20 February 2023, Mumbai
Changing lifestyles and the back of increasing disposable income of the Indian middle class are key catalysts/enablers driving considerably the market size and scope of ‘The Indian sleepwear segment’.
According to a trade report by ResearchAndMarkets, the Indian sleepwear market was estimated at $2.77 billion in 2018 and is projected to hit $5.81 billion by the year 2026. The market hitherto is commanded by traditional nightwear such as sarees, salwar kameez, and kurta pajamas.
Illustrate the segment
Sleeping garments is just as essential as selecting a workplace, casual, party, or sports clothing.
This transition has been encouraging.
However, interestingly there has been an increase in market size/demand for modern and western-style nightwear, such as shorts, t-shirts, and nightgowns, more specifically among the youthful generation.
Kinetics
Women's pajama set manufacturers are expanding their R&D capacity to expand the variety and functionality of designs.
Through vertical integration, businesses also attempt to improve product quality and lower operational expenses.
Chinese and Indian vendors are in fierce rivalry for market dominance due to the removal of export tariffs and import restrictions on sleepwear manufactured in China for the EU and the US.
This fashion awareness is high throughout the nation and there is a lot of potential in places outside the major metropolitan areas. And here is where the fashion component is crucial.
Competitive landscape
An aerial view of the segment reflects the Indian sleepwear market, at the macro-level prominent players in the competitive landscape include big brands such as Jockey, Lux Industries, and Dollar Industries.
These players dominate the market with their array of range of products/product lines, innovative & imaginative designs, and aggressive marketing strategies, big advertising budgets to create a big brand pull moving up a market step thanks to retail expansion and the rise in fashion consciousness making it quite challenging for unorganized trade & smaller players to gain a significant market share where pricing is the only factor.
A rapidly growing fashion area in the Indian market, sleepwear, and lingerie has seen the emergence of organized companies like Juliet, Sleep-ins, etc., during the past ten years. What was formerly Kashmira Nightwear Company, which began with a single freestanding store in Pune many years ago, is now the Sleep-ins brand of comprehensive nightwear solutions, which is present in many of the country's leading retail chains and has a chain of numerous unique Sleep-ins locations.
Because of the solo work of Kishor Chhabria, managing director of the Pune-based Kashmira Nightwear Company, Sleep-ins is now a brand with a national manifestation.
They were primarily focused on the western market, but the brand did well locally this year. In addition to having more than 20 exclusive stores around the nation, they have recruited distributors in Chennai, Bangalore, Hyderabad, Kolkata, UP, MP, Punjab, and other locations. They want to add six more outlets to this total. In addition to the exclusive shops, the company now sells its products at several sizable department stores.
The business sources the finest textiles from domestic suppliers import the satins from Korea and produces the prints on-site.
Sweat dream
The Indian sleepwear segment is a bright spot in the apparel industry with a growing demand for customers’ increased aspiration for seeking comfort and fashionable nightwear.
Against the backdrop of changing lifestyles and increased focus on self-care, the demand for sleepwear is expected to continue to grow. In addition, the rise of e-commerce and online shopping is making it easier for customers to access a wider range of products.
Considering the Indian demographic is highly price-conscious & sensitive and competition from leading/established brands.
Road ahead; On the whole, the Indian sleepwear segment is on the road to growth, but all this needs the sector to innovate continuously and adapt to changing consumer choices & preferences to remain competitive.
