As incomes rise, more young women join the workforce and people become aware of better brands; the female innerwear market (lingerie, shapewear, etc.) in India will nearly double to US $ 11-12 billion by 2025, said a report of RedSeer, a consulting firm.
The report titled ‘Female innerwear’s US $ 12 billion opportunity’ says that the female innerwear is amongst the fastest growing category in apparel segment. A rise of nearly six times from 2020, the online female innerwear market will be around US $ 1-1.2 billion by 2025.
India has mainly four types of players in this segment that include offline-focused brands Amante, Enamor and Triumph; e-commerce players like Flipkart and Amazon (these have many offerings but may not have a sharp, specific focus on female innerwear); online fashion marketplaces like Myntra and Ajio; and digital-first omnichannel players that focus on innerwear like Clovia and Zivame.
Anil Kumar, Co-founder and CEO of RedSeer says, “There have been clear shifts in consumer behaviour favouring the use of casualwear 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 on better quality products and explored online options.”
Innerwear is evolving into ‘casuals at home’ or ‘at-home smart clothing’. Athleisure and activewear are benefiting from people becoming fitness conscious, joining gyms and taking up activities like cycling.
It is important to mention here that the female innerwear market will grow by 1.5 times in smaller cities than in metropolises. In these cities, the major growth factors will be digital penetration and brand awareness – not to mention the benefits from social media and online shopping.
International brands like Reebok, Nike or Puma, which have been in India for more than decades, have invested in creating awareness about the category. Notably, their brands are widely distributed and alternatively used as casualwear.
Bharat Tex Special Report 2026 
