Indian Lingerie Industry: Trends and Opportunities

Publication Date	September 2008
Publisher	Koncept Analytics
Product Type	Report
Pages	115
ISBN Number	not applicable
Product Code	KOA04302

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Summary

India holds immense growth potential for the lingerie industry, which is evident from the entry of large international brands in the Indian market in the last few years. A key factor characterizing the blooming Indian lingerie market is the increasing size of the organized market and the declining share of the unorganized market resulting in growing independent brands taking charge of the market. In addition, growing income levels of Indians and their changing lifestyles has rechristened lingerie from just an undergarment to a fashion clothing item, at least in the urban centers.

Times have changed for the better for the Indian women like never before in terms of fashion style and statement coupled with growing wealth that is helping the growth of the organized lingerie industry. From being a market worth Rs. 780 crore (US$175.9 million) in 2003, the organized lingerie market has almost doubled to Rs. 1645 crore (US$370.3 million) bustling business in the last five years.

Trade analysts and the industry insiders believe that this is because the whole scale of the Indian market has improved beyond recognition during the last five years following the advent of multinational brands in the market place and the growth of organized retail. This, perhaps, is the reason why the premium and super-premium segment of the lingerie industry, with brassieres priced above Rs. 200 (US$5) and mostly characterized by the presence of international brands, are witnessing higher growth compared to mid-market and low/economy segments.

In view of the current situation, the premium and super-premium segments of the industry are advancing following a consumer shift from economy and mid-market segments to the premium segment, while the low and economy segment is gaining from the industry being more organized.

Characterizing the premium segment are either international brands or joint venture of Indian manufacturers with international companies. Lovable, Enamor and Triumph have successfully established themselves as premium lingerie brands and brands that are in expansion mode include Etam, Benetton, La Perla and About U.

The mid-market segment is characterized by the presence of national players like Maxwell Industries (with Daisy Dee brand), BodyCare, Groversons, Red Rose, Juliet, Jockey, and Libertina.

Factors like growth in income level, preference for recognizable brands and rapid growth of organized retail is anticipated to increase the current share of the organized lingerie market of 28% in the next three years.

The study titled "Indian Lingerie Industry: Trends and Opportunities" analyzes the overall Indian lingerie market in the context of growth and developments in the niche segment of the apparel industry. The apparel and textile industry has also been examined in the first section of the report.

This study is an attempt to explore the lingerie industry through primary and secondary research and to bring out the market potential and major industry trends. As classified on the basis of price, the three broad segments of the Indian lingerie industry - low and economy, mid-market and premium and super-premium - have been analyzed in-depth to understand the growth pattern and functioning of the leading players in the respective segments. Further, supply chain of the Indian lingerie industry has been assessed and major sales channels for lingerie evaluated.

The positioning of the leading players in different segments has been analyzed in terms of brands, collaboration and distribution.

The survey on consumer and retailers helped in developing an understanding of the market from both the business and consumer perspective.

Research Methodology

Koncept Analytics commissioned exclusive consumer research for this report, which was conducted by Market Insight Consultants in the months of June - August 2008 to understand the business and consumer side of the lingerie industry. This study was conducted in the four metropolitan cities - Delhi (National Capital Region), Mumbai, Kolkata, and Chennai.

From the consumer perspective, the survey was administered to a random sample of 1600 women, 400 each from the four metropolitan cities, who had purchased brassieres and briefs for themselves in the past 12 months.

From the business perspective, the study interviewed 80 retailers, 20 from each metropolitan city to understand the performance and functioning of leading lingerie brands. Further, chief executives and prominent people from leading lingerie manufacturing companies were also interviewed to gain an insight on the major developments in the industry.

