“With its varied customer base, the Indian market is extremely exciting,” says Monica Anand, Founder of lingerie brand Switchers. “The market offers something for everyone ranging from a cost conscious customer looking for a bargain to value seekers and also those who seek a more premium product and are willing to pay for it,” she adds.
Presentable yet comfortable lingerie in demand
Consumers are looking for variations in the designs of their lingerie. Women are opting for materials like silk, leather, exciting prints, chain embellishments, etc. They are going for lingerie that can be flaunted, yet is comfortable. “This is exactly how Switchers has been built,” Anand affirms. The brand recently launched a new range of mix and match bras that allow women to style their bras with versatility with any outfit. The bra allows the wearer to remove the straps and the back of the bra completely. “Customers can then mix and match colourful backs and straps to create the desired look,” adds Anand. “We have not changed our prices in the last few years as there has not been any resistance against them,” adds Anand.
Deepening its style offerings
Anand says, the lingerie market in India is exploding. “It is growing rapidly with large online players recording sales year on year growth of over Rs 50 crore and more. The consumer is exposed to more information regarding lingerie from sources like media, social media which educate them on the possibilities in terms of products and sets their expectations,” she adds.
Anand also views the lack of good quality materials and manufacturers and optimal inventory management as some of the challenges that the market is currently facing. To deal with these challenges the brand intends to build its fashion lingerie offerings. “We will deepen our style offerings and our line of mix and match accessories besides building our retail and e-retail channel partnerships,” he adds.