Believing that “intimate wear plays a vital role in building the confidence and allowing people to make a style statement,” Kalyani Innerwear plans to launch a new range of bras and panties. “Today, women are more open to discussing about innerwear. They want lingerie basics that don’t look boring,” says Ketan Gulati, Director of the brand. The new range to be launched by the brand “will reflect a new generation of lucid and modern women. It will have more variety in colours and patterns that will complement the diverse range of styles,” he adds.
Active lifestyle fuels demand
Increase in active lifestyles has led to the emergence of new lingerie trends in India. “Customers are adding new trends like sports bra, cage bra, padded bra, feeding bra, softer lines of triangle bra/bralette and high waste panties or full coverage panties, to their core collection,” notes Gulati.
Since consumers seek functional, versatile and comfortable innerwear, nude and neutral colors are preferred for both bras and panties alongwith minimalist and utilitarian styles. “This generation prefers ‘barely there’ styles like wireless bras and soft bralettes,” he adds.
Kalyani Innerwear offers products for both middle aged and young women at reasonable prices. Its catalogue includes bras, panties and bra panty sets. The brand is further divided into three sub-brands i.e. Kalyani Innerwear which deal in bras, K Lingerie which deals in bra and panty sets and at last Kalyani Panties which deals in panties only. “Our collection emphasises on comfort and is made with ultra-light, breathable fabrics that prevent skin irritation with different technical performances and textural effect such as modal cotton, nylon and digital printed fabrics,” states Gulati.
Delivering the right size
“Women are becoming more aware about the size and fit for innerwears,” notes Gulati. “Modern lingerie is sleek and minimalistic, with superior fit and smoothness. Comfort and support is accomplished with technical solutions. This innerwear seeks to accommodate different functions and body types to make women’s lives easier and full of comfort. Also, we always do body test of different sizes so we deliver the best product and fit,” he adds.
The brand currently manufacturers bra sizes 28-52 from A-E (in full and half cup sizes), with even more sizes and styles launching soon for different purpose or solution. “We use new technologies of like CAD for patterns and cutting, also silicon mannequin for fitting test and also body test of different body type of Indian women so we get the perfect fit and size of inner wear,” notes Gulati.
The brand currently stocks 17 per cent padded bras, 36 per cent of nursing bras and 123 per cent of bralettes. “Padded bras and special featured bra styles will dominate in 2019. We plan to launch period panties, maternity panties etc. in the coming month,” adds Gulati.