INNERWEAR MARKET CONSUMER BEHAVIOUR INNOVATION NEW TECHNOLOGY TENCEL MODAL SUSTAINABILITY MANUFACTURING CONSUMPTION NATIONAL
INDIA
By IFAB MEDIA - NEWS BUREAU - June 9, 2023 | 116 9 minutes read
The innerwear market in India has witnessed unprecedented growth and remarkable evolution over the years. From being a basic necessity to becoming a fashion statement and from being a product bought on repeat to becoming the foundation of a modern man’s wardrobe, the industry has embraced innovation, technology, and sustainability in a big way.
The Indian men’s innerwear market, as of 2022, is valued at Rs 17,000 crores (US $ 2.20 billion), as per Statista and is estimated to grow exponentially year on year. The growth of the innerwear market in India can be attributed to the evolving consumer behaviour. The Indian innerwear market has responded to this demand by introducing innovative designs, vibrant colours, and intricate patterns. Innerwear is no longer confined to functionality and has transformed into becoming an integral part of an individual’s fashion choices.
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Picture Courtesy: XYXX
Fabric innovation became the need of the hour as men refused to settle for underwear that rides up, is restrictive and not breathable. The foundation of good innerwear depends on the choice of fabric and cotton alone simply does not cut it. From the ultra-luxurious feel of the fabric to its moisture-wicking and cooling properties, the fabric Tencel Modal Micro soon became synonymous with premium innerwear. New technology ensures that innerwear fabric has zero piling and shrinkage. The fabric is made stronger with better colour retention properties through different treatments to ensure it does not lose shape after multiple washes. Microfiber waistbands along with odour-resistant and antimicrobial fabrics have become the norm.
According to industry reports, the innerwear market in India is expected to grow at a compound annual growth rate (CAGR) of around 10% in the future, showcasing the immense potential and profitability of the industry. Today, consumers are more conscious about their appearance, comfort, and overall well-being. They prioritize innerwear that provides the perfect fit, offers superior comfort, and complements their lifestyle. As a result, the market has witnessed a surge in demand for premium and niche innerwear brands that cater to distinctly specific consumer requirements. There is a significant gap within the category and lack of awareness around innerwear best suited for the modern hustle and active lifestyle.
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Picture Courtesy: XYXX
Today, as performance-inspired clothing has persuasively infiltrated every aspect of the fashion industry and has completely revolutionised men’s innerwear, there is increased integration of athletic-inspired design, fabrics, and functionality into innerwear. The modern man has an always-on lifestyle that requires him to be in a hustle mode 24x7. Innovation for men’s underwear as a result brings to light the need for elimination of shifting, adjusting, rubbing and chafing. This calls for underwear that keeps the man dry, cool, safe and in control. To top that, with the growing popularity of sports and fitness activities, consumers are seeking innerwear that provides support, moisture-wicking properties, zero abrasion, odour control and flexibility. The category will soon see niche innerwear products made with deep consumer research and cutting-edge technology that cater to popular yet distinct active pursuits like weight lifting, running, cycling amongst others. Men want underwear to be just like their sneakers - multifaceted and multi-purpose.
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Picture Courtesy: XYXX
Brands have responded by incorporating performance-enhancing features such as compression technology, breathable fabrics, and ergonomic designs. This combination of style and functionality has resonated with consumers, leading to a significant shift in their preferences. The integration of smart fabrics, such as temperature-regulating fabrics and moisture sensors, has further elevated the functionality of innerwear. Although cotton has traditionally been the crowd favourite, there is a notable surge in the exploration of alternative fibres such as tactile and modal. In addition to the conventional options, innerwear manufacturers are incorporating recycled polyester due to its strength and smooth texture. Comfort, innovation, and performance are the driving forces behind the innerwear segment, prompting the emergence of game-changing technologies that facilitate the use of these fabrics. Notably, Tencel Modal Micro, a wood-based cellulosic fibre, stands at the forefront of these innovations. Offering enduring softness, improved breathability, colour retention, and superior antibacterial properties, Tencel Modal Micro has become a pivotal addition to the men's innerwear market, garnering exceptional results.
Innerwear has moved further beyond being just a basic everyday need, as the focus on hyper functionality, comfort and sustainability has started playing a major role in consumer decision-making. Embedded in consumer insight, the need for underwear that adapts to changing outerwear styles is the need of the hour. Low rise jeans have gone even lower and the innerwear will brave that trend with broader, designer waistbands that will offer coverage in style. The silhouettes of men's garments have changed over the years and they keep becoming slimmer and fitter. The rise and rise of close-fitted pants are begging for no-show underwear that stays true to its second-skin claim. Bespoke and tailored fits have become a rage and the consumer innerwear need will change. Underwear will need to adapt to offer sleek comfort and a slim aesthetic.
Real men don’t sport six packs and innerwear for plus sizes even today are boring and unsightly. Pouch cuts have been traditionally rather flat and do not do justice to the contour of the male body; this will change as brands become more body positive and size-inclusive. Underwear for extended sizes has undergone a drastic transformation. They are now available in flattering cuts, slimming styles as well as bold colours and designs. As men become more conscious about their appearance, this could potentially further pave the way for men’s shapewear.
