Thegrowing demand for fashionable intimate apparel in India is providing a boostto the innerwear market.
The Indian intimate apparelindustry is in the process of achieving new dimensions. Under the 'Make inIndia' programme, the country is said to present endless opportunities tobecome the next big manufacturer of lingerie in the world. India presents agrowing fashion-conscious consumer market that demands top quality productsfrom well-established global brands. India has an abundance of raw material aswell as a large, inexpensive workforce to provide cost effective solutions tomanufacturing lingerie.
FabricTrends and Designs:
Fabrics used for intimate wearover past few decades have been changing
Late 90s:
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Early2000s:
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2007-08:
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2011-12:
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This shows how cotton, the mostpreferred fabric by intimate wear manufacturers, has been losing ground overtime. In later years, cotton was blended with spandex for shaped garments. Afew manufacturers used polyamide or elastane fabrics which are skin-friendlyand made from third generation yarns. Introduction of Lycra changed thescenario dramatically by way of stretch quality. The perfect fit it offered washighly appreciated and this led to further innovation and properties likeanti-odour, anti-sweat, anti-microbial properties that determined the choice ofthe fabric by manufacturers.
Adding to the list of innovativerevolutionary fibres that have user-friendly properties were the likes ofDuPont Sorona, Lenzing Modal, Lycra, Inviya, Freshsil, Birla Cellulose andCreora. These fibres have niche properties unmatched by others. Yet anotherfibre that gained grounds was Modal (a refined version of Viscose). Its blendsoffered great feel, good dye absorption and lustre.
Local brands and manufacturerspreferred to focus on basic fabric rather than innovative products, butcompetition, entry of international brands and consumer expectations pushedthese manufacturers into innovative styles, cuts and fabrics.
Applications of digital prints are
increasing in all kinds of garment and in intimate wear industry. Many textile
companies have observed more demand of fabric which is soft and in the range of
160 to 180 GSM (grams per square meter). These companies are mainly into
knitted fabric and offer various blends like cotton modal, modal spandex and
others. They are in the process of doubling capacity by adding more digital
printers. Foreign companies who have experience of working for high end brands
are looking to penetrate the Indian market with synthetic fabric for both the
domestic and export market. India has limited options in printed synthetic
fabric of export quality as most mills work with domestic and Indian wear.
Besides digital printing, these companies have other printing options like screen
and rotary, with added facility for value additions in the same like flock and
silicon printing.
New measurement and design
techniques combined with innovative materials and production methods are
transforming the range, quality and applications of intimate wear. German lingerie designs are showing a new
trend towards muted colours such as navy blue, earthy tones and pastel colours
like taupe. According to lingerie designers, many new designs are embroidered and
have two-tone colour patterns and most of the patters are asymmetrical.
Geometrical patterns combined with organic shapes and animal prints are also in
fashion. Another trend is the spacer cup bra made from light, breathable
material that is soft and fits perfectly. Elegant, luxurious, evocative and
desirable, vintage lingerie is also increasingly gaining popularity in both the
modern intimate apparel and fashion markets.
Leading
innerwear manufacturers in India:
1. Ginza Industries Limited
incepted in Mumbai in 1986 and forayed into the lingerie manufacturing and
exports business in alliance with Gel mart, USA in 2007. Today, the lingerie
export business is well on its way to become the driving force for the company.
Customer base is growing both in quantity and quality with names like Carrefour,
Walmart, Auchan, and Tchibo to name a few. Their brand Soie, which means silk,
in French, has been received with much aplomb and encompasses the perfection.
Under this brand the company has a capacity to manufacture 400 dozen sets per
day for lingerie and 40,000 apparel products per month. In May 2013 the company
added another lingerie manufacturing facility with a capacity of 10,000 pieces
per day. Ginza Industries has become one
of the pioneers in setting up the entire value chain under its roof for all its
intimate apparel manufacturing needs.
Ginza Industries Units for Lingerie Apparel
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Lingerie Manufacturing Unit, Apparel Park
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Soei: Lingerie and apparel manufacturing unit
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Lingerie Manufacturing Unit
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Eye and hook unit for brassieres
The company's gross revenue for
the financial year ended March 2015 increased to INR 34,203.29 lakh from INR
27,458.24 lakh in the previous year, registering a growth of 24.67 per cent.
The company has evolved itself into a diversified manufacturer of best-class textiles
accessories to world class lingerie manufacturer and is a preferred vendor to
international brands. The company expects to grow by double digits in its
manufacturing segment in medium terms.
2. Ashapura Intimates Fashion
Limited (AIFL) was incorporated in 2006. It is currently a public-listed
company and recognised as one of the leading players in intimate wear in India.
