10 July, Mumbai 2025
Indian fashion has often mirrored global trends, with Western designs and solutions frequently imported wholesale. Yet, a quiet revolution is reshaping one intimate segment: women's shapewear. What works in the cooler climes of New York often wilts under the scorching Mumbai sun, revealing a critical gap in a market ripe for localized innovation.
Western templates vs. Indian realities
The Indian women's shapewear market, valued at $65.7 million in 2020, has long been dominated by products designed for different climates and body types. The challenge isn't one of quality, but of relevance. Western shapewear, while effective in its intended environment, often fails to meet the unique demands of Indian weather, diverse body shapes, and cultural attire. Issues like discomfort, lack of breathability, and inability to withstand high humidity have plagued consumers, leading to a significant unmet need.
This precise problem caught the attention of Vimarsh Razdan, a veteran with two decades in the fashion industry. After stepping away from a substantial business, he embarked on a year-long deep dive into the real needs of Indian women. His extensive research, involving 15 women's focus groups and conversations with over 12,000 women, yielded a unanimous verdict: imported solutions were simply not working.
Innovating for relevance
Razdan's approach wasn't to compete on price, but to innovate on relevance. He invested in CE certified adhesive technology designed to be genuinely sweat-proof and developed seamless construction using circular knitting. The ambitious goal: shapewear that performs flawlessly even at 40 degrees Celsius and 80 per cent humidity.
His strategy highlights several fascinating aspects:
• Pricing: Offering products 30-40 per cent below international brands by streamlining inefficiencies, not by compromising quality.
• Consumer-centric development: Building products based on actual, extensive feedback rather than assumptions.
• Leveraging local expertise: Applying two decades of manufacturing experience to solve indigenous problems.
As his partner noted, the shift from global to local wasn't just geographic but philosophical: "Stop importing problems and start solving real ones." This ethos, informed by thousands of women's voices, underscores the power of understanding local nuances.
Growth and opportunities
The Indian shapewear market is on a strong growth path, with increasing fashion consciousness, rising disposable incomes, and growing e-commerce.
The trend is clear:
Table: Indian shapewear market overview
Metric Value ($ mn) Market Size (2020) 65.7 Projected Revenue (2028) 131.2 CAGR (2021-2028) 9%
(Source: Grand View Research)
The market's growth is pushed further by the body positivity movement, which, paradoxically, has also boosted shapewear sales. Women are increasingly seeking garments that enhance their natural silhouette and provide comfort, rather than rigidly alter their body shape.
The western vs. Indian divide
The fundamental differences between Western and Indian consumer needs create a distinct divide in the shapewear market:
Table: A comparative look at western and Indian shapewear
Aspect Western Shapewear (Typical) Indian Shapewear (Ideal/Emerging) Climate Suitability Designed for moderate climates; may struggle with heat/humidity. Engineered for tropical climates; sweat-proof, breathable, comfortable in high humidity. Body Types Often caters to Western body proportions. Designed for diverse Indian body shapes, including specific needs for traditional attire. Cultural Fit Primarily for Western outfits; may not suit traditional wear. Seamless integration with both Western and traditional Indian attire (e.g., sari shapewear). Fabric Focus Emphasis on firm control, often with less focus on extreme breathability. Prioritizes breathability, moisture-wicking, and comfort for extended wear. Pricing Strategy Premium pricing, often reflecting international brand positioning. Competitive pricing achieved through local efficiencies, offering better value.
Domestic players are now dominating the Indian market by focusing on these specific needs. Innovations like sari shapewear, which replaces traditional petticoats with a comfortable, contouring alternative, exemplify this localized approach. Brands are also actively engaging with customer feedback, addressing common issues like rolling down or discomfort by refining designs and incorporating features like silicone bands or adjustable drawstrings.
A future shaped by local solutions
The growth path of the Indian women's shapewear market underscores a broader lesson in consumer industries: true success lies in understanding and addressing local problems with tailored solutions. As India continues to assert its unique identity on the global fashion stage, brands that listen, innovate, and build for the specific needs of the Indian consumer will undoubtedly carve out a significant and lasting impact. The shift from importing problems to solving real ones is not just a business strategy; it's a testament to the power of relevance in a diverse and dynamic market.
