The D2C Lingerie & Innerwear Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 72,203 total live D2C Shopify stores operating in India. We found 1,224 stores that sell lingerie and innerwear in some capacity, and 65,544 total live products.
In this research, we walk through the market size, some brands in this niche, pricing info, and more.
All of the data here comes from Merchant Data. You can use its API or web UI to get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: November 2026.
D2C lingerie and innerwear market overview
1 in every 59 Indian D2C stores on Shopify sells lingerie and innerwear: 1,224 stores, 1.7% of the 72,203 we track. 371 of them (30%) are lingerie and innerwear specialists, where lingerie and innerwear is the largest product line or at least a quarter of the range. The other 853 sell lingerie and innerwear next to something else, most often t-shirts (163), tops (115), dresses (97), shirts (79).
131 specialist brands have measurable branded demand, 405,861 searches a month between them.
Activity in the last 90 days
Lingerie & innerwear specialists listed 14,677 new products in the 90 days running up to this article's last update (22 October 2026). Any specialist lingerie and innerwear brand that launched something new, on average, added 68 products.
Examples of brands recently adding new products
XYXX listed 446 new lingerie and innerwear products in the last 90 days. Examples:
Snowra listed 6 new lingerie and innerwear products in the last 90 days. Examples:
House of Zelena listed 42 new lingerie and innerwear products in the last 90 days. Examples:
Top D2C brands selling lingerie and innerwear in India
The ten most searched-for lingerie and innerwear specialists on Shopify, ranked by branded searches a month in India.
| # | Brand | HQ city | Branded searches / month | Ahrefs DR |
|---|---|---|---|---|
| 1 | XYXXBrands like XYXX → | Surat | 209,813 | 46 |
| 2 | BummerBrands like Bummer → | Ahmedabad | 37,893 | 38 |
| 3 | UnderneatBrands like Underneat → | Gurugram | 31,360 | 26 |
| 4 | EnamorBrands like Enamor → | Gurugram | 11,573 | 25 |
| 5 | Freecultr | Delhi | 9,800 | 29 |
| 6 | KrvvyBrands like Krvvy → | Noida | 9,613 | 17 |
| 7 | Shapercult | Gurugram | 7,093 | 16 |
| 8 | Sinderella | Vasai | 7,000 | 9 |
| 9 | Nykd by Nykaa | Bengaluru | 6,346 | 11 |
| 10 | Luvottica | Ghaziabad | 5,320 | 1 |
Lingerie & innerwear pricing in D2C India
The median price of lingerie and innerwear is ₹749 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹470 and ₹1,599.
Price a piece
Where the title states the pack size (27% of products), the median price is ₹260 a piece. Half of stores' medians sit between ₹199 and ₹400 a piece.
Price by kind of lingerie and innerwear
| Kind | Stores | Median price | Median price a piece |
|---|---|---|---|
| Bras | 156 | ₹874 | ₹288 |
| Panties and briefs | 151 | ₹449 | ₹217 |
| Sets | 59 | ₹999 | ₹308 |
| Shapewear | 38 | ₹817 | |
| Nightwear | 32 | ₹722 |
Example products
Lower end, around ₹146 a piece
Around the median, ₹260 a piece
Higher end, around ₹597 a piece
What Indian lingerie and innerwear brands also sell
21% of lingerie and innerwear specialists sell lingerie and innerwear and nothing else. The rest carry at least one other line: activewear for 39% of them, nightwear & loungewear for 33%.
Examples of what else lingerie and innerwear brands sell
XYXX also sells activewear. Examples:
Jockey also sells nightwear & loungewear. Examples:
More data on Indian lingerie and innerwear brands
Geography
Delhi, Mumbai and Bengaluru are home to the most lingerie and innerwear sellers. Tamil Nadu stands out: it has 9.7% of lingerie and innerwear sellers against 6.8% of all stores.
| State | Lingerie & innerwear sellers | % of lingerie and innerwear sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 213 | 17.8% | 17.7% |
| Delhi | 198 | 16.5% | 13.9% |
| Uttar Pradesh | 125 | 10.4% | 9% |
| Tamil Nadu | 116 | 9.7% | 6.8% |
| Haryana | 106 | 8.8% | 6.9% |
| Karnataka | 98 | 8.2% | 7.9% |
| Gujarat | 96 | 8% | 10% |
| West Bengal | 50 | 4.2% | 3.1% |
Cash on delivery
57.3% of lingerie and innerwear sellers offer cash on delivery (always or with conditions), against 40.6% of all stores. Among lingerie and innerwear specialists it is 64.7%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| Bummer | Yes | We collect online Payments via Razorpay & also provide the option of COD (Cash on Delivery) | bummer.in/pages/faqs |
| Enamor | Yes | If you had selected Cash on Delivery, there is no refund associated with that. | enamor.co.in/pages/return-policy |
| Shapercult | Yes | Yes, we offer FREE Cash on Delivery. | shapercult.com/pages/faqs |
| Luvottica | Conditional | Yes, COD is available on selected products and locations. | luvottica.com/pages/faqs |
| Twirl Around World | Conditional | Cash on Delivery (COD) : Delivered within 5–7 working days from order confirmation. | twirlaroundworld.com/policies/shipping-policy |
| Sonari | Conditional | Cash on Delivery (COD): Available in select regions, COD allows you to pay in cash upon receiving your order. | sonari.in/pages/faq |
How Indian D2C brands handle cash on delivery: the full report
Shopify apps
The most installed apps among lingerie and innerwear sellers, with the same figure for all stores.
| App | Lingerie & innerwear sellers | % of lingerie and innerwear sellers | % of all stores |
|---|---|---|---|
| Judge.me | 640 | 52.3% | 45.7% |
| Shiprocket | 371 | 30.3% | 23.5% |
| Instafeed | 290 | 23.7% | 17.7% |
| GoKwik | 232 | 19% | 10.4% |
| Microsoft Clarity | 199 | 16.3% | 12% |
| Shiprocket Checkout (Fastrr) | 139 | 11.4% | 9.6% |
| Kiwi Size Chart | 133 | 10.9% | 2.9% |
| Wigzo | 111 | 9.1% | 5% |
| Razorpay Magic Checkout | 106 | 8.7% | 6.1% |
| Return Prime | 102 | 8.3% | 1.6% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these lingerie and innerwear brands.
The biggest lingerie and innerwear ranges belong to liigne (3697 products), TT Bazaar (1778 products) and Jockey (1529 products).
Methodology
For this report, we used confirmed live Shopify stores only. We considered that a store counts as "selling lingerie and innerwear" if its catalogue lists at least three live lingerie and innerwear products, or a lingerie and innerwear collection with at least three products. We only took pricing from stores that price in rupees. The last article update was 22 October 2026. All of the data in this report is accessible via Merchant Data's API or web UI, learn more here.