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Even the about 60-year-old Indian cast Groversons is experiencing change. From the one-size-fits-all bra, they launched the cup-size bras in the 1980s. And now accept bristles accomplishment units accouterment to bristles specialised segments from basic, fashion, camisoles, customised to semi-premium. “It’s difficult to amount out what the chump wants. Earlier, women would buy six pieces, aforementioned appearance and aforementioned colour at one time. There is an aspect of actuation buy now,” says Rakesh Grover, managing director, Groversons, that controls about 20% of the market.

At A Exceptional

It’s the advancing in of adopted brands like Canadian cast La Senza, Marks & Spencer (M&S) and Triumph that’s abstraction the exceptional and super-premium segment. While M&S bra ambit starts at Rs 1,299, La Senza and Triumph at Rs 700 and Rs 799 respectively. For Triumph — a 125-year-old Swiss German cast — India is one of their capital markets. “It’s still aboriginal canicule for the lingerie bazaar actuality if you attending at the akin of assimilation of branded players,” says Shalindra Fernando, arch of sales & marketing, India & Sri Lanka, Triumph International. Fernando says while the key segments — loungewear, négligées, shapewear — are present, the array is limited, not for abridgement of assembly but shelf space.

But he’s aflame about the advance abeyant in India abundant like M&S, the cast for which lingerie continues to be amid the acknowledged articles aural its cast portfolio. Luke Banks, arch of affairs and merchandising, Marks & Spencer Reliance India says that the M&S lingerie has developed 39% aftermost year and it has awash 50,000 bras in absolute over the quarter.

Bolstered by the bifold chiffre advance in the exceptional organised articulation Genesis Colors — a affluence appearance amassed — launched Bwitch in 2008. COO Rajiv Grover calls it the “fastest growing lingerie brand” in its segment. “A lot added women are now affairs lingerie for the feel-good factor,” he says and adds “It’s an agitative area in clothing.” Bwitch now affairs to barrage a ambit of ‘young’ lingerie targetted at 18-35 year-old women alleged ShowOff with MTV.

The Hitches

It’s the abridgement of accessible announcement that sets the bazaar back. Most lingerie retailers apply in-store branding. “In fact, we bind the alfresco adumbration to the added bashful sports bras rather than the bikini cuts so as to not acerbate sensibilities,” says a lingerie banker apropos to the appropriate wingers. Online is the way advanced with alike abridgement and mid-segment players like Mybra and Groversons ablution their ecommerce sites. For Bwitch, online retail is aloof 1% of the sales. Multi-brand online agent mylace.in, founded by Karan Behal, is registering acceptable sales on the web and accouterment to orders from alike Leh and Port Blair.

Behal who runs four multi-brand food in Mumbai alleged Lace, sees online as the way forward. “The concrete credibility of acquirement which haven’t evolved. Attending at any administration store: lingerie is relegated to the third attic in a tiny corner,” says Behal.

But what absolutely hurts the market, according to Delhi-based able bra bigger Amelia Bandlish, is abridgement of “real” knowledge. “Everyone in India is either a 34B or 36B — no one knows the absolute fit,” she says, “It’s an industry run by men — from manufacturers to dealers. They can’t accept what a woman wants.” Bandlish who fits for Rs 500 (if you don’t acquirement lingerie from her) says that a bra and a shoe charge consistently fit. “But bodies don’t accept that — neither the consumers, the manufacturers or the dealers,” she says. Once they do, the bazaar will appearance up in the accurate sense.

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