REPORT ON

INDIAN INNERWEAR GARMENTS INDUSTRY

BIG STRATEGIC MANAGEMENT CONSULTANTS

APRIL, 2010
3, Hindustan Kohinoor Complex, L.B.S Road, Vikhroli (W), 400 083
Tel 022 67427821-29 URL: www.big-consultants.com

CONTENTS

1. Indian Economic Overview

2. Innerwear Industry Overview

3. Understanding Innerwear Industry Product Overview

4. Major Players in Innerwear Industry

5. About BIG Strategic Management Consultants

6. How can BIG Help?

BIG Strategic Management Consultants

India is among the top 15 countries in the global economy in terms of GDP at current prices.

INDIAN ECONOMIC SCENARIO

q

GDP SCENARIO

years

10%

% Change Over Previous Year

After several consecutive

of strong growth, the

world economy entered into

the worst recession which

8%

started in third quarter of 2008.

6%

All the advanced

economies faced deep

4%

economic crisis , as the world

GDP dropped

2%

by 1.3% in

2009.
0%

q The signs of recovery shall

be visible from fourth quarter

-2%

of 2010.
q The Indian economy which

-4%
2008

World Baseline

2009

2010

Year
World Downside scenario

2011

2012

has also been impacted by the

global turmoil,

Indian Scenario

posted a

growth of 5.4% in FY 2009.

Source: International Monetary Fund (IMF)

BIG Strategic Management Consultants

CONTENTS

1. Indian Economic Overview

2. Innerwear Industry Overview

3. Understanding Innerwear Industry Product Overview

4. Major Players in Innerwear Industry

5. About BIG Strategic Management Consultants

6. How can BIG Help?

BiG Strategic Management Consultants

The global innerwear market grew at a rate of 7-9% for the past five years.

GLOBAL INNERWEAR MARKET

Market Value (INR Crores)

GLOBAL INNERWEAR INDUSTRY MARKET SIZE

market, the USA and UK market

2,00,000
1,50,000

Of the total Global Innerwear

1,17,469 1,25,692

1,34,490

1,46,594

1,59,788

constitutes of 60%, India and

China constitutes of 10%,
MENA nations constitute of 7%

1,00,000

and Rest of World to 23%.

50,000
2005

2006

2007

2008

2009

Year
Source: India PRWire database 2009

The Global Innerwear Industry in 2009 was USD 36 Billion (INR 159,788 crores).
Of the total global innerwear sales, lingerie sales contribute to 46%, Mens undergarment sales contribute to 42%,
infant wear contributes to 5%, sleepwear contributes to 4% and the rest like stockings and socks contributes to 3%.
Of the total Global Innerwear market, Hosiery innerwear attributes to the 17% of the market.

BIG Strategic Management Consultants

The Indian innerwear market grew at a rate of 8-9% for the past five years.

INDIAN INNERWEAR MARKET

The Indian Innerwear Market in 2009 was USD 2 Billion ( INR 8,665 crores).
The branded Hosiery innerwear market in India is valued at USD 0.56 Billion (INR 2,500 crores)
With its rich history of textile traditions and the skills of its craftsmen, India has made a foray into the tough competition
where Hong Kong, Taiwan and Bangkok are leading in the export of cotton knits and hosiery markets.
Innerwear/ Undergarment segment contributes to more than 15% of the total Apparel Industry in India.

Market Value (INR Crores)

INDIAN INNERWEAR INDUSTRY MARKET SIZE

10000
8000

6,180

6,720

7,310

7,960

8,665

Of the total Indias Innerwear

Market, share of mens
innerwear contribute to 40%

6000

and the womens innerwear

4000

contribute to 60%.

2000
0
2005

2006

Year

2007

2008

Source: Indian Market Forecast & Indicators Database

BIG Strategic Management Consultants

2009

Presently, the branded innerwear market in India is 35%.

HIGHLIGHTS OF INDIAN INNERWEAR INDUSTRY

Rising income levels, increasing urbanization and booming retail industry are the origin of look good and feel good
attitude. Within apparels, innerwear has become extremely popular owing to the higher degree of comfort it provides
to the skin.

