landscape
9 Drivers, Challenges, and Opportunity/Restraints
10 Competitive Landscape
11 Competitive Analysis
12 Appendix
Get the report (PDF) sent to your email within minutes.
Get lifetime access to our
Technavio Insights
Quick Report Overview:
Cookie Policy
The Site uses cookies to record users' preferences in relation to the functionality of accessibility. We, our Affiliates, and our Vendors may store and access cookies on a device, and process personal data including unique identifiers sent by a device, to personalise content, tailor, and report on advertising and to analyse our traffic. By clicking “I’m fine with this”, you are allowing the use of these cookies. Please refer to the help guide of your browser for further information on cookies, including how to disable them. Review our Privacy & Cookie Notice.
