Picture a lively shop in Mumbai's Colaba neighborhood, where a woman browses through arrays of soft lace and bold satin, hunting for lingerie that complements her figure and boosts her self-assurance. Across India's cities, countless women with fuller figures have long grappled with scarce choices in plus-size undergarments, frequently making do with uncomfortable fits or skipping them entirely. Today, however, a subtle yet powerful shift is emerging. Designers and companies in regions such as Maharashtra, Karnataka, and Tamil Nadu are championing diversity, reshaping notions of attractiveness within the undergarment sector.

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An Expanding Sector Encounters Societal Evolution

The worldwide market for plus-size clothing, pegged at USD 311.44 billion back in 2023, stands poised to climb to USD 412.39 billion come 2030, advancing at a steady 4.1% compound annual growth rate from 2024 onward. This expansion mirrors a notable uptick in buyer expenditures globally. In India, the momentum is especially strong in metropolitan areas like Delhi, Bangalore, and Chennai, bolstered by higher earnings and shifting perspectives on embracing all body types. Females, commanding a 52.20% slice of the global plus-size revenue in 2023, spearhead this transformation, pursuing undergarments that honor their forms instead of adhering to antiquated norms.

Delving deeper, the intimate lingerie arena, valued at USD 15.1 billion globally in 2023, anticipates growth to USD 23.1 billion by 2032, with a 5.1% CAGR. This surge stems from greater embrace of varied physiques, heightened calls for pieces that foster personal expression and poise, and a millennial demographic prioritizing self-affirmation and diversity. Brands are broadening their assortments to accommodate different dimensions and contours, propelled by a commitment to inclusiveness. In the Asia-Pacific zone, expenditures hit roughly USD 5.81 billion on such items in 2023, with nations like India witnessing increased adoption via online shopping and Western cultural impacts promoting body acceptance.

In Maharashtra, stores in Mumbai and Pune now feature broader sizing options, with local favorites like Zivame and Clovia extending lines to include US 14-plus. These efforts address the demand for supportive, fashionable pieces that suit everyday life. Over in Karnataka, Bangalore's innovation hub sees platforms such as Myntra teaming up with area creators to deliver collections merging ease and elegance, tailored for tech-savvy shoppers. Tamil Nadu's Coimbatore, a fabric powerhouse, observes artisan producers testing flexible patterns with airy materials ideal for the region's muggy weather. This evolution transcends mere sales; it confronts entrenched cultural biases favoring slenderness as the pinnacle of allure, encouraging a wider dialogue on self-worth.

Furthermore, the plus-size apparel landscape, estimated at USD 119.4 billion in 2024, eyes USD 202.4 billion by 2034 at a 5.5% CAGR. Comfortable, adaptable, and chic designs fuel this, alongside advocacy for body acceptance. In India, national health data from 2019-2021 reveals 40% of women facing abdominal obesity, spotlighting the need for inclusive options, including intimates. This aligns with global patterns where e-commerce breaks barriers, offering personalized fits and equitable costs.

A Sobering Look at Runway Trends

Advancements notwithstanding, the fashion world's dedication to diversity wavers. A Vogue Business analysis of Autumn/Winter 2024 collections disclosed that merely 0.8% of 8,800 ensembles from 230 events in major fashion capitals spotlighted plus-size models (US 14+), alongside 3.7% for mid-size (US 6-12). This dip from the prior season's 0.9% plus-size and 3.9% mid-size figures indicates some labels backtracking on prior diversity pledges, reverting to predominant slim-line presentations.

The breakdown by city underscores Milan's lag, with 99% slim-size displays, while London leads with 2.4% plus-size inclusion. Brands like Alexander McQueen and Moschino shifted to fully slim casts this cycle, contrasting past seasons. Yet, pioneers such as Sinéad O'Dwyer and Ester Manas persist, with the latter venturing into lingerie up to XXXL, aiming to empower varied forms. As one founder noted, their mission is to "magnify as many bodies as possible." In India, events in Delhi and Mumbai echo this critique, often favoring narrow silhouettes and sidelining fuller figures.

Nevertheless, in Gujarat and Haryana, community-led initiatives counter this. Ahmedabad's style showcases highlight creators advocating diversity, presenting lively plus-size ethnic garments that extend to undergarments. Gurgaon's business epicenter sees social media influencers on X platforms boosting positivity drives, pressing firms to mirror India's multifaceted physiques. These local strides, though modest, affirm that transformation can bubble up from grassroots, outpacing international catwalks.

Expanding on this, the industry recognizes diversity's business perks. Agents note emerging labels see quick financial gains from inclusive shows, suggesting at least four to six diverse looks per collection to align with consumer offerings. This resonates in India, where growing awareness fuels demand for representative modeling.

Insights from Local Perspectives

In Telangana and Uttar Pradesh, discussions on fuller-figure intimates gain traction via grassroots efforts. Hyderabad's style groups organize temporary bazaars where specialty lingerie makers join forces with experts for custom adjustments. Lucknow's renowned chikankari crafters modify their techniques for wider sizing, fusing heritage with contemporary ease. Such moves appeal to buyers craving designs anchored in tradition without sacrificing suitability.

