HOW FRANCHISING IS TURNING INNERWEAR RETAIL INTO A SCALABLE BIZ

Once a functional essential, India's innerwear industry is now redefining fashion retail through comfort, innovation, and inclusivity. Here we delve into how leading brands like Jockey, Clovia, Rupa, and Juliet are driving the next wave of growth with franchise-led expansion and a strong focus on Tier II and III markets.

- BY VAISHNAVI GUPTA

Once considered a quiet corner of the apparel industry, India’s innerwear market has emerged as one of its most vibrant growth engines.

What was traditionally a necessity-driven category has now evolved into a style-conscious, comfort-led, and innovation-fueled segment—reshaping how consumers, especially women, perceive and purchase their intimatewear. Industry estimates project the Indian innerwear market to reach $20.47 billion by 2030, growing at a CAGR of 7.6 percent from 2024 to 2030.

Comfort, Confidence, and Choice

Across India’s metros and smaller cities alike, innerwear has transformed from a purely functional garment into a personal expression of comfort and confidence. As Shruti Khaneja, VP - Offline Sales at Clovia noted, “Demand in this category is being shaped by inclusivity, comfort, and fashion-forward design. Women today are seeking lightweight, seamless, and bonded fabrics that balance comfort with style.” This sentiment resonates across the industry. Bhavesh Trevadia, Director at Juliet Apparels added, “Juliet isn’t just an intimate-wear label anymore. We're evolving into a dusk-to-dawn apparel brand for the modern Indian woman— from essentials to athleisure to fashion-led categories.”

Franchising: The Engine of Retail Expansion