Indian Women and the Lingerie Shift: What’s Changing?

The lingerie market in India is undergoing a remarkable transformation. What was once seen purely as a functional category is now recognised as a space for self-expression, comfort, and personal choice.

This shift is being driven by multiple factors, changing lifestyles, increased exposure to global trends, and a growing understanding of personal fit and comfort. For the modern Indian woman, lingerie is no longer just a necessity. It’s a part of her daily confidence.

From Function to Comfort-First Mindset

Historically, lingerie choices in India leaned heavily towards durability and modesty, often prioritising longevity over comfort or style. Today, comfort has moved to the forefront. Soft fabrics, wire-free bras, breathable materials, and second-skin fits are being favoured over heavily structured designs.

Women are seeking lingerie that feels natural, supports without restricting, and works with their lifestyle rather than against it.

Changing Bra Buying Behaviour in India

Lingerie shopping is becoming more informed. Women are increasingly aware of their measurements, body shapes, and the variety of options available to them. Size inclusivity and fit accuracy are now key expectations from brands.

Online platforms have made it easier to explore styles, read reviews, and make confident purchases. However, many women still prefer to physically try products before committing, valuing expert fitting guidance.

Generational Shifts in Preferences

Generational attitudes are shaping the lingerie market in distinct ways:

●       Gen Z: Style-led, open to experimentation, and drawn to bold colours, mesh fabrics, and unconventional silhouettes.

●       Millennials: Balance between style and substance, often seeking versatile lingerie that transitions between roles and outfits.

●       Gen X and Beyond: Prioritise trusted fits, reliable support, and fabrics that respect sensitive skin.

Looking Ahead

The Indian lingerie market is set to keep evolving, with increased demand for innovation in fabrics, sizing, and functionality. Sustainability and mindful buying are emerging as future priorities, as consumers become more conscious of how and where their lingerie is made.

For modern Indian women, lingerie is not just what they wear underneath. Triumph is a quiet, personal reflection of who they are confident, informed, and unapologetically themselves.