For years, lingerie occupied a quiet corner of Indian fashion. It was functional, rarely discussed, and often treated as an afterthought compared to outerwear, accessories, or beauty.
Not anymore.
Today, Indian women are spending more on intimate wear than ever before, transforming lingerie from a necessity into a lifestyle category driven by comfort, confidence, and self-expression.
The shift is significant. According to IMARC Group, India’s lingerie market reached approximately USD 6.3 billion in 2024 and is projected to nearly double to over USD 11 billion by 2033, growing at a CAGR of around 6.5%. The growth is being fuelled by rising disposable incomes, greater fashion awareness, increased internet penetration, and changing attitudes toward personal style.
But behind the numbers lies a much larger cultural transformation.
“Lingerie is no longer viewed as something women buy because they have to,” says Arisha Nigam, Founder of premium intimate wear brand Naughty Rituals. “We’re seeing women actively seek products that make them feel confident, comfortable, and aligned with how they see themselves. The purchase has become deeply personal.”
The change is part of a broader shift in consumer behaviour. From skincare and wellness to fitness and mental health, women are increasingly investing in products that contribute to how they feel rather than how they are perceived. Lingerie has quietly joined that list.
Industry insiders say the modern consumer is moving away from the idea that intimate wear should only be practical. Instead, shoppers are looking for thoughtful design, superior fabrics, better fits, and products that reflect their individual lifestyles.
“The definition of luxury has changed,” says Arisha, “Women are prioritising how a garment feels on their skin. Confidence has become a luxury in itself.”
Digital commerce has accelerated this evolution.
Online platforms have made it easier for women across India to access brands, styles, and sizes that were previously unavailable in many markets. Industry estimates suggest that online lingerie sales are among the fastest-growing segments within India’s fashion e-commerce ecosystem, particularly among consumers in Tier 2 and Tier 3 cities.
Social media has also played a critical role. Conversations around body positivity, confidence, inclusivity, and self-care have moved into the mainstream, creating an environment where women are more willing to explore and invest in intimate fashion.
The result is a more informed and intentional consumer.
Women are asking questions about fabric quality, fit, sustainability, and brand values. They are researching purchases, reading reviews, and treating lingerie with the same consideration once reserved for luxury handbags or premium beauty products.
For brands, this represents both an opportunity and a challenge.
Today’s consumers expect more than products. They want experiences, authenticity, and emotional connection. According to Arisha, some of the most memorable customer feedback isn’t about design details at all.
“It’s often about how someone felt wearing the product,” she says. “When a customer says she felt more confident, more comfortable, or more like herself, that’s when you realise this category is about far more than clothing.”
As India’s fashion landscape continues to evolve, lingerie is emerging as one of its most fascinating growth stories. Not because women are buying more of it, but because they are buying it for entirely different reasons.
What was once hidden beneath the surface is now becoming a powerful expression of identity.
And that may be the biggest trend of all.
Last Updated on: Saturday, June 13, 2026 11:25 am by Admin | Published by: Admin on Saturday, June 13, 2026 11:25 am | News Categories: Lifestyle