Description
Dear readers,
Innerwear in India is quietly transforming the way we think about fashion and personal comfort. At first glance, it might seem like just another retail segment, but look a little closer, and you realise it is a category that combines intimacy, comfort, and self-expression in ways very few others do. Innerwear is no longer just about basic coverage; it’s about how a person feels throughout the day—confident, comfortable, and even empowered. That makes it one of the most essential categories in fashion today.
Over the past few years, the segment has witnessed an influx of international brands, each bringing global design sensibilities and a promise of quality. These brands are not just introducing premium aesthetics; they are educating consumers about fit, support, and lifestyle-led designs. Today, Indian consumers are spoilt for choice whether it’s seamless T-shirt bras, shapewear that doubles as confidence boosters, or athleisureinspired innerwear that moves effortlessly from home to gym.
Strengthening this momentum, bigger players like Reliance have formed a 50:50 joint venture with Israeli apparel major Delta Galil to design, manufacture, and sell innerwear in India. This partnership brings Delta Galil’s global brands and manufacturing expertise to Reliance’s retail platforms, supplementing its existing portfolio of Clovia, Zivame, and Amante; a move that directly challenges market leaders and elevates competition in the evolving innerwear space.
Technology has been a game-changer. AI-driven fit recommendations, virtual try-on tools, and seamless garment engineering are helping brands deliver precisely what consumers need. Fabric innovations are equally exciting: breathable microfibers, bamboo blends, and moisturewicking, anti-microbial textiles ensure that comfort is never compromised, while sustainable materials are helping brands respond to the growing eco-conscious consumer.
What strikes me personally is how these innovations are making innerwear more than just a purchase as they are creating an experience. Each piece tells a story of design, research, and care, turning what was once a hidden necessity into a thoughtful expression of personal style and comfort. For a market that touches so intimately on daily lives, the evolution of innerwear in India is not just business; it’s transformation, one garment at a time.
