India Night & Underwear Market Outlook to 2030

India Night & Underwear Market Overview

• The India Night & Underwear Market is valued at USD 1 billion, based on extensive historical analysis. This market is primarily driven by increasing demand for comfortable, sustainable clothing and the rapid shift towards e-commerce platforms. The rise of online shopping, especially for intimate wear, has fueled the demand, with consumers gravitating toward convenience, privacy, and a wide array of options.

• The market is dominated by metropolitan cities like Mumbai, Delhi, and Bengaluru. These cities, with their diverse population and higher disposable incomes, foster a thriving demand for premium nightwear and underwear. Additionally, the presence of fashion-conscious consumers and a robust retail network enables brands to push innovative designs and sustainable products in these regions.
• The government's Make in India initiative has encouraged domestic manufacturing of textiles and garments, including nightwear and underwear. In 2024, the Indian textile sector has received investments worth INR 2,000 crore under this initiative, promoting local production and reducing reliance on imports, which has positively impacted the innerwear market.

India Night & Underwear Market Segmentation

By Product Type: The market is segmented by product type into Bras, Panties, Nightgowns, Boxers, and Briefs. Bras continue to dominate the segment, as they are a staple of womens intimate wear and see frequent purchases due to hygiene and comfort concerns. The preference for more supportive, well-fitting bras and the increasing trend of sports bras as athleisure wear contribute to this dominance. Brands offering varied styles like push-up, t-shirt bras, and seamless bras are highly popular due to their comfort and functional diversity.

By Distribution Channel: The market is also segmented by distribution channel into Offline (Specialty Stores, Supermarkets) and Online (E-commerce Platforms, Brand Websites). E-commerce platforms have witnessed the most rapid growth in this segment, driven by convenience, easy return policies, and an increased variety of brands. Consumers prefer online shopping for intimate wear due to privacy concerns and the ability to access global brands. Additionally, the heavy discounts offered online have made this channel more attractive.

India Night & Underwear Market Competitive Landscape

The market is dominated by both international and local players. This competitive landscape highlights the influence of major brands, which have established themselves through years of brand loyalty, marketing, and distribution channels.

India Night & Underwear Market Analysis

Market Growth Drivers

• Increase in Female Workforce Participation: The rise in the number of women entering the workforce in India has significantly contributed to the demand for nightwear and underwear, as women are seeking more comfortable and functional clothing options. According to the Ministry of Labour and Employment, the female labor force participation in 2024 is expected to reach 120 million, a notable increase from previous years, driving the demand for premium and mid-range lingerie products.
• Shift in Consumer Preferences Towards Comfort and Style: There has been a noticeable shift in consumer preferences towards comfort and stylish nightwear and underwear, especially among the younger population. In 2024, an estimated 700 million consumers in India fall within the age group of 15-40 years, fueling demand for fashion-forward innerwear that blends comfort with aesthetics. This trend is leading to the rapid expansion of the organized retail sector.
• Growing E-commerce Penetration: With over 500 million internet users in India in 2024, online platforms are becoming a popular purchasing medium for nightwear and underwear. The ease of access to a wide range of products, coupled with the rising trend of online shopping, has led to a surge in sales for this category. Companies like Zivame and Clovia have reported over a 20% increase in online sales for innerwear in the last two years, indicating robust market growth.

Market Challenges

• Limited Penetration in Rural Areas: Despite India's vast rural population of over 800 million people, penetration of organized and branded nightwear and underwear remains limited in rural regions. Due to lower purchasing power and lack of awareness, rural consumers often opt for cheaper, unbranded products. In 2024, the rural organized market accounts for only about 20% of total nightwear and underwear sales.
• Stiff Competition from International Brands: International brands such as Calvin Klein and Victorias Secret have entered the Indian market aggressively, providing stiff competition to domestic players. In 2024, these global brands have expanded their presence in metropolitan areas, capturing a significant share of the premium segment, which has led to increased pressure on domestic brands to innovate and differentiate themselves.

India Night & Underwear Market Future Outlook

Over the next five years, the India Night & Underwear industry is expected to show strong growth, driven by rising consumer awareness of premium, sustainable intimate wear and the proliferation of e-commerce platforms.

Future Market Opportunities

• Growth of Athleisure-inspired Innerwear: The athleisure trend will continue to influence the underwear market over the next five years. By 2029, an additional 15 million units of athleisure-inspired innerwear, which combines style, functionality, and comfort, are expected to be sold. This trend will be driven by a more health-conscious population that values both comfort and performance in their clothing.
• Expansion of Offline Stores in Tier II and Tier III Cities: By 2029, leading brands are expected to expand their retail presence in Tier II and Tier III cities to tap into the growing demand for branded innerwear. With an estimated 300 million consumers residing in these areas as of 2024, brands are likely to open over 1,000 new stores in the next five years, providing greater access to organized retail options.