The Ashapura Valentine group comprises two listed companies: Ashapura Intimates
Fashion Ltd and Momai Apparels Ltd. Consolidated turnover of both the companies
stood at INR 2,000 million in 2013-14 and for 2014-15 it is expected to cross
INR 2,400 million. The company started marketing of sportswear, women's
innerwear and lingerie under brands Valentine Sportswear, Valentine Secret Skin
and Valentine Pink. The company has an export order of INR 650 million for
financial year 2015. They currently export to Middle East and are looking into
entering places like Africa and Canada. With the way the company is growing, it
is confident of becoming an INR 1,000 crore entity by 2020.
Leading
manufacturers globally:
1. Triumph International: The
transformation of Triumph International from a small southern German corset
factory in 1886 into one of the world's leading manufacturers of lingerie and
underwear is a global success story. Today, this company has a presence in over
120 countries all across the world. In 2013 Triumph had its market entrance in
the United States of America and Mexico from where it acquired two successful
lingerie retailers, Journelle and Vicky Form respectively. Triumph stores in
India are strengthened with sales networks in Mumbai, Chennai, Delhi and
Bangalore. It has business stakes in all North American markets. Triumph
International continues its success story with fashionable quality products,
supreme fit and excellent service to style seeking customers.
2. Yintak Intex Co. Ltd:
Headquartered in Hong Kong, it is one of Asia's leading intimate apparel
manufacturers with over 40 years of experience. Yintak has well established
factories in China, Bangladesh and Myanmar. They manufacture 1,10,000 dozens of
underwear per month, 70,000 dozens of bras per month and 15,000 dozens of
sleepwear per month.
3. MAS Holdings: In 1986, MAS
Holdings began with bold product choice of lingerie. Through strong technical
competency in complex products MAS Intimates re-defined apparel manufacturing
in South Asia. MAS is an innovation driven company which focuses on fashion and
lifestyle. It is one of Asia's largest manufacturers of intimate apparel,
sportswear, performance wear, and swimwear. Their customer's portfolio includes
Victoria's Secret, Marks & Spencer, La Senza, GAP, Soma, DBA, H&M,
Calvin Klein, Spanx, Oysho, and Athleta. Producing 160 million pieces of core
products- bras (bonded and moulded), shapewear, sleepwear, performance wear and
lifestyle wear.
Expected
Growth From Global Intimate Apparel Market:
The global intimate apparel market is expected to grow at a CAGR of 3.67 per cent over the period from 2014 to 2019. The global underwear industry is estimated to be worth over US$ 30 billion. The market encompasses a range of lingerie and intimate clothing, with bras representing over 50 per cent of the overall market, briefs around 33 per cent and corsetry more than 10 per cent. The main drivers of this industry are style, evolving fashion trends and factors such as novelty and comfort. The intimate apparel market in the United States of America was valued at US$ 13.50 billion in 2014 and is expected to reach US$ 16 billion by 2019, growing at CAGR of 3.46 per cent. TechNavio's analysts forecast intimate wear market in China to grow at a CAGR of 17.99 per cent in 2014-2019.
Lingerie Market in India, Expected growth and the Future:
Classification of Indian Lingerie Market:
In terms of value and volume, a major
share of the lingerie market is held by mid market and economy segments. The
super premium and premium segments are relatively smaller, but fast-growing segments.
The premium and super premium segments of the lingerie industry are advancing
following a consumer shift from economy and mid-market segment to the premium
segment.
Technopak has estimated the
innerwear market in India (organised and unorganised) at INR 17,750 crore and
expects it to grow three times in ten years. Women's wear accounts for 61 per
cent of the total innerwear market. The innerwear market for women worth INR
9540 crore ($ 1.7 billion) is the fastest growing category among women's
apparel, growing at a CAGR of 14 per cent and expected to reach INR 18,380
crore (US$ 3.4 billion) by 2017. The Indian innerwear market is estimated to
reach INR 59,540 crore by 2023. Consumer's distinctive shifts from price
sensitive to brand sensitive and preference for bold colours and innovative
designs are the key trends in this segment.
The lingerie market may become the
next fashion statement. Indian manufacturers are already on the move to fulfil
expected demand. This big trend looks promising and is expected to stay for the
next few years.
References:
1. Forbesindia.com
2. Knittingindustry.com
3. Bofsource.com
4. Indiaretailling.com
5. Dpa-international com
6. Ginzalimited.com
7. Indiainfoline.com
8. Triumph.com
9. Reportlinker.com
10. Franchiseeindia.com
11. Masholdings.com
12. Yintak.com
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