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Smaller cities drive lingerie sales in India

Jun 14, 2021
Smaller cities drive lingerie sales in India


As the demand for women’s innerwear increased due to lockdowns, the sales in this segment went up by 4 to 5 times driven mostly by tier 2 and tier 3 cities, according to a report in The Times of India. As per the innerwear brands, the demand for these products has increased more on online platforms as the shops are closed and due to the work-from-home culture. The digital platform of Zivami contributed to 90% of its sale, out of this 50% is generated from tier 3 and tier 4 areas. According to the company, the demand for comfortable bras, underwear, lounge-wear, and sleepwear has increased during the pandemic.

The Indian female innerwear market stands at $6 billion, according to the report of the consulting firm RedSeer. The online share of Enamor has also grown 4 to 5 times. As per Shekhar Tewari, CEO, Enamor, the customers are more from tier 1 cities but as many people have moved back to their hometowns during the pandemic, the demand for home wear has increased in tier 2 and tier 3 cities. He added that the overall demand in the fashion industry is low as there are no celebrations and nobody is going out for vacations. As per Pankaj Verman, CEO, Clovia, in the last few months, the demand from non-metro cities has grown exponentially. 

Source – The Times Of India

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