Content

Section I: Indian Textile and Apparel Industry
- 1. Indian Textile and Apparel Industry: An Overview
  - 1.1 Indian Textile and Apparel Industry: Size and Growth
  - 1.2 Indian Textile and Apparel Industry: The Export Market
  - 1.3 Indian Textile and Apparel Industry: Growth Drivers
- 2. Indian Apparel Market: An Overview
  - 2.1 Indian Apparel Market: Size and Growth
  - 2.2 Womens Apparel Market: Size and Growth
- 3. Indian Innerwear Market
  - 3.1 Innerwear Market in India: Size and Growth
  - 3.2 Men's Innerwear Market: Size and Growth
Section II: Indian Lingerie Industry
- 4. Indian Lingerie Market: An Overview
  - 4.1 Industry Definition
  - 4.2 Indian Lingerie Market: Segment Classification
  - 4.3 Lingerie Market: Size and Growth
  - 4.4 Indian Lingerie Market: Share by Segment
  - 4.5 Indian Lingerie Market: Growth by Segment
    - 4.5.1 Premium and Super-Premium Segments
    - 4.5.2 Mid-Market Segment
      - 4.5.2.1 Libertina-Jockey-Juliet-Sonari: A lucrative mid-market sub-segment
      - 4.5.2.2 Libertina: A Case Study
    - 4.5.3 Low and Economy Segment
- 5. Indian Lingerie Industry: Supply Chain Analysis
- 6. Sales Channels for Lingerie
  - 6.1 An overview of different sales channels
  - 6.2 Major Channels for Lingerie Sales
- 7. Brassieres: An Insight on Different Categories
- 8. Growth Drivers
- 9. Market Trends
- 10. Indian Lingerie Industry: SWOT Analysis
Section III: Retailers Survey: Business and Consumer Perspective
- 11. Retailers Survey: Major Findings
  - 11.1 Best Selling Premium Lingerie Brands
  - 11.2 Best Selling Mid-Market Lingerie Brands
  - 11.3 Lingerie Brands: Most Efficient Distribution System
  - 11.4 Lingerie Brands: Aggressive in Sales and Marketing
  - 11.5 Average Single Purchase Bill: Premium Segment
  - 11.6 Average Single Purchase Bill: Mid-Market Segment
  - 11.7 Demand for Printed Lingerie
  - 11.8 Features Demanded by Consumers
Section IV: Consumer Survey: Buying Behavior
- 12. Consumer Survey: Major Findings
  - 12.1 Buying Behavior Intended and Impulsive
  - 12.2 Factors behind the Last Purchase
  - 12.3 Buying Behavior: Was it for Specific Occasion?
  - 12.4 Purchase Volume: Bras
  - 12.5 Purchase Volume: Briefs
  - 12.6 Consultation with Salesperson?
  - 12.7 Purchase Frequency: Bras
  - 12.8 Choice of Shopping Destination
  - 12.9 Factors Important for Shoppers in a Lingerie Store
  - 12.10 Buying Behavior: Purchasing Criterion for a Lingerie
  - 12.11 Buying Behavior: Preferred Lingerie Fabric
  - 12.12 Buying Behavior: Preferred Shoulder Straps
  - 12.13 Buying Behavior: Preferred Brassiere Fasteners
  - 12.14 Buying Behavior: Favorite Color for Brassieres
  - 12.15 Most Preferred Brands: Value for Money, Fit and Comfort
Section V: Competitive Landscape: Major Lingerie Manufacturers
- 13. Competitive Landscape
  - 13.1 Major Brands in Different Segments
    - 13.1.1 Premium and Super-premium Segments
    - 13.1.2 Mid-Premium Segment
    - 13.1.3 Low and Economy Segments
  - 13.2 Positioning of Major Lingerie Brands in Different Regions
  - 13.3 Competitive Matrix: Ownership Type and Brands
  - 13.4 Competitive Matrix: Comparison of Distribution Reach
  - 13.5 Competitive Matrix: Price versus Value
- 14. Company Profiles
  - 14.1 Maxwell Industries (Lovable, Daisy Dee, VIP, Vanity Fair)
  - 14.2 Gokaldas Intimatewear (Enamor)
  - 14.3 Triumph International India (Triumph)
  - 14.4 BodyCare International (BodyCare)
