The Indian lingerie market is witnessing a remarkable transformation. Once dominated by price sensitivity and an unorganised structure, it has now evolved into a more premium, experience-driven, and consumer-conscious segment.
According to an IMARC report, the market size touched USD 5.4 billion in 2024 and is projected to reach USD 12.0 billion by 2033, growing at a CAGR of 8.40%. Rising disposable incomes drive this growth, the expanding middle class, and increased awareness of lingerie as both a daily essential and a fashion statement. Celebrity influence and aspirational lifestyles further support this momentum.
Factors such as the rise of e-commerce, growing body positivity, and increased awareness of inclusivity, and sustainability have reshaped buying behavior, with women today prioritising both comfort-led everyday essentials and occasion wear. At the same time, social media has helped normalise conversations around lingerie, providing fertile ground for premium and aspirational brands to flourish.
In this dynamic landscape, Wacoal has emerged as a trailblazer, combining comfort, style, and inclusivity to meet the evolving needs of the modern Indian woman. With a focus on expertise in fit and human-science-based research, Wacoal, under COO Pooja Merani, is redefining what innerwear means today.
Merani says that every Wacoal product is the result of decades of R&D, with rigorous quality checks ensuring consistency. “Our professional fitting services enhance consumer trust, making lingerie shopping more personalised and empowering. By combining Japanese craftsmanship with an understanding of Indian consumers, we create products suited to diverse body types and lifestyles. Our commitment to inclusivity, comfort, and sustainability continues to strengthen our leadership in the premium segment,” she explains in an exclusive interview with Editor, IMAGES Business of Fashion, Surabhi Khosla.
Locally Inspired, Globally Driven
Wacoal prides itself on staying true to its global premium positioning while offering India-specific ranges. Everyday basics and breathable fabrics are prioritised, while global innovations are curated at accessible price points. Collections like BASICS are especially popular as they deliver Wacoal’s craftsmanship and comfort at pricing which is sweet.
As the brand works on this dual approach to ensure that it caters to both aspirational and everyday shoppers without diluting its brand identity, it simultaneously focuses on localised size ranges, fabrics, and silhouettes which suit Indian body types and climatic conditions.
“Our Human Science Research Centre in Kyoto, active since 1964, continuously studies women’s bodies to refine fit and comfort. Examples of such adaptations include the BASICS Collection, created to meet everyday needs at accessible price points, and the Cool Comfort Collection, designed with unique fabric technology that keeps women cool and comfortable in hot, humid weather while delivering Wacoal’s signature support and fit,” Merani explains.
She says that these innovations ensure that Wacoal’s products are not just imported designs but thoughtfully localised solutions for Indian women. “Wacoal’s core philosophy revolves around comfort, elegance, and quality, and customers trust the brand because products deliver perfect fit, long-lasting comfort, and exceptional value,” she adds.
Deepening Retail Focus
Even as Wacoal emphasises on localised solutions, it is also working on deepening focus on its retail expansion strategy in India – both offline and online.
“Our expansion follows an omnichannel strategy, balancing offline growth with online reach. In metros and Tier 1 cities, we are strengthening our presence through Exclusive Brand Outlets (EBOs) in premium locations and partnerships with Large Format Stores,” says Merani. She also points out that the brand is fast doubling down on Tier 2 3 cities, where they are expanding via Multi-Brand Outlets (MBOs) and select EBOs to capture rising demand.
For online channels, she says, their D2C website and marketplaces remain crucial for nationwide accessibility and consumer convenience. “E-commerce is a key growth driver for us. It allows us to reach smaller cities, while metro shoppers benefit from convenience and a wider catalogue. Our D2C site also enables us to provide fitting education and showcase the full product range. We see omnichannel retailing as essential, blending physical touchpoints with digital convenience, while leveraging data insights to build stronger consumer relationships.”
She also asserts that B2B partnerships are key to their scaling strategy.
“Beyond our 18 EBOs, we are present in 40+ Large Format Stores and 80+ Multi-Brand Outlets across metros and key tier-2/3 cities like Nashik, Kochi, Pune, Hyderabad, and more. Strategic placements in high-footfall malls and retail hubs give us strong urban visibility, while MBOs help us reach aspirational consumers in non-metro markets. On the online front, collaborations with Amazon, Myntra, etc. ensure nationwide accessibility,” Merani states.
This multi-pronged partnership approach enables Wacoal to build brand awareness, expand distribution efficiently, and connect with consumers across India’s diverse markets.
Wacoal: India Retail Presence
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Innovating Beyond the Bra
Innovation is core to Wacoal’s DNA. From advanced fabric technology to fit engineering, the brand constantly refines its products to deliver unmatched comfort and support.
“Virtual fitting tools and AI sizing solutions are gradually being adopted, especially online. These help reduce purchase hesitation and improve size accuracy. We also combine technology with expert human fitting services for trust-building,” says Merani.
Wacoal also offers a wide size range, with cup sizes going up to 44FF, supported by innovations like the Back Appeal Bra designed for curvier Indian silhouettes. Trained fit consultants and consumer feedback further helps the brand continuously its refine products for inclusivity, ensuring every woman feels confident and supported.
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Additionally, Wacoal is focused on addressing the hesitation that comes with shopping for lingerie beyond non-traditional formats in smaller towns. This is being done through discreet, professional, and educational in-store experiences. “Our campaigns emphasise empowerment, wellness, and body confidence rather than just fashion,” says Merani.
Aside from product innovation, the brand also advances environmentally responsible practices.
“Globally, Wacoal is reducing single-use plastics, improving operational efficiencies, and exploring greener production processes. In India, we are aligning with this vision by using sustainable fabrics and offering inclusive, eco-conscious ranges like BASICS. Sustainability remains central to our long-term growth strategy,” Merani states.
Key Challenges & Opportunities
Pooja Merani is of the view that these challenges open opportunities – from introducing fit education initiatives to developing size-inclusive collections and specialised lines for maternity or plus-size consumers. |
The Next Phase of Growth
Merani says that the next phase of growth for Wacoal in India will be driven by a threefold approach:
- Strengthening presence in metros through more EBOs
- Deepening penetration in Tier 2 and 3 markets where aspirational demand is rising
- Scaling e-commerce for nationwide accessibility.
Aside from this, the brand has signalled multiple new store openings over the next 12–18 months, with a focus on metros and high-potential regional hubs.
