India's $10.24B innerwear market pivots from price-led to value-led, premiumisation surges in Tier 2/3
Clovia co-founder Soumya Kant tells Forbes India that India's innerwear category, now $10.24B in 2024, is being reshaped by 25M Tier 2/3 consumers, 18% non-metro e-commerce gains, and 75-80% YoY growth in smaller cities. Comfort, India-specific sizing and digital are the new growth axes.
India's $10.24B innerwear market is shifting from price-led to value-led consumption, with premiumisation accelerating in Tier 2/3 cities. Comfort, India-specific sizing, and digital commerce drive growth, per Clovia co-founder Soumya Kant in a Forbes India brand-connect piece.