  - 14.5 Groversons Apparels (Paris Beauty, Poems, Sparsh, Misty)
  - 14.6 Page Industries Limited (Jockey)
Section VI: Forecast: Indian Lingerie Market
- 15. Market Forecast
- Section VII: Snapshot Indian Economy
- 16. India Snanpshot
  - 16.1 Indian Economy: GDP Growth
  - 16.2 Per Capita Income and Consumption
  - 16.3 Population and Disposable Income
  - 16.4 Number of Millionaires
- Section VIII: Factsheet Indian Lingerie Brands
  - I: Price Comparison - Major Brands 109
  - II: Product Line Offerings - Major Brands
  - III: Bra Style Offerings - Major Brands
  - IV: Color Range Offerings - Major Brands
  - V: Fabrics in Use - Major Brands
  - VI: Shoulder Straps in Use - Major Brands
  - VII: Fasteners in Use - Major Brands
  - Figures and Tables
Section I: Indian Textile and Apparel Industry
- Figure 1.1: Demand for Fabrics Domestic and Exports Market: 2007-2012
- Table 1.1: Segment-wise export performance (US$ Million)
- Figure 1.2: Textile Exports from India: Break-up by Country
- Figure 1.3: Briefs and Panties of Cotton - Value of Exports (2003-2008)
- Figure 1.4: Briefs & Panties of Synthetic Fibre - Value of Exports (2003-08)
- Figure 1.5: Briefs and Panties of Artificial Fibre - Value of Exports (2003-08)
- Figure 1.6: Briefs and Panties of Silk - Value of Exports (2003-08)
- Figure 1.7: Briefs and Panties of Other Fibre - Value of Exports (2003-08)
- Figure 2.1: Value of Indian Apparel Market: 2007 - 2012
- Figure 2.2: Value of Indian Apparel Market by Segments: 2007
- Figure 2.3: Market share of major categories in Apparel Industry: 2007
- Figure 2.4: Market share of major sub-categories in Apparel Industry: 2006
- Figure 3.1: Innerwear Market in India (Value): 2003-2007
- Figure 3.2: Innerwear Market in India Break-up: 2007
- Figure 3.3: Mens Innerwear Market in India (Value): 2003-2007
Section II: Indian Lingerie Industry
- Figure 4.1: Classification of Lingerie according to price
- Figure 4.2: Value of lingerie market in India: 2003-2007
- Figure 4.3: Share of lingerie market by segment: 2007
- Figure 4.4: Percentage share of lingerie market by segments: 2003-2007
- Figure 4.5: Value of premium and super-premium segments: 2003-2007
- Figure 4.6: Value of mid-premium segment: 2003-2007
- Figure 4.7: Value of low and economy segment: 2003-2007
- Figure 5.1 Lingerie Supply Chain
- Figure 6.1 Lingerie Sales Channels
- Figure 6.2 Lingerie Channels Sales Break-up
- Figure 7.1 Brassieres Segment Break-up
- Figure 8.1 Growth of Women Population: 1981 - 2001
- Figure 8.2: Organized vs. Traditional Retail Comparative Penetration: 2007
- Figure 8.3: Organized retail in India: Segment share 2007
Section III: Retailers Survey: Business and Consumer Perspective
- Table 11.1: List of lingerie retailers surveyed in the four metropolitan cities
- Figure 11.1: Retailers Survey: Best selling premium lingerie brands
- Figure 11.2: Retailers Survey: Best selling mid-market lingerie brands
- Figure 11.3: Retailers Survey: Lingerie brands -Efficient distribution system
- Figure 11.4: Retailers Survey: Lingerie brands aggressive in sales and marketing
- Figure 11.5: Average single purchase in the premium lingerie segment
- Figure 11.6: Average single purchase in the mid-market lingerie segment
- Figure 11.7: Demand for printed lingerie
- Figure 11.8: Retailers Survey: Preference for fabric and features
Section IV: Consumer Survey: Buying Behavior
