The D2C Lingerie Market in India: Size, Top Brands, Pricing, & More
This is an analysis using a dataset of 82,881 total live D2C Shopify stores operating in India, 70,164 of which have a product catalogue we could read. We found 1,047 stores that sell lingerie in some capacity, and 39,522 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 the Merchant Data API. You can use it to programmatically get 30+ data points on Indian D2C brands: products & pricing, contact information, tech stack, and more.
Last updated: September 2026.
D2C lingerie market overview
1 in every 67 Indian D2C stores on Shopify sells lingerie: 1,047 stores, 1.5% of the 70,164 whose catalogues we read. 193 of them (18%) are lingerie specialists, where lingerie is the largest product line or at least a quarter of the range. The other 854 sell lingerie next to something else, most often t-shirts (156), dresses (103), tops (97), shirts (91).
47 specialist brands have measurable branded demand, 240,874 searches a month between them.
Activity in the last 90 days
Lingerie specialists listed 8,392 new products in the 90 days running up to this article's last update (11 September 2026). Any specialist lingerie brand that launched something new, on average, added 78 products.
Examples of brands recently adding new products
XYXX listed 451 new lingerie products in the last 90 days. Examples:
Bummer listed 27 new lingerie products in the last 90 days. Examples:
Luvottica listed 10 new lingerie products in the last 90 days. Examples:
Top D2C brands selling lingerie in India
The ten most searched-for lingerie specialists on Shopify, ranked by branded searches a month in India.
| # | Brand | HQ city | Branded searches / month | Ahrefs DR |
|---|---|---|---|---|
| 1 | XYXX | Mumbai | 171,173 | 46 |
| 2 | Bummer | Ahmedabad | 34,906 | 38 |
| 3 | Sinderella | Vasai | 5,786 | 9 |
| 4 | Luvottica | Ghaziabad | 3,173 | 1 |
| 5 | NoughtOne | Delhi | 2,426 | 11 |
| 6 | Erobold | Pune | 2,426 | 27 |
| 7 | Dermawear | Vasai | 2,240 | 30 |
| 8 | House of Zelena | Delhi | 2,146 | 46 |
| 9 | Kajrakh | Jaipur | 1,866 | 0 |
| 10 | 2Ballz | Indore | 1,400 | 1 |
Lingerie pricing in D2C India
The median price of lingerie is ₹782 a product, counting each store once and taking the lowest price each product is listed at. Half of stores' median prices sit between ₹474 and ₹1,599.
Price a piece
Where the title states the pack size (25% of products), the median price is ₹250 a piece. Half of stores' medians sit between ₹180 and ₹400 a piece.
Price by kind of lingerie
| Kind | Stores | Median price | Median price a piece |
|---|---|---|---|
| Bras | 212 | ₹899 | ₹299 |
| Panties and briefs | 199 | ₹449 | ₹210 |
| Sets | 82 | ₹910 | ₹275 |
| Shapewear | 54 | ₹766 | |
| Nightwear | 46 | ₹799 |
Example products
Lower end, around ₹136 a piece
Around the median, ₹250 a piece
Higher end, around ₹553 a piece
What Indian lingerie brands also sell
16% of lingerie specialists sell lingerie and nothing else. The rest carry at least one other line: activewear for 33% of them, tops for 32%.
Examples of what else lingerie brands sell
XYXX also sells activewear. Examples:
Jockey also sells tops. Examples:
Envie also sells nightwear & loungewear. Examples:
More data on Indian lingerie brands
Geography
Delhi, Mumbai and Bengaluru are home to the most lingerie sellers. Tamil Nadu stands out: it has 10.4% of lingerie sellers against 6.6% of all stores.
| State | Lingerie sellers | % of lingerie sellers | % of all stores |
|---|---|---|---|
| Maharashtra | 168 | 16.4% | 17.5% |
| Delhi | 164 | 16% | 13.8% |
| Tamil Nadu | 107 | 10.4% | 6.6% |
| Haryana | 101 | 9.9% | 7% |
| Uttar Pradesh | 97 | 9.5% | 9.2% |
| Karnataka | 86 | 8.4% | 7.9% |
| Gujarat | 81 | 7.9% | 9.9% |
| West Bengal | 45 | 4.4% | 3.1% |
Cash on delivery
55.3% of lingerie sellers offer cash on delivery (always or with conditions), against 39.8% of all stores. Among lingerie specialists it is 63.2%.
| Brand | COD | What the store says | Source |
|---|---|---|---|
| House of Zelena | Yes | We have both Cash on Delivery and online payment modes available without any extra charges for Cash on Delivery. | /pages/shipping-order-tracking |
| Fully Filmy | Yes | For your online shopping experience to be safe and risk-free, we offer Cash on Delivery (COD) facility too. | / |
| Cobb Italy | Yes | If you had placed an order by selecting Cash on Delivery option, there is no amount to refund because you haven't paid for that. | /pages/shipping-policy |
| Twirl Around World | Conditional | Cash on Delivery (COD) : Delivered within 5–7 working days from order confirmation. | /policies/shipping-policy |
| Banana Club | Conditional | COD is available for orders below INR 1999 on all serviceable pin codes. | /pages/faqs |
| Ramraj Cotton | Conditional | For Partial COD (Cash On Delivery) Orders: If a partial COD order is cancelled while the package is in transit, both forward and return shipping charges will be deducted, and the balance amount will be refunded. | /pages/refund-return-policy |
How Indian D2C brands handle cash on delivery: the full report
Shopify apps
The most installed apps among lingerie sellers, with the same figure for all stores.
| App | Lingerie sellers | % of lingerie sellers | % of all stores |
|---|---|---|---|
| Judge.me | 527 | 50.4% | 46.1% |
| Shiprocket | 327 | 31.3% | 23.7% |
| Instafeed | 254 | 24.3% | 17.6% |
| GoKwik | 203 | 19.4% | 10.3% |
| Microsoft Clarity | 166 | 15.9% | 11.7% |
| Kiwi Size Chart | 134 | 12.8% | 2.8% |
| Shiprocket Checkout (Fastrr) | 124 | 11.9% | 9.5% |
| Razorpay Magic Checkout | 101 | 9.7% | 6% |
| Return Prime | 100 | 9.6% | 1.6% |
| Wigzo | 87 | 8.3% | 5.1% |
Catalogue size
Here's the breakdown of the "catalogue depth" among these lingerie brands.
The biggest lingerie ranges belong to Jockey (1412 products), UnderJeans By Spykar (878 products) and Envie (724 products).
Methodology
For this report, we used confirmed live Shopify stores only. We considered that a store counts as "selling lingerie" if its catalogue lists at least three live lingerie products, or a lingerie collection with at least three products. We only took pricing from stores that price in rupees. The last article update was 11 September 2026. All of the data in this report is accessible via Merchant Data API, learn more here.