India Dives In: The billion-dollar swimwear market making global waves
25 June, Mumbai 2025
Once considered a fringe fashion category, swimwear in India is now riding a transformative wave—evolving from a niche need to a vibrant, mainstream lifestyle segment. With factors like increasing disposable incomes, aspirational travel, and the growing embrace of wellness and style, the Indian swimwear market is expected to cross $1 billion in revenue in 2025, as per Statista. This isn’t just growth—it’s a fashion revolution happening poolside.
What’s driving the boom?
From Goa’s beach clubs to rooftop pools in Gurgaon, the demand for swimwear is no longer restricted to urban elites. Several socio-economic and cultural shifts are reshaping consumer behaviour. Indeed, rising disposable incomes is one big reason. As India’s middle class expands and urbanizes, there’s greater spending on lifestyle and leisure. Also, domestic getaways and international holidays have become more frequent, with curated beach and spa experiences now a part of everyday itineraries. Moreover, swimming and aqua-fitness are gaining ground as preferred workouts, driving the need for functional and stylish swimwear. Then there is the Instagram effect, in the age of beachside selfies and vacation reels, aspirational swimwear is a wardrobe essential. What’s more the modern, mobile Indian is no longer restricted to metros. Smaller towns are fast adopting cosmopolitan lifestyles—and with it, resort wardrobe.
Mapping the market
India’s swimwear ecosystem is now a multi-tiered matrix, intersecting across aesthetics, utility, and price points.
Table: Major swimwear players in India
|
Segment |
Characteristics |
Key players (examples) |
|
Affordable x Aesthetic |
Fashion-forward, budget-friendly |
H&M, Westside, Lemon Lords, Lulu & Sky, Savannah, Cukoo, Clovia, Zivame, M&S |
|
Affordable x Sport/Utility |
Functional, accessible for active use |
Decathlon (Nabaiji), Olaian, Lycot, Rovuars, Speedo (accessible range) |
|
Luxury/Premium x Sport |
High-performance, branded utility |
Adidas Swim, Nike, Speedo (premium range) |
|
Luxury/Premium x Aesthetic |
High-fashion, designer, aspirational styles |
Zimmermann, Victoria's Secret, Hunkemöller, SNI, The Summer House, It Girl, Verandah, Women Like You |
Stories from the surf
Affordable & on-trend: Mass-market appeal dominates this category. Fast fashion brands like H&M, alongside Indian names like Westside, Lemon Lords, and Lulu & Sky, offer stylish yet accessible designs. Online-first labels such as Clovia and Cukoo have tapped into the digital-savvy Gen Z shopper with curated vacation edits.
The Decathlon model: The French sportswear giant Decathlon, through its sub-brands Nabaiji and Olaian, commands respect in the performance-driven segment. Durable, practical, and price-sensitive, these lines are favorites among swimmers and beginners alike. Niche utility players like Lycot and Rovuars also find loyalists here.
Global muscle, local lure: International sportswear powerhouses—Adidas Swim, Nike, and Speedo—continue to dominate the performance luxury end. However, their full potential in India remains untapped due to limited awareness and distribution in smaller cities.
Rise of India's homegrown brands: In a telling shift, Indian labels are now holding their own in the global luxury arena. Verandah’s presence in HBO’s White Lotus, for instance, spotlights the international appeal of indigenous design. Brands like The Summer House, It Girl, and Women Like You blend traditional craftsmanship with resort-wear aesthetics, capturing both local and diaspora markets.
Nykaa fashion’s strategic bet: Beauty and fashion e-commerce powerhouse Nykaa Fashion has emerged as a critical enabler in expanding the premium swimwear ecosystem. By curating both global luxury swim labels and high-quality homegrown brands, Nykaa has unlocked new visibility and reach—particularly for consumers in non-metro markets seeking aspirational products online.
What lies ahead
India’s swimwear story is still unfolding—but the wave is unmistakably powerful. With growing lifestyle consciousness, increasing body confidence, and digital platforms fueling discovery, this once-overlooked category is now a symbol of leisure, luxury, and liberation. For brands—both legacy and startup—the message is clear: dive in, the market is warm.
