Wacoal Focuses on Human Science Research to Redefine Innerwear

Wacoal has emerged as a trailblazer, combining comfort, style, and inclusivity to meet the evolving needs of the modern Indian woman.

- Surabhi Khosla

The Indian lingerie market is witnessing a remarkable transformation.

Once dominated by price sensitivity and an unorganised structure, it has now evolved into a more premium, experience-driven, and consumer-conscious segment.

According to an IMARC report, the market size touched USD 5.4 billion in 2024 and is projected to reach USD 12.0 billion by 2033, growing at a CAGR of 8.40%. Rising disposable incomes drive this growth, the expanding middle class, and increased awareness of lingerie as both a daily essential and a fashion statement. Celebrity influence and aspirational lifestyles further support this momentum.

Factors such as the rise of e-commerce, growing body positivity, and increased awareness of inclusivity, and sustainability have reshaped buying behavior, with women today prioritising both comfort-led everyday essentials and occasion wear. At the same time, social media has helped normalise conversations around lingerie, providing fertile ground for premium and aspirational brands to flourish.

In this dynamic landscape, Wacoal has emerged as a trailblazer, combining comfort, style, and inclusivity to meet the evolving needs of the modern Indian woman. With a focus on expertise in fit and human-science-based research, Wacoal India under COO Pooja Merani, is redefining what innerwear means today.

Merani says that every Wacoal product is the result of decades of R&D, with rigorous quality checks ensuring consistency. “Our professional fitting services enhance consumer trust, making lingerie shopping more personalised and empowering. By combining Japanese craftsmanship with an understanding of Indian consumers, we create products suited to diverse body types and lifestyles. Our commitment to inclusivity, comfort, and sustainability continues to strengthen our leadership in the premium segment,” she explains in an exclusive interview with Editor, IMAGES Business of Fashion, Surabhi Khosla.