India’s innerwear market is undergoing a transformative phase, where innovation in fabrics, fit, and technology is driving both style and comfort. Brands are reimagining everyday essentials, blending performance, sustainability, and design to meet evolving consumer expectations.
From functional to fashionable; India’s innerwear drawer has had a major glow-up. Shoppers today don’t just buy innerwear; they buy comfort with character. They want trunks that move with them, vests that breathe in summer, and lounge sets that double up as casual wear.
And brands are responding – with new fabric technologies, inclusive fits, and vibrant styles that celebrate individuality. Innerwear is no longer hidden. This shift has also opened doors for innovation in form of microfiber fabrics, anti-odour finishes, moisture control, and adaptive fits which are now standard expectations.
IMAGES Business of Fashion brings you a list of innerwear brands that are redefining the innerwear segment with the use of technology…
amanté
Premium lingerie and intimate wear brand under Reliance Retail Ventures Ltd., amante is known for blending luxury, comfort, and fashion with functional designs tailored for the modern woman. The brand continues to redefine intimate wear through a sharp focus on comfort, fit, and style.
Deepak Jain, CEO, amanté, says, “Indian lingerie consumers are evolving rapidly. There is a growing awareness of fit and sizing, a strong embrace of body positivity, and an increasing preference for premium, aspirational products that combine style, comfort, and quality. At amanté, we are aligning with these shifts by offering innovatively designed, fit-accurate, and high-quality intimate wear that empowers women to feel confident and valued, reflecting their changing expectations and lifestyle aspirations.”
amanté leverages innovations such as seamless and bonded construction, advanced shapewear engineering, and breathable cotton fabrics that deliver a feather-light, second-skin feel. These advancements allow amanté to offer premium, performance-driven lingerie that balances elegance with everyday ease for the modern Indian woman.
At the same time, sustainability remains central to amanté’s philosophy. The brand increasingly uses eco-friendly, responsibly sourced fabrics, recycled and recyclable packaging, and efficient, low-waste production processes. By integrating sustainability into design, packaging, and operations, amanté aims to create intimate wear that not only looks and feels luxurious but also aligns with the conscious values of today’s consumer.
Wacoal
Wacoal is a Japanese premium lingerie brand that entered India in 2015. Wacoal India offers technologically advanced and scientifically designed innerwear for women. Innovation is core to Wacoal India’s DNA. From advanced fabric technology to fit engineering, the brand constantly refines the products to deliver unmatched comfort and support.
- Feel Free Bra: Features an innovative free-cut design with bonding and moulding techniques for a smooth, close fit under fitted outerwear.
- Bliss Collection:Designed with breathable fabrics for all-day ease, this collection features double-perforated cups and a unique rice-knit fabric that boost air circulation. The result is comfort and freshness, making it an essential choice for the warmer summer months.
- Cool Comfort Collection:Crafted with specialised breathable fabric technology, it keeps women cool and fresh in hot climates without compromising on fit or support, making it especially relevant for India.
UnderJeans by Spykar
UnderJeans by Spykar is an innerwear and loungewear sub-brand of the popular Indian denim label Spykar, that targets fashion-conscious men. UnderJeans incorporates advanced fabric technologies, including premium cottons, cotton-modal blends, imported micro modal, bamboo yarn, and microfibers engineered with anti-odor, quick-dry, and stretch-retention properties.
Sustainability forms a core part of the brand’s innovation strategy, with an increasing shift toward eco-conscious fabrics, low-impact dyes, and responsibly sourced materials.
Notably, several of its successful innovations such as the ‘No-Marks Waistband’ and ‘Bonded Micro Modals’ have been developed in response to direct consumer insights, reinforcing UnderJeans’ commitment to user-driven design and continuous product evolution.
“India’s diversity means comfort preferences vary by region where lighter, breathable fabrics in warmer zones; structured fits in urban metros. Our design approach factors in climate, lifestyle, and aesthetic preferences across regions. For example, South and West India drive high demand for lightweight cottons and modals while North India prefers athleisure-inspired blends during winters,” says Kunal Mehta, Business Head, UnderJeans.
U.S. Polo Assn.
Men’s innerwear brand U.S. Polo Assn. offers ranges that integrate advanced fabric technologies such as moisture-wicking and moisture management to ensure seamless comfort and enhanced performance.
Super-durable yarns offer longevity, while seamless bonded construction delivers a second-skin feel. The use of innovative fibers like Lyocell A100 enhances color richness and durability, while reducing carbon emissions by 50% and remaining fully biodegradable earning the prestigious USPA Life tag.
Sustainability lies at the heart of the brand’s innovation process, with responsibly sourced regenerated fibers such as bamboo, modal, and Lenzing Lyocell, alongside recycled synthetics that support circular fashion and significantly cut water and dye consumption during production.
Triumph
Triumph is a prominent global manufacturer and retailer of lingerie, underwear, sleepwear, and swimwear. The brand invests heavily in material innovation using breathable cups, soft elastics, 4-way stretch fabrics, and flexible frames.
Continuous wear-testing and feedback from in-store fit experts and online reviews drive constant refinement. With wire-free and hybrid support options, Triumph caters to women who prioritise both comfort and confidence.
THE BOTTOM LINE
As India’s innerwear market steps into its most innovative era yet, these brands are proving that comfort is no longer a compromise – it’s a science, a design philosophy, and a lifestyle statement. With breakthroughs in fabric engineering, sustainability, and consumer-driven design, innerwear is evolving from a basic necessity to a category of true fashion-tech.
What’s clear is this: the brands leading the comfort revolution aren’t just upgrading wardrobes – they’re reshaping expectations, setting new benchmarks, and redefining what it means to feel good in your own skin.
