Redefining Essentials

Innovation at the Heart of India's Innerwear Market

- Sandeep Kumar

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. Brands are responding with new fabric technologies, inclusive fits, and vibrant styles that celebrate individuality. Innerwear is no longer hidden. Today, it is part of how people express themselves, quietly but confidently.

The Indian consumer has evolved faster than the industry ever expected. No longer content with basic utility, shoppers now seek products that combine design, comfort, performance, and identity. This shift has opened doors for innovation in form of microfiber fabrics, anti-odour finishes, moisture control, and adaptive fits which are now standard expectations. The conversation has also moved beyond gender and price to lifestyle, inclusivity, and sustainability—signalling a new, more aware era for the category.

Behind this shift lies a deeper change in how Indians view comfort, confidence, and self-expression. The modern consumer—especially in urban and Tier-II cities—has become more aware of fit, fabric, and functionality. Exposure to global brands, the influence of social media, and the rise of lifestyle-driven shopping have all played their part.

Understanding Customer Preferences