In an increasingly competitive and often volatile global apparel landscape, India’s fashion sector is witnessing a significant strategic recalibration, with functional shapewear emerging as an unexpected yet robust engine of sustained growth. Far from being a niche luxury item, this category of body-hugging innerwear is quietly but profoundly reshaping consumer perceptions and brand strategies, moving from an occasional purchase to an everyday wardrobe essential that offers both confidence and comfort. This shift is driven by evolving consumer lifestyles, a heightened emphasis on body positivity, and the strategic repositioning by brands seeking more resilient demand drivers amidst broader economic fluctuations.
The traditional Indian apparel market, while vast, faces persistent challenges including intense competition, rapid trend cycles, and intermittent consumption slowdowns, which have impacted even established players like Aditya Birla Fashion and Retail (ABFRL). In this environment, shapewear presents a compelling alternative, offering a segment less susceptible to seasonal fashion whims and more anchored in functional utility. Brands, both incumbent giants and agile startups, are increasingly dedicating resources to developing sophisticated shapewear portfolios, recognizing its potential for consistent, all-season demand. This strategic pivot is underpinned by the category’s ability to cater to a modern consumer base that values comfort, a flattering fit, and garments that enhance, rather than conceal, their natural form.
Market data underscores this burgeoning potential. According to a May 2024 report by Apollo Research, a prominent market research and consulting firm, the Indian shapewear market was valued at $49.6 million in 2022. Projections indicate a remarkable expansion, with the market forecast to swell to an impressive $220.8 million by 2032, exhibiting a compounded annual growth rate (CAGR) of 16.16%. This growth trajectory significantly outpaces many other segments within the broader apparel industry, highlighting shapewear’s strategic importance as a high-growth category. This rapid expansion is not merely a domestic phenomenon; it mirrors the global success stories of brands like Skims, founded by celebrity Kim Kardashian, and Spanx, backed by global investment firm Blackstone. These international pioneers demonstrated that shapewear, when marketed with inclusivity, comfort, and problem-solving design at its core, can transcend its niche origins to become a mainstream, investor-backed apparel segment.
The influx of capital into Indian shapewear startups is a clear indicator of investor confidence in this promising sector. December saw Underneat, a shapewear startup founded by content creator Kusha Kapila, secure $6 million in pre-Series A funding, led by Fireside Ventures. Similarly, Noida-based Krvvy is reportedly close to finalizing follow-on capital from existing investors All In Capital and Titan Capital, building on its earlier pre-seed funding of ₹6.1 crore. Invogue, a Delhi-based brand launched in 2023 by Madhav Saxena, has also successfully raised capital, with an official announcement anticipated soon. These investments reflect a broader trend where venture capitalists are keen to back businesses that address clear market gaps with innovative products, especially those tapping into India’s vast and digitally-savvy consumer base.
The inspiration behind these ventures often stems from personal experiences and a keen observation of global trends. Madhav Saxena, for instance, founded Invogue after his partner struggled to find comfortable, flattering shapewear in India that resonated with the evolving global narrative of body positivity, especially after experiencing rapid weight gain during the pandemic. Saxena noted that existing Indian offerings often felt "medical, uncomfortable, and almost designed to make women feel bad about their bodies," starkly contrasting with the confidence-affirming messaging pioneered by international brands. This realization spurred a mission to introduce products that prioritize comfort, inclusivity, and a positive body image.
Large retail conglomerates are also rapidly integrating shapewear into their strategic growth blueprints. Nykaa Fashion, the fashion arm of the beauty and lifestyle giant Nykaa, is aggressively expanding its lingerie brand Nykd, which crossed a gross merchandise value (GMV) run rate of ₹170 crore in the July-September quarter of 2025. Similarly, Reliance Retail, which owns prominent innerwear brands like Clovia and Zivame, is significantly ramping up its shapewear portfolio. Pankaj Vermani, founder and chief executive of Clovia, emphasizes a meticulous focus on precision in sizing, compression levels, and catering to diverse Indian body types. This tailored approach, he believes, is crucial for shapewear to transition from an occasional solution to a more regular wardrobe essential, adapted to local climates and lifestyles.
One of the critical differentiators in this evolving market is product engineering, particularly the nuanced understanding of compression variability. While most brands historically focused primarily on sizing, experts like Saxena highlight that compression matters just as much. Different consumers seek varying levels of shaping, from subtle contouring to high compression, necessitating deeper product innovation and a broader range of offerings. This attention to detail, combined with the increasing availability on quick-commerce platforms and strong discoverability through social media channels, is propelling shapewear into the mainstream. The instantaneous gratification offered by quick-commerce, demonstrated by Krvvy selling 200 units on each platform within just four hours on New Year’s Eve, showcases the impulse and convenience-driven purchasing behavior of modern consumers, particularly in metro areas.
Crucially, the demand for shapewear is not confined to India’s major metropolitan centers. Almost half of Krvvy’s revenue originates from non-metro cities, indicating a widespread adoption across diverse demographics and geographies. This penetration into smaller urban centers underscores the growing aspirational consumption and increasing digital literacy beyond the Tier-1 cities. The digital native population, in particular, is demonstrating a willingness to invest more in premium shapewear that offers enhanced comfort, durability, and a superior user experience. While premium pricing is feasible, industry leaders stress that it must be backed by tangible value proposition and innovative product design.
Despite the promising growth, the shapewear market in India faces structural challenges that brands must navigate for sustainable scaling. The inherent fit-sensitive nature of shapewear makes online-only distribution models limiting, especially for first-time buyers who often require tactile interaction and personalized fitting advice. Offline touchpoints, whether through dedicated stores or multi-brand retail partnerships, play a critical role in building consumer trust and encouraging trial, even as digital channels remain indispensable for customer acquisition and feedback-driven product development. The broader fashion segment, which accounts for nearly three-quarters of India’s estimated $130 billion e-lifestyle market (Bain & Co, 2024), demands constant innovation, yet scaling in fashion remains notoriously difficult due to fragmented supply chains, diverse consumer preferences, and intense competition.
Further complicating matters is India’s immense body diversity, with significant variations in height, weight, and body types across different regions. This necessitates sophisticated design and manufacturing capabilities to cater to a wide array of physiological needs, moving beyond a one-size-fits-all approach. For online-first brands, this diversity can lead to costly sizing errors and returns, impacting profitability. Offline expansion, while crucial, requires substantial investment in trained staff, inventory depth, and retail infrastructure.
Addressing the lingering cultural stigma associated with shapewear is another paramount challenge. Many consumers still perceive it as a tool for concealment or a tacit admission of body insecurity. Brands like Invogue are actively working to reframe this narrative, positioning shapewear as "makeup for the body" – an enhancer rather than a corrective. This analogy aims to normalize its use, much like cosmetics, as a means of self-expression and to accentuate one’s desired look for specific outfits or occasions, rather than implying dissatisfaction with one’s natural form. The journey towards widespread adoption requires more than just marketing; it demands significant investment in consumer education, facilitating trial, and continuous product refinement based on feedback. Brands must cultivate an environment of trust, making shapewear feel intuitive, empowering, and seamlessly integrated into everyday life. As conversations around body confidence and shape-enhancing garments evolve, the Indian intimate apparel market is poised for a transformative era, driven by innovation, inclusivity, and a deeper understanding of consumer aspirations.
