Can shapewear become India’s next billion-dollar innerwear opportunity?

Women now want comfort, not just a slim look. The brands that understand this will win.

For years, shapewear in India was something women wore only for weddings and big functions. It was tight and uncomfortable, and nobody talked about it. That has now changed.

In August 2026, Reliance Brands Limited announced an exclusive long-term partnership with SKIMS, the US brand founded by Kim Kardashian and Jens Grede in 2019. Its first stores will open in Delhi and Mumbai, followed by a phased expansion across physical and digital channels. The move shows that Indian shoppers now want global premium brands, and that Indian women want something different from their innerwear.

But the real story is not about a celebrity brand. It is about comfort, fit and trust.

Numbers that fit perfectly

• India's shapewear market was worth $101.5 million in 2025.
• It is expected to reach $202.6 million by 2033, growing
  about 9% a year.
• Underneat reached ₹200 crore in annual revenue run rate
      within a year of launch.
• Underneat has a 93% customer satisfaction score.
• Shapewear's share of Wacoal India's business grew from 2%
  before the pandemic to 7% in 2026.
• Zivame had more than 175 exclusive stores by mid-2026.
• A Zivame franchise store needs a starting investment of ₹20
  lakh.

From hiding to comfort

Earlier, shapewear had only one job. It had to make you look thinner, even if it hurt. Today's buyers, especially Gen Z and millennials, want more. They want to breathe. They want pieces that don't show under clothes. They want sizes that fit Indian bodies.

Social media helped a lot. Women began talking openly about fit, comfort and confidence, and influencers posted honest reviews. This removed the shame around shapewear. Shoppers are also moving away from unbranded innerwear to brands that offer better quality and reliable fits.

Still, brands must be careful. Shapewear is meant to change how the body looks. So when brands talk about body positivity while selling tight garments, buyers can spot the mismatch.

Brands finally listen to women

New and old brands now agree on one thing. The industry ignored what women really wanted for too long.

“India’s innerwear category has been underloved for decades with assumptions about what women want,” said Vimarsh Razdan, co-founder and CEO of Underneat. “What Underneat has proven in 12 months is that when you close that gap with the right product and genuine consumer trust, the market responds at a pace that even surprises us.”

Older players are saying much the same. “At Enamor, we don’t follow the category; we lead with thought leadership and disrupt with boldness,” said Shekhar Tewari, CEO and Executive Director of Modenik Lifestyle, which owns Enamor, Dixcy Scott, Slimz and Levi’s Essentials. “As a brand, we are enabling women to own their space, and their narratives, unapologetically.”

The results show across the market. Underneat, started by actor-entrepreneur Kusha Kapila and fashion veteran Razdan, sold over 9 lakh units to more than 6.5 lakh customers by June 2026. At Wacoal India, shapewear now makes up a much bigger part of the business than before. Enamor is putting money into corsetry, shapewear, athleisure and loungewear. Clovia, part of the Reliance Retail portfolio, sells shapewear as part of its focus on comfort and versatility. Newer brands like Invogue, ButtChique and The Active Story are making products for different body types and outfits.

Taking shapewear closer to shoppers

Shapewear is hard to buy online. Buyers need to know the right size, how tight it is and when to wear it. That is why brands are opening stores where women can get help with fit.

“As we continue to strengthen our retail presence across India, our focus remains on making the Zivame experience more accessible to women in key markets,” said Kiruba Devi, COO and Head of Zivame.

Razdan also sees plenty of room to grow. “₹200 Crore ARR is a validation of the model, but it’s also a signal of how large the opportunity still is,” he said.

Each brand is going about this in its own way. Zivame started online and now has more than 175 exclusive stores. It recently opened its first franchise store at Paras One33 Mall in Noida.

Underneat is building its own store network along with online sales. Enamor depends on its wide retail network, and SKIMS will sell through both stores and online platforms.

Franchising is a smart move

It helps brands reach Tier II and Tier III cities, where people still like to try before they buy. Zivame’s franchise investment starts at ₹20 lakh, and some formats need ₹25 to 40 lakh. This also gives women entrepreneurs, lingerie retailers and fashion store owners a chance to enter the business.

Good news for suppliers too

The growth helps businesses behind the scenes as well. Fabric makers working with nylon, cotton and Lycra need material that supports the body without squeezing too hard. Local garment makers can design for Indian bodies and Indian weather. Suppliers of elastic, trims and packaging will see more demand. Tech firms that help with sizing and fit, and delivery companies that serve online and quick commerce brands, will also gain.

The bottom line

Shapewear’s growth is not really about looking slim. It is about brands finally listening to women. The market may double by 2033, but not every brand will win. The winners will offer comfort, good fit, many sizes and fair prices and they will get it right both online and in stores.