As of today, April 1, 2026, 18:35:07 IST, the Indian fashion industry is witnessing a significant shift in the way people perceive and purchase intimate wear. The market, estimated to be around ₹500 crore, is driven by online platforms like Zivame and Clovia, which cater to the diverse needs of Indian women. According to a report by ResearchAndMarkets.com, the Indian intimate wear market is expected to grow at a CAGR of 12% from 2022 to 2027.
And, it’s not just about the basics; the demand for sexy and stylish intimate wear is on the rise. Brands like Zivame and Clovia are offering a wide range of products, including plus-size French knickers and lace hipster panties, to cater to the diverse needs of Indian women. For instance, Zivame’s plus-size category has seen a growth of 30% in the past year, with sales of over ₹10 crore in the month of March 2026 alone. “We have seen a significant increase in demand for plus-size intimate wear, and we are committed to offering a wide range of products to cater to this segment,” said Richa Kar, CEO of Zivame, in an interview with The Economic Times on February 20, 2026.
But, what’s driving this growth? According to a survey conducted by Clovia, 70% of Indian women prefer to buy intimate wear online, citing convenience and privacy as the primary reasons. The survey, which was conducted in January 2026, also found that 60% of women prefer to buy plus-size intimate wear, and 50% prefer to buy sexy and stylish products. “We have seen a significant shift in the way women perceive and purchase intimate wear, and we are committed to offering products that cater to their diverse needs,” said Neha Kant, Founder of Clovia, in a statement on March 10, 2026.
The Indian intimate wear market is dominated by local players, with brands like Zivame, Clovia, and Jockey leading the way. However, international brands like Victoria’s Secret and La Perla are also making inroads into the market. For example, Victoria’s Secret has partnered with Indian retailer, Shoppers Stop, to launch its products in the country. The partnership, which was announced on January 15, 2026, is expected to increase Victoria’s Secret’s presence in the Indian market.
In terms of trends, the demand for plus-size intimate wear is on the rise, with brands offering a wide range of products to cater to this segment. According to a report by Google Trends, the search volume for plus-size intimate wear has increased by 25% in the past year, with the majority of searches coming from cities like Mumbai, Delhi, and Bangalore. And, it’s not just about the products; the packaging and marketing of intimate wear are also undergoing a significant change. Brands are now focusing on creating a more personalized and premium experience for customers, with packaging that is both elegant and discreet.
For instance, Zivame has launched a new packaging design, which features a sleek and modern look, and is made from recyclable materials. The new packaging design, which was launched on February 25, 2026, is expected to reduce the company’s carbon footprint by 20%. Similarly, Clovia has launched a new marketing campaign, which features real women and not models, to promote its plus-size range. The campaign, which was launched on March 15, 2026, is expected to increase brand awareness by 30%.
In conclusion, the Indian intimate wear market is a ₹500 crore market that is driven by online platforms like Zivame and Clovia. The demand for sexy and stylish intimate wear is on the rise, and brands are offering a wide range of products to cater to the diverse needs of Indian women. With the market expected to grow at a CAGR of 12% from 2022 to 2027, it’s an exciting time for the industry, and we can expect to see new trends and innovations emerge in the coming years.
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