Inner wear sales in India increase 80%: Unicommerce

Online inner wear sales in India by brands using the Unicommerce platform increased by 80% year on year in the 2024 financial year. Sales were up across metros and Tier Two and Three cities alike, according to Unicommerce’s data.

“We have witnessed a prominent shift in consumer interest from conventional, off-the-shelf buying to an online-first shopping approach,” said VIP Clothing Limited’s direct to customer head Kanishk Pathare in Unicommerce’s press release.  “As our technology partner, Unicommerce’s platform provides the operational support to manage orders through these channels efficiently and ensures greater strength of our e-commerce supply chain.”
 
Popular inner wear products online include lingerie sets, bras, panties, sleepwear, swimwear, and loungewear. The fact that inner wear sales increased by over 75% and 80% in Tier Two and Three cities respectively shows that non-metro shoppers are feeling more comfortable to purchase inner wear online.
 
“We have been a pure play online platform offering a myriad of options for the digitally savvy youth through our website as well as multiple marketplaces,” said Irfan Mansuri, head of operations at Ballr Apparels Private Limited (Bummer). “Online channels continue to witness the growing interest of online shoppers for our products. With Unicommerce’s technology solutions, our post-purchase operations are automated for smoother order processing further enhancing our inventory visibility across channels.”
 
Along with inner wear, women’s activewear and shape wear have also seen sales increase. As many inner wear brands launch new products, recent launches including period panties and maternity underwear are also gaining popularity amongst shoppers.
 
“Online shopping is adding newer pathways for e-commerce segments like inner wear, leading brands to tap connect more effectively with their target audience,” said Unicommerce’s managing director and CEO Kapil Makhija. “As a technology platform, we are committed to supporting brands, retailers and marketplaces by enhancing the efficiency of their post-purchase operations.”