The innerwear segment in India is witnessing an unprecedented growth. From just being a basic requirement, the consumer preference has evolved to more mature, stylish, sensuous and premium quality. One of the leading player in lingerie sector in India is Mybra Lingerie Pvt Ltd with its head office located in Bengaluru
The innerwear category has broadened from being a basic requirement to designer wear with emphasis on styling and comfort. According to a report, the innerwear category is currently estimated to be worth Rs.25,034 crore and accounts for 8% of the total apparel market in India. And, the women’s innerwear segment has grown in the recent years and estimated to be worth Rs.16,259 crores in 2016 and accounts for 5% of the total apparel market. The category will grow at a CAGR of 14% to reach Rs.31,306 crores in 2021 and Rs.60,277 crores in 2026. The women’s innerwear or the lingerie growth story in India is at its most promising phase right now with increasing demand for stylish, sensuous and premium innerwear. The Indian lingerie is no more a hush- hush segment but a more evolved one. The brands are quick to grab the opportunity and to play with designs, cuts, colours, styles, etc. It is estimated that between 2015 and 2020, the mid-premium segment in the women’s innerwear segment will grow the fastest at a CAGR of 22%.
The lingerie market in India can be classified in luxury, premium, midmarket and mass market segment. Mid-market segment enjoys the major share in lingerie market. Even so, the premium and the luxury markets are growing at double the rate in comparison to the middle segment. With the retail environment getting more sophisticated and offering the best buying experience to the consumers, the premium and super premium segments will further grow. The mass market segment has many regional and local players.
For innerwear, cotton has been the preferred material from time immemorial. But now other fabrics including linen, nylon, etc. are widely used for the making of it. The fiber and materials market allows new technology and innovations. New fabrics are also being introduced in the market. The various advantages of nylon like its ability to stretch, comfort, durability, easy care and stain resistance all made it consumers choice. The latest innovation in the market include both natural and synthetic fibers. Satin, modal, silk, spandex, rayon, lace, mesh, polyamide, power net, etc are a few among them. In terms of style, intimate wear market has had a huge leap. Underwired, strapless, push-ups, bralettes, front open, convertible are few styles widely accepted and bought. Another fabric which could revolutionise the market is microfiber which has high stretchability and doesn’t lose shape.
The humble story
When A N Radhakrishnan established Mybra in 1967 at Kannur, Kerala, it had only just five sewing machines. But that just did not hinder Radhakrishnan from dreaming big. With his never give-up attitude, he worked hard earning more orders and employing more. Within aTo take the market more aggressively especially the South Indian market, it moved its operational base to Bengaluru in the same year
To take the market more aggressively especially the South Indian market, it moved its operational base to Bengaluru in the same year. In 1998, Sayilen Radhakrishnan and Milan Radhakrishnan, sons of Radhakrishnan took over the business and have ever since strived to diversify their products in the face of growing competition.
Today, the company has gradually grown to become one of the leading manufacturers and exporters of lingerie from India, with a very strong domestic market with over 2000 retail outlets that stock Mybra. Its vast range in women’s lingerie includes brassieres, panties, shorts, corsets, leggings, camisoles and body shapers. The company is superior in creating ideal products that the modern woman can use to make her feel confident. From everyday use to special occasion lingerie, the company aims to satisfy the various needs of women with quality products that are durable. This is done by adopting international manufacturing techniquesToday, the company has gradually grown to become one of the leading manufacturers and exporters of lingerie from India, with a very strong domestic market with over 2000 retail outlets that stock Mybra
Over 800 workers are spread across the three factories the company has established in Kerala and Karnataka. Moreover, the elastic production and dyeing unit located in Kannur is the only one of its kind in India. Such mass production ensures business with over 2000 retail stores. Tamil Nadu, Kerala and Karnataka are the company’s biggest markets in South India. The brand has established itself as a leading entity in the Kerala marketplace. With regard to exports, the United States of America, the United Kingdom and the Middle East including Kuwait, Saudi Arabia and the United Arabian Emirate form the international market Mybra caters to.
In 2016, it opened its retail store called ‘Ladybird’ a modern lingerie store offering innerwear for men and women in Bengaluru. Ladybird is a separate entity who’s parent company is Mybra Lingerie. Ladybird holds a wide range of products of lingerie, leggings, tops, sleep wear & nighties, bras, panties, underwear, sets and shop for the latest vests and camisoles for men and women. Mybra plans to expand their horizons by opening more stores in the future in Bengaluru, Chennai and Kerala.
With the arrival of E-commerce, the market became wide. Studies show that most consumers prefer to buy innerwear products from online retail as they can avoid the discomfort of choosing it from a store where there are sales persons belonging to the opposite sex. The awkwardness most women feelwhile going and buying lingerie from physical stores, manned by salesmen is not involved in online shopping. Many think that it is a much better way to buy lingerie. It allows one to shop from theircomfort zone and also allows to browse through various styles and designs. To tap this opportunity, the company has also ventured into the online space and provides opportunity for the customer to order the product from the comfort of home through its website (www. mybraindia.com). The packages are shipped in plain cardboard boxes and are couriered in white polyester bags so as to ensure the discreet package policy of the company. The product within the packaging retains the original brand label and packing.