According to a survey carried out by PWC, about 21 percent of respondents are willing to spend additionally on sustainable fashion choices for innerwear. Sustainability has become a popular trend in the Indian innerwear market in India. Innerwear fabrics made from naturally sourced materials like Bamboo and Hemp are highly sought after. Consumers are becoming more conscious of the environmental impact of their purchasing decisions and are actively seeking eco-friendly and socially responsible options. Several brands in the innerwear industry have embraced sustainable practices by using organic and recycled materials, adopting eco-friendly manufacturing processes, and ensuring fair labour practices. This shift towards sustainability not only benefits the environment but also resonates with the values of conscious customers.
We are at the cusp of a massive shift when it comes to innerwear design, manufacturing and consumption. The market is becoming increasingly diverse, innovative and competitive and gone are the days where men’s innerwear was the most boring part of your wardrobe. As consumers evolve, the real innovation will also come from the shift of focus on the brand side. The consumer today is vocal and demanding which will turn brands into problem solvers and co-creators with consumers rather than just peddlers of products. The great Indian innerwear revolution has begun and is here to stay.
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Yogesh Kabra Founder- XYXX With a keen interest in design and a business bent of mind, second generation entrepreneur, Yogesh Kabra founded XYXX in 2016. Born out of his own personal experiences, Yogesh was quick to identify a gap in the Indian innerwear market with its staid and merely functional offering and lack of product innovation. With design, sustainability and consumer insight being the main drivers of production, XYXX has created a stir in the market since its inception and became a force to reckon with in the space.
Learning, adapting and providing solutions to young, Indian men: Design, sustainability and consumer insight are the key drivers of product innovation and manufacture at XYXX. Yogesh’s aim, from the get-go, was to offer young Indian men a product that not only gave equal emphasis to design and functionality, but also provided solutions to larger problems. Relying on consumer insight and experience, Yogesh believes in continuous learning and adaptability, driven by robust innovation and R&D. It is this belief that has led to XYXX to develop superior product and fabric innovations that address a plethora of problems specific to the Indian subcontinent, spanning moisture wicking, comfort, quick-dry technology and design sensibilities that cater to the young man of today.
As a champion of the planet and a conscious consumer himself, Yogesh has translated his commitment to the environment through XYXX’s wide product offering. After rigorous R&D, each collection is crafted to have minimal impact on the environment and a reduced carbon footprint, without compromising on quality, design, durability or functionality. Since its inception, XYXX has opted for less water and carbon intensive, plant based fabrics, like Combed Cotton, Bamboo Cotton and Micro Modal. Under his leadership, the brand’s latest collection- Earth 1.0, crafted entirely out of GOTS-certified Organic Cotton, saves 84% water in manufacture as compared to a traditional basic tee.
Leveraging digital storytelling to create a holistic brand: As a young entrepreneur of today, Yogesh recognizes and harnesses the power of digital to grow his brand and penetrate the Indian market.
In 2021, XYXX met with intrigue and soon the brand’s advocacy grew prominent among influencers, opinion leaders and the public, giving rise to a round of Series-A funding led by the renowned Sauce.vc, DSG Consumer Partners and Synergy Capital Partners. The funding, amounting to INR 30 crore, will fuel intensive product development and market penetration in the coming months.
In addition to his expertise in supply chain management and design thinking, Yogesh has also built XYXX as a workplace that fosters a collaborative work culture, a supportive organization structure and an approachable and honest environment. As a part of a number of business communities spanning entrepreneurship, textile associations and angel investments, Yogesh strives for constant learning and growth in all aspects of life.
When not at the studio, there are many things that inspire Yogesh as an individual and keep him busy. A seasoned traveller and runner, Yogesh advocates for a holistic, well-rounded lifestyle that fuels his mind, body and soul. With a dream to have a ceiling library, he is also an avid reader, who makes sure to carve out time everyday to deep-dive into a book. The Oscars and the Wimbledon will have him glued to his TV, unless his young daughter has other plans for him! |
About XYXX XYXX is a proud, home grown Indian brand that specialises in underwear and loungewear for men, made from naturally-sourced, eco-friendly fabrics and gives them a fashionably well-designed edge with cool colours, quirky prints and stellar designs. With its innovation-driven product play, XYXX focuses on technological prowess to deliver exceptional quality, hyper functionality as well as affordability. XYXX products are available on their website (xyxxcrew.com) as well as Amazon, Myntra, Flipkart and Ajio and in top MBOs across India. Born in Surat, XYXX has been known to revolutionize the men's basics segment in the country. With innovative fabrics and contemporary designs, the brand offers something-for-everything. Founded in 2016 and having spent a few years in the US as a student, Yogesh was disappointed with the staid offering, unrelatable brands, quality of products and lack of product innovation in the men’s basics category upon his return to India. Soon after which he decided to take matters into his own hands, bringing to life XYXX, with the aim to make buying and wearing innerwear an enjoyable, fun experience for India’s young men. XYXX has also created waves in the market through its extensive loungewear collection spanning T-shirts, Pyjamas, Boxers, Joggers, Shorts and Lounge Pants. With the loungewear category experiencing massive growth across the world, XYXX ensures the Indian offering remains up-to-date, conscious, comfortable, functional as well as fashionable.
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