Indian Lingerie Sector Analysis

  • September 2008
  • -
  • Koncept Analytics
  • -
  • 115 pages

A key factor characterizing the blooming Indian lingerie industry is the increasing size of the organized industry and the declining share of the unorganized industry resulting in growing independent brands taking charge of the industry . In addition, growing income levels of Indians and their changing lifestyles has rechristened lingerie from just an undergarment to a fashion clothing item, at least in the urban centers.

Times have changed for the better for the Indian women like never before in terms of fashion style and statement coupled with growing wealth that is helping the growth of the organized lingerie market . From being a industry worth Rs. 780 crore (US$175.9 million) in 2003, the organized lingerie industry has almost doubled to Rs. 1645 crore (US$370.3 million) bustling business in the last five years.

Trade analysts and the market insiders believe that this is because the whole scale of the Indian industry has improved beyond recognition during the last five years following the advent of multinational brands in the industry place and the growth of organized retail. This, perhaps, is the reason why the premium and super-premium sector of the lingerie market , with brassieres priced above Rs. 200 (US$5) and mostly characterized by the presence of international brands, are witnessing higher growth compared to mid-market and low/economy sectors .

In view of the current situation, the premium and super-premium sectors of the market are advancing following a consumer shift from economy and mid-market sectors to the premium sector , while the low and economy sector is gaining from the market being more organized.

Characterizing the premium sector are either international brands or joint venture of Indian manufacturers with international firms . Lovable, Enamor and Triumph have successfully established themselves as premium lingerie brands and brands that are in expansion mode include Etam, Benetton, La Perla and About U.

The mid-market sector is characterized by the presence of national players like Maxwell Market (with Daisy Dee brand), BodyCare, Groversons, Red Rose, Juliet, Jockey, and Libertina.

Factors like growth in income level, preference for recognizable brands and rapid growth of organized retail is anticipated to increase the current share of the organized lingerie industry of 28% in the next three years.

The study titled “” analyzes the overall Indian lingerie industry in the context of growth and developments in the niche sector of the apparel market . The apparel and textile market has also been examined in the first section of the report.
This study is an attempt to explore the lingerie market through primary and secondary research and to bring out the industry potential and major market trends. As classified on the basis of price, the three broad sectors of the Indian lingerie market – low and economy, mid-market and premium and super-premium - have been analyzed in-depth to understand the growth pattern and functioning of the leading players in the respective sectors . Further, supply chain of the Indian lingerie market has been assessed and major sales channels for lingerie evaluated.

The positioning of the leading players in different sectors has been analyzed in terms of brands, collaboration and distribution.

The survey on consumer and retailers helped in developing an understanding of the industry from both the business and consumer perspective.

Research Methodology

Koncept Analytics commissioned exclusive consumer research for this report, which was conducted by Industry Insight Consultants in the months of June – August 2008 to understand the business and consumer side of the lingerie market . This study was conducted in the four metropolitan cities – Delhi (National Capital Region), Mumbai, Kolkata, and Chennai.

From the consumer perspective, the survey was administered to a random sample of 1600 women, 400 each from the four metropolitan cities, who had purchased brassieres and briefs for themselves in the past 12 months.

From the business perspective, the study interviewed 80 retailers, 20 from each metropolitan city to understand the performance and functioning of leading lingerie brands. Further, chief executives and prominent people from leading lingerie manufacturing industry players were also interviewed to gain an insight on the major developments in the market .

