Indian lingerie segment has been unleashed like never before. Gone are the days when inner wears were considered a trivial piece of clothing. Today, inner wear has become a matter of luxury, style, sex appeal and gorgeousness. This underwear mania is driving the market and a number of big brands are entering this segment. Leave aside women, men too are not far behind in this race. In fact, presently, the size of the Indian lingerie market is estimated at Rs. 3000 crore and is increasing at the rate of 10 per cent per annum. It may not be an exaggeration to say that Indian lingerie might become the next fashion fad in India.

 

One may wonder why there is so much fuss about lingerie and innerwear when the clothing is not visible. Well, the times and trends are changing. Today, people dress themselves as per the occasion. For example, if they have an important date or they are going to participate in athletic or extra-curricular activities, they find opportunity showing off their stylish lingeries, underwears and vests. At swimming pools, there are great chances of showing off your innerwears to the opposite sex.

 

To cater to the huge demand of lingerie and innerwear, corporates and big brands are lining up to enter this segment. California-based NRI Hina Saiya has launched shopimagine.in, India's largest and only online luxury lingerie portal. The portal will be operation from February 1, 2008, in time for Valentine’s Day. Shopimagine.in aims to start with an initial luxury lingerie selection of over 100 styles. French lingerie brand Etam has entered India in partnership with Pantaloons, while the Italian brand La Perla too has made its Indian debut. Raymond has already forayed into the womenswear segment with its flagship brand Park Avenue and Color Plus. Reliance Brands, the newly formed subsidiary of Reliance Retail, is also planning to enter the Indian lingerie segment.