The Indian lingerie industry, at the moment, is seeing a growth that is unparalleled. It has undergone a transformational change in the past few years due to availability of brands, changing technology, changing consumer behaviour and increased awareness. The Indian lingerie market is growing at a high rate of 24% and is sized at Rs. 56.28 bn. In fact, as will be seen later, a few segments within the industry are growing at staggering rates of over 50%.
Lingerie is one of the most understated parts of a woman’s attire. If chosen and worn properly, lingerie can bring out a look in her that she deserves. The Indian woman of to-day is bolder when it comes to aspirations. She is now choosy and has started giving im-portance to lingerie. This has been fostered by the changing social structure. The Indian society is in the midst of a makeover. The western influence is shaping today’s modern women. More and more women are now working, which has increased their disposable income. Women are now not hesitant to spend on lingerie that is comfortable and appeal-ing. This change has also been bolstered by the changing dress codes. The dress codes demand women to select lingerie that shapes their look, which essentially then boosts their confidence.
However, amidst this growth, there is one section or segment that has been neglected. It is the section of bridal lingerie. In fact, the research shows that there is no segment called bridal lingerie available in Indian retail lingerie.
Bridal lingerie is lingerie that is sensuous and is meant for special occasions like wed-dings, anniversaries, birthdays etc., but is not limited to these occasions and can be used in daily life. Whatever be the reason, women of today are increasingly aware of the con-cept of bridal lingerie, which is very prevalent in the west, but have not been given the required avenues in the Indian retail space. Most of the Indian women have aspirations to look their best for the mentioned occasions and if the market can’t provide them with the required products, then it is a failure of the lingerie industry.
Also, among women, extreme ignorance prevails when they make their lingerie deci-sions. Being ignorant, most of the women don’t know their correct sizes and buy lingerie that is uncomfortable and unappealing. In fact the ignorance is widespread across the globe. As per a research, 80% of the women in USA wear the wrong bra size while for India, the numbers stand at a disappointing 90%. These are huge numbers and, as will be explained later, the repercussions of this ignorance could be detrimental.
So, bearing this in mind, the report details out the proposition to address the needs mentioned.