Table Of Contents

Section I: Indian Textile and Apparel Market

I. Indian Textile and Apparel Market : An Overview

I. 1 Indian Textile and Apparel Market : Size and Growth
I. 2 Indian Textile and Apparel Market : The Export Industry
I. 3 Indian Textile and Apparel Market : Market Drivers

II. Indian Apparel Industry : An Overview

II. 1 Indian Apparel Industry : Size and Growth
II. 2 Women’s Apparel Industry : Size and Growth

III. Indian Innerwear Industry

III. 1 Innerwear Industry in India: Size and Growth
III. 2 Men's Innerwear Industry : Size and Growth

Section II: Indian Lingerie Market

IV. Indian Lingerie Industry : An Overview

IV. 1 Market Definition
IV. 2 Indian Lingerie Industry : Segment Classification
IV. 3 Lingerie Industry : Size and Growth
IV. 4 Indian Lingerie Industry : Share by Segment
IV. 5 Indian Lingerie Industry : Growth by Segment
IV. V. 1 Premium and Super-Premium Segments
IV. V. 2 Mid-Market Segment
IV. V. II. 1 Libertina-Jockey-Juliet-Sonari: A lucrative mid-market sub-segment
IV. V. II. 2 Libertina: A Case Study
IV. V. 3 Low and Economy Segment

V. Indian Lingerie Market : Supply Chain Analysis

VI. Revenues Channels for Lingerie
VI. 1 An overview of different sales channels
VI. 2 Major Channels for Lingerie Revenues

VII. Brassieres: An Insight on Different Categories

VIII. Market Drivers

9. Industry Trends

10. Indian Lingerie Market : SWOT Analysis

Section III: Retailers’ Survey: Business and Consumer Perspective

1I. Retailers’ Survey: Major Findings

1I. 1 Best Selling Premium Lingerie Brands
1I. 2 Best Selling Mid-Market Lingerie Brands
1I. 3 Lingerie Brands: Most Efficient Distribution System
1I. 4 Lingerie Brands: Aggressive in Revenues and Industry ing
1I. 5 Average Single Purchase Bill: Premium Segment
1I. 6 Average Single Purchase Bill: Mid-Market Segment
1I. 7 Demand for Printed Lingerie
1I. 8 Features Demanded by Consumers

Section IV: Consumer Survey: Buying Behavior

1II. Consumer Survey: Major Findings

1II. 1 Buying Behavior - Intended and Impulsive
1II. 2 Factors behind the Last Purchase
1II. 3 Buying Behavior: Was it for Specific Occasion?
1II. 4 Purchase Volume: Bras
1II. 5 Purchase Volume: Briefs
1II. 6 Consultation with Revenues person?
1II. 7 Purchase Frequency: Bras
1II. 8 Choice of Shopping Destination
1II. 9 Factors Important for Shoppers in a Lingerie Store
1II. 10 Buying Behavior: Purchasing Criterion for a Lingerie
1II. 11 Buying Behavior: Preferred Lingerie Fabric
1II. 12 Buying Behavior: Preferred Shoulder Straps
1II. 13 Buying Behavior: Preferred Brassiere Fasteners
1II. 14 Buying Behavior: Favorite Color for Brassieres
1II. 15 Most Preferred Brands: Value for Money, Fit and Comfort

Section V: Competitive Environment : Major Lingerie Manufacturers

1III. Competitive Environment

1III. 1 Major Brands in Different Segments
1III. I. 1 Premium and Super-premium Segments
1III. I. 2 Mid-Premium Segment
1III. I. 3 Low and Economy Segments
1III. 2 Positioning of Major Lingerie Brands in Different Regions
1III. 3 Competitive Matrix: Ownership Type and Brands
1III. 4 Competitive Matrix: Comparison of Distribution Reach
1III. 5 Competitive Matrix: Price versus Value

1IV. Industry Player s

1IV. 1 Maxwell Market (Lovable, Daisy Dee, VIP, Vanity Fair)
1IV. 2 Gokaldas Intimatewear (Enamor)
1IV. 3 Triumph International - India (Triumph)
1IV. 4 BodyCare International (BodyCare)
1IV. 5 Groversons Apparels (Paris Beauty, Poems, Sparsh, Misty)
1IV. 6 Page Market Limited (Jockey)

