Victoria’s Secret scales India footprint with Triptii Dimri as first brand ambassador
10 April 2026, Mumbai
Victoria’s Secret has significantly deepened its commitment to the Indian market by appointing actor Triptii Dimri as the first-ever Indian brand ambassador for its ‘Summer Signature’ campaign. This move marks a critical evolution in the brand's regional strategy, transitioning from a purely international import to a localized retail powerhouse. As the Indian premium lingerie market scales toward an estimated $1.9 billion valuation in 2026, global labels are increasingly utilizing local cultural icons to bridge the gap between aspirational glamour and functional everyday wear. The Summer Signature collection prioritizes this ‘comfort-first’ narrative, featuring striped wireless bras, logo tees, and the technical ‘Cool Air’ range designed specifically for India's high-temperature climate.
Capitalizing on the comfort-led consumer shift
The collaboration underscores a broader structural shift in domestic consumption patterns, where intimate apparel is increasingly viewed through the lens of self-expression and physical ease rather than purely aesthetic appeal. Industry data indicates, the online lingerie segment in India is projected to grow at a CAGR of 11.7 per cent through 2030, fueled by rising disposable incomes in Tier-I and Tier-II cities. For Victoria’s Secret, which reported a 5 per cent increase in global comparable sales for FY25, India remains a high-growth ‘hybrid’ market combining flagship company stores with aggressive e-commerce expansion. By integrating Triptii Dimri - a figure synonymous with modern, authentic individuality - the brand is effectively targeting Gen Z and millennial demographics who demand both brand prestige and technical material integrity.
Operational expansion and fiscal outlook
Following the Mumbai launch, Victoria’s Secret is optimizing its Indian logistics to support a ‘low-double-digit CAGR’ target for its international division. The retailer’s 2026 roadmap includes a sharper focus on high-margin adjacencies such as beauty and sleepwear, which currently account for a significant portion of its Rs 1,299 to Rs 11,299 price architecture in India. Analysts suggest, the brand's ability to navigate the 25 per cent increase in customer acquisition costs seen across the Indian D2C space will depend on these high-impact celebrity associations. With global net sales forecasted to reach nearly $7 billion by the end of 2026, Victoria’s Secret’s Indian expansion serves as a blueprint for its wider ‘Path to Potential’ strategy, leveraging regional ambassadors to stabilize market share in competitive emerging economies.
Premium intimate apparel leader
Victoria’s Secret & Co is a global leader in lingerie, sleepwear, and beauty, operating in India through a combination of flagship stores and digital platforms. The brand is currently executing a 2026 growth plan centered on ‘comfort-led’ innovation and localized marketing. With global earnings projected to soar, the India unit is a key pillar of its international CAGR targets.
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