Индийский рынок нижнего белья трансформируется: потребители переходят от функциональности к осознанному выбору комфорта

For a long time, innerwear was one of those categories India preferred not to talk about. We wore it every day, bought it regularly and depended on it for comfort, yet conversations around it were often limited to basic questions of size, fit and price. It was an essential part of everyday life, but rarely something people openly discussed or considered beyond its functional purpose. That mindset is gradually changing. The Indian consumer today is more informed, more conscious and far more willing to question whether something genuinely works for them. When it comes to innerwear, the conversation is increasingly moving beyond simply finding the right size. Consumers are thinking about fabric, fit, movement, weather, lifestyle and comfort over time, reflecting a broader shift towards making more considered choices about everyday essentials. For women, this change is particularly evident. Comfort is no longer viewed as something that should be compromised for appearance or availability. There is greater awareness around different fits, fabrics and silhouettes, along with a growing understanding that what works for one person may not necessarily work for another. The purchase decision is therefore becoming more personal and informed, with consumers increasingly looking for products that complement their individual needs rather than simply choosing what has traditionally been available. Younger consumers are playing an important role in accelerating this change. They have grown up with easier access to information and are comfortable researching products, comparing options and sharing experiences. Topics that previous generations may have considered too personal are increasingly finding space in everyday conversations, digital communities and social media. This has helped make discussions around periods, body comfort, fit and intimate apparel more practical and less intimidating. The expansion of the category itself reflects this changing mindset. The growing acceptance of products such as period underwear, relaxed innerwear and loungewear demonstrates how consumers are looking for functionality that fits into their actual lifestyles. The boundaries between innerwear, sleepwear and everyday comfort are becoming less rigid as people increasingly prioritise ease of movement and versatility in what they wear. Loungewear, in particular, offers an interesting example of how consumer expectations have evolved. What was once largely associated with staying at home has become a much broader part of the modern wardrobe. A consumer today might wear the same piece through a work from home morning, a quick errand and a relaxed evening at home, without changing more than once. That kind of overlap between work, leisure and personal time is exactly why practicality and comfort now matter as much as appearance when people choose what to wear. There is also a wider change in how consumers perceive personal choice. Earlier, conversations around innerwear were often shaped by what was considered appropriate, conventional or socially acceptable. Today, consumers are increasingly comfortable choosing based on what makes sense for them personally, whether that means prioritising a particular fabric, a different silhouette, or products designed around specific stages of life. For businesses in the category, this evolution presents both an opportunity and a responsibility. Familiarity and legacy remain important, particularly in a category where trust plays a significant role. The conversation may still be relatively understated, but the mindset behind it is changing. Innerwear is increasingly being viewed not simply as a private necessity, but as an important part of personal comfort and everyday wellbeing. The shift from avoiding the conversation to making informed choices is perhaps the clearest indication of how much the Indian consumer has evolved, and it is likely to shape the category for years to come. ( Inputs by : Shashikant Trevadia, Founder of Juliet Apparels Pvt Ltd)