- Figure 12.1: Buying behavior Was the last purchase intended or impulsive?
- Figure 12.2: Factors behind the last purchase of lingerie
- Figure 12.3: Purchase of lingerie for special occasions
- Figure 12.4: Number of bras purchased last year
- Figure 12.5: Number of briefs/panties purchased in a year
- Figure 12.6: Women seeking advice from salespersons
- Figure 12.7: Purchase frequency of bras
- Figure 12.8: Survey Findings: Popular sales channels of lingerie
- Figure 12.9: Factors important for shopping in a lingerie store in Delhi (NCR)
- Figure 12.10: Factors important for shopping in a lingerie store in Mumbai
- Figure 12.11: Factors important for shopping in a lingerie store in Kolkata
- Figure 12.12: Factors important for shopping in a lingerie store in Chennai
- Figure 12.13: Survey Findings (Delhi) Purchasing criterion for lingerie
- Figure 12.14: Survey Findings (Mumbai) Purchasing criterion for lingerie
- Figure 12.15: Survey Findings (Kolkata) Purchasing criterion for lingerie
- Figure 12.16: Survey Findings (Chennai) Purchasing criterion for lingerie
- Figure 12.17: Survey Findings Most preferred fabric for lingerie
- Figure 12.18: Survey Findings Most preferred shoulder straps
- Figure 12.19: Survey Findings Most preferred brassiere fasteners
- Figure 12.20: Survey Findings Preferred brassiere colors
- Figure 12.21: Value for money brands: Consumer Survey
- Figure 12.22: Best fit lingerie brands: Consumer Survey
- Figure 12.23: Best comfort lingerie brands: Consumer Survey
Section V: Competitive Landscape: Major Lingerie Manufacturers
- Figure 13.1: Presence of brands in different regions
- Table 13.1: Major companies: Ownership type and brands
- Table 13.2: Major companies: Number of MBOs and EBOs
- Figure 13.2: Competitive Matrix: Price versus Value
- Figure 14.1: Maxwell Industries - Sales and Assets: 2005-2008
- Table 14.1: Maxwell Industries Key Executives
- Table 14.2: Jockey Portfolio of products
Section VI: Forecast: Indian Lingerie Market
- Figure 15.1: Estimated value of Indian lingerie industry: 2008-2010
- Figure 15.2: Estimated value of premium & super-premium segment: 2008-2010
- Figure 15.3: Estimated value of mid-market lingerie segment: 2008-2010
- Figure 15.4: Estimated value of low and economy lingerie segment: 2008-10
Section VII: Snapshot Indian Economy
- Table 16.1: Indian economy vis--vis the global economy
- Figure 16.1: India: GDP Growth in Percentage terms (2002 2007)
- Figure 16.2: India: Per Capital Income and Growth (2002 2007)
- Figure 16.3: India: Per Capital Consumption and Growth (2002 2007)
- Figure 16.4: Global Population (Percentage break-up)
- Table 16.2: Indian States: Population and Per Capita Income
- Table 16.3: India: Top 15 cities by population
- Figure 16.5: India: Number of Millionaires
Section VIII: Factsheet Indian Lingerie Brands
- Table I: Price comparison of bra, panties, sets, slips & camisole Major brands
- Table II: Product line offerings of bra, panties, sets, slips & camisole Major brands
- Table III: Bra style (Full-cup, sports, padded, underwired, seamless) offerings Major brands
- Table IV: Color range (white, black, skin, peach, pink, red) offerings Major brands
- Table V: Fabrics (cotton, lycra, lace, satin) used in lingerie Major brands
- Table VI: Straps (elastic, fabric, transparent etc) used in lingerie Major brands
- Table VII: Fasteners (elastic double & single, fabric etc) used in lingerie Major brands