Indian Lingerie Industry: Trends and Opportunities ..

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.

Contents

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 Women’s 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: Men’s 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-a-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