Geared up to the international needs, Indian innerwear industry has captured many untapped markets today. It
accounts for about 35% of the total readymade garment exports from India. Knitted and hosiery products are the third
major category of export fabric after woven and non-woven fabrics.

Major Indian Innerwear manufacturers had alliances with the international players to cater to Indian markets, viz.,
Maxwell Apparel with Lovable USA; Page Apparel with Jockey Intl USA; Arvind Mafatlal with LNG International; etc.

With changing lifestyles, the Indian Innerwear market has showcased favourable growth trend. The most discerning
and demanding consumers in India fall in the age group of 25 to 45.

BIG Strategic Management Consultants

CONTENTS

1. Indian Economic Overview

2. Innerwear Industry Overview

3. Understanding Innerwear Industry Product Overview

4. Major Players in Innerwear Industry

5. About BIG Strategic Management Consultants

6. How can BIG Help?

BIG Strategic Management Consultants

The Lingerie segment is the highest sold segment in India.

UNDERSTANDING INNERWEAR INDUSTRY- PRODUCT OVERVIEW

Innerwear / Undergarments

Mens Inners

Womens Inners

Kids Inners

Others

Briefs

Bras

Kids Briefs &

Socks &

Vests

Briefs/ Panties

Boxers

Leggings

Sleeveless

Camisoles

Kids Vests

Thermals

Tees

Racerback

Singlets

Sports &

Singlets

Tank Tops

Knit Inners

Leisure Wear

Leotards &

Nightwear

Socks

Nightwear

Bermudas

Boxer Sets

Kids Thermals

BIG Strategic Management Consultants

CONTENTS

1. Indian Economic Overview

2. Innerwear Industry Overview

3. Understanding Innerwear Industry Product Overview

4. Major Players in Innerwear Industry

5. About BIG Strategic Management Consultants

6. How can BIG Help?

BiG Strategic Management Consultants

10

There exist over 100 brands in the organized sector and over 400 unorganized brands in Indian Innerwear market in 2008.

COMPETITION ANALYSIS
The Indian Innerwear Industry is highly dominated by the informal and unorganized players with a hold of 65% of the
market and rest by the organized players. A few prominent players are listed below:

Sr. No

Name

Sales Turnover 2008-09

(INR crore)

Amul

300.00

Jockey

Dollar

254.65
218.68

VIP

199.89

Tommy Hilfiger

181.95

Hanes
Calvin Klein

140.5

150

Rupa is a household innerwear brand and is

a frontrunner in hosiery innerwear segment.

BIG Strategic Management Consultants

CONTENTS

1. Indian Economic Overview

2. Innerwear Industry Overview

3. Understanding Innerwear Industry Product Overview

4. Major Players in Innerwear Industry

5. About BIG Strategic Management Consultants

6. How can BIG Help?

BiG Strategic Management Consultants

12

ABOUT US

Foundation
BIG Strategic Management Consultants, established in 2008, is a fusion of the vast experience of
industry veterans and its synergy with the young blood, which blends to give superior consulting services to
both domestic and international clients in fields as diverse as strategic consulting, technology consulting,
financial consulting, market research and analysis, feasibility studies and manpower planning.

Our Goal
To exceed the expectations of every client by providing outstanding services which are timely, accurate and
innovative.

Our Associates
Are distinguished by their functional and technical expertise along with their hands-on experience, thereby
rendering the most effective and professional service.

Our Services help clients

Define new areas of businesses.
Give a competitive edge to current and new businesses.
Service with inventive business solutions which are realistic and achievable.

BiG Strategic Management Consultants

13

OUR SERVICES

The regional exposure has a reach in Asia-Pacific, Middle East and Europe.
The various industries covered by the panel are divided into 3 different sectors covering the various
industries as mentioned below.