Section VI: Projection : Indian Lingerie Industry

1V. Industry Projection

Section VII: Snapshot - Indian Economy

1VI. India Snanpshot

1VI. 1 Indian Economy: Gross Domestic Product Growth
1VI. 2 Per Capita Income and Consumption
1VI. 3 Population and Disposable Income
1VI. 4 Number of Millionaires

Section VIII: Factsheet - Indian Lingerie Brands

I: Price Comparison - Major Brands 109
II: Product Line Offerings - Major Brands
III: Bra Style Offerings - Major Brands
IV: Color Range Offerings - Major Brands
V: Fabrics in Use - Major Brands
VI: Shoulder Straps in Use - Major Brands
VII: Fasteners in Use - Major Brands

Figures and Tables

Section I: Indian Textile and Apparel Market

Figure I. 1: Demand for Fabrics - Domestic and Exports Industry : from 2007 to 2012
Table I. 1: Segment-wise export performance (US$ Million)
Figure I. 2: Textile Exports from India: Break-up by Country
Figure I. 3: Briefs and Panties of Cotton - Value of Exports (2003-2008)
Figure I. 4: Briefs and Panties of Synthetic Fibre - Value of Exports (2003-08)
Figure I. 5: Briefs and Panties of Artificial Fibre - Value of Exports (2003-08)
Figure I. 6: Briefs and Panties of Silk - Value of Exports (2003-08)
Figure I. 7: Briefs and Panties of Other Fibre - Value of Exports (2003-08)
Figure II. 1: Value of Indian Apparel Industry : 2007 - 2012
Figure II. 2: Value of Indian Apparel Industry by Segments: 2007
Figure II. 3: Industry share of major categories in Apparel Market : 2007
Figure II. 4: Industry share of major sub-categories in Apparel Market : 2006
Figure III. 1: Innerwear Industry in India (Value): from 2003 to 2007
Figure III. 2: Innerwear Industry in India - Break-up: 2007
Figure III. 3: Men’s Innerwear Industry in India (Value): from 2003 to 2007

Section II: Indian Lingerie Market

Figure IV. 1: Classification of Lingerie according to price
Figure IV. 2: Value of lingerie industry in India: from 2003 to 2007
Figure IV. 3: Share of lingerie industry by sector : 2007
Figure IV. 4: Percentage share of lingerie industry by sectors : from 2003 to 2007
Figure IV. 5: Value of premium and super-premium sectors : from 2003 to 2007
Figure IV. 6: Value of mid-premium sector : from 2003 to 2007
Figure IV. 7: Value of low and economy sector : from 2003 to 2007
Figure V. 1 Lingerie Supply Chain
Figure VI. 1 Lingerie - Revenues Channels
Figure VI. 2 Lingerie Channels - Revenues Break-up
Figure VII. 1 Brassieres - Segment Break-up
Figure VIII. 1 Growth of Women Population: 1981 - 2001
Figure VIII. 2: Organized vs. Traditional Retail - Comparative Penetration: 2007
Figure VIII. 3: Organized retail in India: Segment share 2007

Section III: Retailers’ Survey: Business and Consumer Perspective

Table 1I. 1: List of lingerie retailers surveyed in the four metropolitan cities
Figure 1I. 1: Retailers’ Survey: Best selling premium lingerie brands
Figure 1I. 2: Retailers’ Survey: Best selling mid-market lingerie brands
Figure 1I. 3: Retailers’ Survey: Lingerie brands -Efficient distribution system
Figure 1I. 4: Retailers’ Survey: Lingerie brands aggressive in sales and industry ing
Figure 1I. 5: Average single purchase in the premium lingerie sector
Figure 1I. 6: Average single purchase in the mid-market lingerie sector
Figure 1I. 7: Demand for printed lingerie
Figure 1I. 8: Retailers’ Survey: Preference for fabric and features

