
During the 2024 fiscal year, brands utilising the Unicommerce platform saw an 80 per cent year-over-year rise in online innerwear sales in India. According to Unicommerce’s data, sales increased in Tier Two and Three cities as well as metro areas.
“We have witnessed a prominent shift in consumer interest from conventional, off-the-shelf buying to an online-first shopping approach,” said VIP Clothing Limited’s direct-to-customer head Kanishk Pathare in Unicommerce’s press release.
Online shoppers frequently purchase lingerie sets, bras, knickers, loungewear, sleepwear and swimwear. The growth in innerwear sales in Tier Two and Tier Three cities, by over 75 per cent and 80 per cent, respectively, indicates that non-metro buyers are becoming more at ease with making innerwear purchases online.
Sales of women’s fitness and shapewear have increased in addition to innerwear. Recent product debuts by numerous innerwear businesses, such as period knickers and pregnancy knickers, are becoming more and more well-liked by consumers.
“Online shopping is adding newer pathways for e-commerce segments like innerwear, leading brands to tap connect more effectively with their target audience,” said Unicommerce’s managing director and CEO Kapil Makhija.