The innerwear industry in India has widened from being a basic requirement to designer wear with more focus on styling and comfort. Thanks to online brands like Zivame, Clovia for their sensuous and premium quality products marketed by targeting high-earning customers in India.
Talking more about these two companies, Zivame was launched in 2011 went for a private label model in 2013. Later, in 2016, it applied for a single retail brand license. Clovia, started in 2012 has shown more steady growth and Zivame is more of a risktaker. In 2018, Zivame made a revenue of Rs 86.6 crore, Rs 53 crore more than the previous year. Clovia‘s revenue in 2018 reached up to Rs 51.8 from Rs 38.6 crore the previous year.
According to the industry experts, Indian female innerwear segment will grow at a CAGR of 14 percent to reach Rs. 31,306 crores in 2021 and Rs.60,277 crores in 2026. This growth will be lead by online brands that are creating awareness for innovation in this category. With this article, we will look at how these brands have changed things considering the Indian market.
There was a time when most females considered buying innerwear secretly without talking much about it. Ladies preferred going together to the neighborhood store to buy functional, boring undergarments. With the entry of digitalisation and e-commerce, Indians came to know more about flaunting bra straps and G-strings.
The Indian lingerie segment now attracts a large number of women openly demanding for the most innovative pieces. This has given the brands an opportunity to play with designs, cuts, colours, styles, etc.
Cotton has been the choice for innerwear companies. But with advancements demands of more trendy styles, the way for other fabrics including linen, nylon, came to place. Women became habitual to the benefits of these fabrics due to its stretch, comfort, durability, easy care and stain resistance.
But in 2017, with the emergence of intimate wear sector, a much wider range of fabrics including satin, modal, silk, spandex, rayon, lace, mesh, polyamide, and power net became popular. Underwired, strapless, push-ups, bralettes, front open, convertible are few styles that are widely accepted and bought.
The innerwear-as-outerwear trend got popular after the launch of such brands. And with this, showing off became a trend in lingerie market too. From bodysuits as tops to night-gown slips as dresses lingerie can now be worn in interesting ways.
If you know more strategies used by Clovia and Zivame that led this industry to become what it is today, please do share with us in the comments section.