Section IV: Consumer Survey: Buying Behavior

Figure 1II. 1: Buying behavior - Was the last purchase intended or impulsive?
Figure 1II. 2: Factors behind the last purchase of lingerie
Figure 1II. 3: Purchase of lingerie for special occasions
Figure 1II. 4: Number of bras purchased last year
Figure 1II. 5: Number of briefs/panties purchased in a year
Figure 1II. 6: Women seeking advice from salespersons
Figure 1II. 7: Purchase frequency of bras
Figure 1II. 8: Survey Findings: Popular sales channels of lingerie
Figure 1II. 9: Factors important for shopping in a lingerie store in Delhi (NCR)
Figure 1II. 10: Factors important for shopping in a lingerie store in Mumbai
Figure 1II. 11: Factors important for shopping in a lingerie store in Kolkata
Figure 1II. 12: Factors important for shopping in a lingerie store in Chennai
Figure 1II. 13: Survey Findings (Delhi) - Purchasing criterion for lingerie
Figure 1II. 14: Survey Findings (Mumbai) - Purchasing criterion for lingerie
Figure 1II. 15: Survey Findings (Kolkata) - Purchasing criterion for lingerie
Figure 1II. 16: Survey Findings (Chennai) - Purchasing criterion for lingerie
Figure 1II. 17: Survey Findings - Most preferred fabric for lingerie
Figure 1II. 18: Survey Findings - Most preferred shoulder straps
Figure 1II. 19: Survey Findings - Most preferred brassiere fasteners
Figure 1II. 20: Survey Findings - Preferred brassiere colors
Figure 1II. 21: Value for money brands: Consumer Survey
Figure 1II. 22: Best fit lingerie brands: Consumer Survey
Figure 1II. 23: Best comfort lingerie brands: Consumer Survey

Section V: Competitive Environment : Major Lingerie Manufacturers

Figure 1III. 1: Presence of brands in different regions
Table 1III. 1: Major firms : Ownership type and brands
Table 1III. 2: Major firms : Number of MBOs and EBOs
Figure 1III. 2: Competitive Matrix: Price versus Value
Figure 1IV. 1: Maxwell Market - Revenues and Assets: from 2005 to 2008
Table 1IV. 1: Maxwell Market - Key Executives
Table 1IV. 2: Jockey - Portfolio of products

Section VI: Projection : Indian Lingerie Industry

Figure 1V. 1: Estimated value of Indian lingerie market : from 2008 to 2010
Figure 1V. 2: Estimated value of premium and super-premium sector : from 2008 to 2010
Figure 1V. 3: Estimated value of mid-market lingerie sector : from 2008 to 2010
Figure 1V. 4: Estimated value of low and economy lingerie sector : 2008-10

Section VII: Snapshot - Indian Economy

Table 1VI. 1: Indian economy vis-a-vis the global economy
Figure 1VI. 1: India: Gross Domestic Product Growth in Percentage terms (2002 - 2007)
Figure 1VI. 2: India: Per Capital Income and Growth (2002 - 2007)
Figure 1VI. 3: India: Per Capital Consumption and Growth (2002 - 2007)
Figure 1VI. 4: Global Population (Percentage break-up)
Table 1VI. 2: Indian States: Population and Per Capita Income
Table 1VI. 3: India: Top 15 cities by population
Figure 1VI. 5: India: Number of Millionaires

Section VIII: Factsheet - Indian Lingerie Brands

Table I: Price comparison of bra, panties, sets, slips and camisole - Major brands
Table II: Product line offerings of bra, panties, sets, slips and camisole - Major brands
Table III: Bra style (Full-cup, sports, padded, underwired, seamless) offerings - Major brands
Table IV: Color range (white, black, skin, peach, pink, red) offerings - Major brands
Table V: Fabrics (cotton, lycra, lace, satin) used in lingerie - Major brands
Table VI: Straps (elastic, fabric, transparent etc) used in lingerie - Major brands
Table VII: Fasteners (elastic - double and single, fabric etc) used in lingerie - Major brands

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