“As the younger generation is more inclined towards neon, bright pastels and pop colors, our season’s style statement corresponds with these trends i.e. more colors in solids or prints. We have carried this approach in both women upper and lower categories,” reveals Sanjay Dawar, Director, Bodycare Creations. The first brand in India to launch stainfree panties, Lycra stretch panties and procian printed panties, Bodycare, in its latest season, has included stretchable fabrics, light and comfortable padded bras and seamless or T-shirt bras. The brand offers brassieres, briefs, camisoles, shapewear and bridal sets in neon and bright colors.
“The women’s wear market in India is relatively less organised and has lower brand penetration,” notes Dawar. “It is expected to grow, at a CAGR of 10 per cent, over the next five years to reach $38.9 billion by 2023, thus nearly becoming equal to menswear segment.” The faster growth of this segment, as compared to the menswear segment, has attracted the attention of both national and international brands and retailers. Many menswear brands and retailers have also tapped into this opportunity and extended their presence. “We are expecting a growth of 35 to 40 per cent this financial year,” he adds.
There has been a vast change in the behavior of lingerie customers in India. This is mainly due to the easy availability of a number of brands and options in multiple categories at the click of a button. “The mobile revolution has made it easy for every class of customer to search and buy what they need,” observes Dawar
“As the Indian customer has always been looking for trendy, value for money products, we offer best quality products at competitive prices.”
However, Dawar rules out the possibility of online sales in this segment. “This is a category where a consumer would like to ‘try & buy’ and in my knowledge I don’t see an online retailer offering that option for now. A lingerie customer wants to see the look and feel of the product before buying it,” he points out.
Bodycare Creations constantly improves its brand presence in India by penetrating the unexplored market and “We will continue doing so this financial year, with an expected growth of 15-20 per cent in our distribution network,” Dawar informs. Bodycare is optimistic about the future. The brand continues to work on its pan India presence, by improving brand reach and tapping new markets/consumers with a robust multi-channel marketing plan.