The lingerie market in India is still in its infant stage and, until in recent times, the accessibility of high quality intimate apparel was limited to irregular or grey imports sold under the counter. Because of the limited products and lack of enough specialized and organized retail atmosphere, the fashion realization and quality awareness of the Indian consumer for intimate apparel is yet to be realized. India is also one of the most scattered retail markets in the world. The products, so far, have been mainly marketed as a commodity and are price and margin oriented. 1. Enamor
When Gokaldas Intimatewear began developing Enamor, their first aim was good fit. Across India Enamor surveyed and measured 4,000 women. They noticed that 80 per cent of Indian women wore a uncomfortable fitting underwear. In India, bras were made only in B and C cup sizes, though Enamor's research found that most Indian women required A or D cup sizes. 2. Triumph
In India Triumph, Lovable Lingerie, Enamor, VIP, Juliet, Amul etc are major players in lingerie market. Today 70 per cent of the lingerie market of India is unorganised. But that can be replaced with the increase in the number of malls and quality-conscious consumers. For example, Lovable's growth of 20 per cent last year was sustained by new retail space. 3. Liberty
The first trendy movement for both men and women was seen when Associated Apparels Pvt Ltd, producers of Liberty shirts, introduced the world famous Maiden Form bras, Jockey men's underwear and Jantzen swimwear in 1962 in India.Even today Libertina and Liberty are still one of the major players in the lingerie market.
In 1971, VIP entered the men's underwear market with a big-bang and became the most talked about brand due to its advertisement featuring model Dalip Tahil. Since then VIP is a leading player in the men's and women's underwear market. And introduced Loveable in 1996 was a huge success as they brought in a...