Strategic tools for the practising manager

KIT

THIS WEEK: The premium intimate wear market in India.

The premium intimate wear market in the country is worth Rs 949 crore. Women's wear category accounts for 74 per cent of this market.

Indian women on an average spend five times a year on premium lingerie.

The annual per capita spend on intimate wear is highest in the northern and southern parts of the country, that is, Rs 7,800 in both regions.

Western India is marginally behind with an annual per capita spend of Rs 7,700, while for the eastern region, the figure is Rs 5,100.

Consumers in metropolitan cities spend Rs 8,200 a year per household, whereas their counterparts in non-metros spend only Rs 5,500.

For 86 per cent of women buyers, good fit and comfort, besides brand, are the major motivators in intimate wear purchases.

The younger generation, that is, up to 30 years, spends the most on lingerie "" about Rs 12,900 a year. The figure for the older generation is a much lower Rs 5,800.