Kolkata in West Bengal, rich in creative legacy, experiences a boom in niche labels emphasizing diversity. Creators draw from local weaving customs to craft fuller-size undergarments using permeable cotton and detailed stitching, suiting regional preferences. In Kerala, amid rising body acceptance among youth, companies trial eco-friendly textiles for environmentally aware clients. These area-specific advances underscore a key point: diversity extends beyond measurements it's crafting for authentic existences, weathers, and heritages.

Brands like Adira and Savvyy in India cater specifically to curvier frames, offering ranges from bras to slips, prioritizing comfort and flair. International names such as Wacoal and Glamorise also penetrate the market with supportive, confident-boosting pieces. E-commerce giants like Myntra list diverse options from labels including Bodycare and Beera, making access easier across states.

Obstacles Under Scrutiny

The drive toward diversity faces obstacles. Plus-size model Skye Standley, once hailed in promotions for Savage X Fenty and others, shared in a 2025 Guardian piece the struggles of recent years. "The past two years have been really challenging," she expressed, pointing to widespread marginalization. This mirrors sentiments in India's capital, where emerging fuller-figure models battle for gigs amid rising calls for visibility.

The advent of drugs like Ozempic has intensified a retreat from body acceptance, with models noting a 2023 pivot. Reports show drastic drops in plus-size bookings across fashion weeks, from 70 to 23 in New York alone. Online vitriol surges, with brands like Snag fielding daily gripes about "too fat" representations. Models like Tess Holliday lament the swift downturn, seeking alternative gigs amid mental strain.

Sellers in Tamil Nadu and Karnataka confront practical issues. Crafting larger lingerie demands unique templates and extra material, hiking expenses for modest operations. In countryside spots of Uttar Pradesh and West Bengal, sparse availability persists as digital retail trails cities. Still, inclusive investments yield profits. North America, grabbing 43.97% of the global plus-size share in 2023, saw the U.S. claim 82% regionally, demonstrating diversity's viability.

Technological aids like AI fittings and sustainable fabrics offer solutions, enhancing comfort and eco-appeal. Acquisitions such as Full Beauty's of Eloquii expand bra ranges to band 58 and cup O, signaling commitment to fuller fits.

A Lasting Wrap-Up

As dusk falls on Bangalore's lively bazaars or Delhi's teeming shopping centers, the thrust for diversity in fuller-figure intimates transcends fleeting fads it's a drive for self-embrace and societal shift. Spanning Maharashtra's stores to Kerala's green ventures, India's style scene gradually welcomes variety. Figures narrate a portion: a worldwide sector eyeing USD 412.39 billion by 2030, led by women. Yet, the core narrative unfolds with individuals who, through each try-on, insist on visibility, acclaim, and assured attire. As enterprises across India's cores respond, they weave not merely undergarments but a tapestry of greater equity.

Frequently Asked Questions

What is driving the growth of the plus-size lingerie market globally?

The plus-size lingerie market is experiencing significant growth due to increased body acceptance, higher consumer spending, and millennials prioritizing self-affirmation and diversity. The global plus-size clothing market is projected to reach USD 412.39 billion by 2030, with women commanding 52.20% of the market share. The intimate lingerie sector specifically is expected to grow from USD 15.1 billion in 2023 to USD 23.1 billion by 2032, driven by brands expanding their size ranges and embracing inclusivity.

Which Indian cities and brands are leading the plus-size intimate wear revolution?

Major Indian metropolitan areas like Mumbai, Pune, Bangalore, and Chennai are spearheading the plus-size intimate wear movement. Local favorites such as Zivame and Clovia have extended their lines to include US size 14-plus, while platforms like Myntra partner with regional creators to offer collections that blend comfort and elegance. Additionally, specialized Indian brands like Adira and Savvyy cater specifically to curvier frames, offering everything from bras to slips with a focus on both comfort and style.

What challenges does the plus-size intimate wear industry face despite growing demand?

Despite market growth, the industry faces significant obstacles including limited runway representation (only 0.8% of fashion week models are plus-size), practical manufacturing challenges with unique patterns and higher material costs, and recent backlash against body positivity movements. The rise of weight-loss drugs like Ozempic has intensified a retreat from body acceptance, with plus-size model bookings dropping dramatically. However, technological solutions like AI fittings and sustainable fabrics, along with successful acquisitions expanding size ranges, demonstrate the industry's commitment to overcoming these challenges.

Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.

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Uncomfortable underwear shouldn't steal your confidence. At Andcircus, we craft ultra-soft, sustainable Lenzing Micro Modal innerwear for every body, XS to 5XL. From briefs to bras, our custom packs fit you perfectly. Shop risk-free with our 100% satisfaction guarantee and embrace comfort that includes everyone. #LoveEveryBody. Shop Now!