Women’s innerwear sales rise five times on demand from smaller cities

15 June 2021, Mumbai:

Increased demand from Tier II and III cities has boosted women’s innerwear sales almost five times.

A May 2021 report by consulting firm RedSeer says, the women’s innerwear market in India currently stands at $7 billion and constitutes 9 percent of the total apparel market.

More consumers in smaller towns such as Salem, Dindigul, Erode, etc are moving to online platforms to buy innerwear due to closed shops and rising work from home culture, says the report.

Brand Zivame generates 90 percent of its business from its digital platform. Of this, 50 percent business is generated from Tier III and IV cities like Panchkula, Udaipur, Vellore, Bareilly, Siliguri, Bhatinda, Agra, and Nagpur. Demand for the brand’s innerwear items like comfy bras and underwear and multi-purpose sleepwear and loungewear is increasing, says the report.

About 30 percent of the women’s innerwear market in India is driven by metro cities. RedSeer expects, the online female innerwear market is expected to reach around $11-$12 billion by 2025. Enamor’s core lingerie business has increased to 25 percent of total business on the back of online sales.

Online lingerie store Clovia’s sales of innerwear and ancillaries grew 95 percent from October 2020 to May 2021. The brand is seeing increased demand from non-metros since the last few months, adds Pankaj Vermani, CEO.

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