A - Government Departments and Organizations

(Policy Formulations, Organization Redesign, Impact Assessment Studies)
B Manufacturing Industry
(Automotive,Chemicals,Consumer Goods, Food & Beverage, Pharmaceuticals, Textiles, Cement,Building
Materials)

C - Service Industry
(Advertising, Financial Services, Banking & Insurance, Media and Telecom, Healthcare, Hospitality,
Transportation & Logistics, Travel & Tourism, Aviation, Shipping)
D Miscellaneous Industry
(Agriculture, Construction and Real Estate, Power and Water, Oil and Gas, Infrastructure)

BIG Strategic Management Consultants

14

BIG STRATEGIC MANAGEMENT CONSULTANTS CREDENTIALS

Some of The Projects Undertaken and Executed

Market Study for Ground Calcium Carbonate: This study was done for a European client who wanted to set
up a Ground Calcium Carbonate Unit in Abu Dhabi. The study scope was to identify various User sectors in GCC
and provide with the profile of major customers and competitors.
Business Plan for Glass Processing Unit: This study was done for a local client who wanted to set up a
Glass Processing Plant in Dubai. The study scope was to conduct a Market Feasibility in the GCC Region,
Technical Feasibility and the Financial Feasibility.
Automotive Carpet Manufacturing Unit: This study was done for a Malaysian client who wanted to set up a
Automotive Carpet Manufacturing plant in Abu Dhabi. The study scope was to conduct a Market Feasibility in the
GCC Region, Technical Feasibility and the Financial Feasibility.
Preparation of India Entry Strategy for Interior Solution Provider: This study was done for a Dubai Based
Client who wanted to set up an office in India to cater to the Indian Commercial segment with the interior solutions.
The study scope was to conduct a Market Feasibility in India for the services rendered by the client and do
competition benchmarking and pricing analysis.
Preparation of a Business Plan for Brewery in India: This study was done for a Indian Distillery who wanted
to set up a Brewery in India. The study scope was to conduct a Market Feasibility in India, Technical Feasibility and
the Financial Feasibility followed by identifying the international beer brand for strategic tie up.

BIG Strategic Management Consultants

15

BIG STRATEGIC MANAGEMENT CONSULTANTS CREDENTIALS

Some of The Projects Undertaken and Executed

Preparation of a Business Plan for Gypsum Board Manufacturing Plant: This study was done for a local
client who wanted to set up a Gypsum Board manufacturing Unit in Abu Dhabi. The study scope was to identify
various User sectors in GCC and provide with the profile of major customers and competitors and assess the
demand potential followed by technical feasibility and financial assessment of the same.
Feasibility Study to Set up a School: The study was conducted for a local client who wanted to start a School
in Al Ain. The study scope was to prepare a proposal for obtaining School License to be submitted to Ministry of
Education, estimate the target market and the building the complete Financial Plan.
Preparation of a Market Study for a Tile and Precast Concrete Manufacturing Company: This study was
done for a Spanish client who wanted to set up a Tile and Precast concrete manufacturing unit in UAE. The study
scope was to conduct the resource assessment, location analysis for manufacturing setup and an entire business
plan on Tile & Precast concrete exterior in GCC nations.
Preparation of Entry Strategy for a Fashion Jewellery Brand in UAE: This study comprised of mapping
an entry route for the famous European Fashion Jewellery Brand into UAE Markets and preparing an entire
business plan for the same.

BIG Strategic Management Consultants

16

CONTENTS

1. Indian Economic Overview

2. Innerwear Industry Overview

3. Understanding Innerwear Industry Product Overview

4. Major Players in Innerwear Industry

5. About BIG Strategic Management Consultants

6. How can BIG Help?

BIG Strategic Management Consultants

17

GROWTH

HOW CAN

HELP?

Market Research
and Consumer
Surveys for
Indian and
Middle East
Markets for the
Innerwear
Segment

Brand
Positioning of
Rupa in Indian
and Middle East
Markets

BIG Strategic Management Consultants

Competitive
Mapping of Rupa
for Acquiring
Larger Market
Share in Indian
and Middle East
Markets.

Diversification of
Segments along
with Product Line
Extension for
Rupa

&
TION IES
A
C
I
NTIF N STUD
E
D
I
O
KET ALUATI
R
A
V
M
ESS
N
I
S
U

18

BIG Strategic Management Consultants

Thank You