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Planning to buy new lingerie? Say bye-bye to boring! Here are six women led lingerie brands in India, for all your lingerie needs!
Today, inner-wear is not just a piece of clothing, it can also be a sense of expressing one’s style. Leading the charge and expanding the market are some talented women entrepreneurs – who are giving women the choices they always wanted.
I remember the days when women were asked to hide their bra straps because ‘inner-wear’. Today, there is an explosion of styles and choices, and lingerie has got its rightful place in the Indian woman’s wardrobe. The major credit for this goes to the many new brands entering the market.
The plus point? Many of these new lingerie brands in India are run by women.
Because who understands women’s lingerie better than a woman?
Here is a list of 6 lingerie brands in India run by women. Whether it is underwires, bralettes, shorts, or cups, and above all, comfort, these brands offer it all.
The Underworld.co was founded in 2017 by design professional, Joyita Banerjee. The company came into being because of the lack of graphic design, prints and comfort lingerie, specifically underwear.
Their undies are fun and relaxed. And their loose ‘drapey’ ready-to-sleep wear is something you can throw on and lounge about in when you don’t feel like getting dressed.
The Underworld.co’s debut collection—’Bummer’—was launched in August 2018. The brand seeks to de-prioritise the ‘sexy’ tag from women’s lingerie and rejects the male narrative of feminine sensuality.
Brag was born out of a shared passion between Simeran Bhasin and Ivy Chin – classmates & best friends. It is India’s first and only teen inner-wear brand.
The brand reflects Founders, Simeran Bhasin and Ivy Chin’s core beliefs as women – to challenge the silly notions that people have about girls and women in general.
Brag’s vision is “to get girls out of the closet and onto the streets.” This reflects their own vision, to see girls grow with confidence and strength, to voice their opinions and follow their hearts rather than what’s in everybody else’s heads.
Brag alludes to the “care-less confidence” of the bold, spunky, cheeky BRAG girl who has earned her bragging rights and fearlessly expresses herself. The brand is defined by its uniquely designed bralettes that challenge the notion of bras being made to hide.
Arpita Ganesh a.k.a the Bra Queen of India is one of the pioneers as a woman who launched a lingerie brand. Her lingerie brand, Buttercups, is available both offline and online in India.
Buttercups has made choosing lingerie a lot easier. The brand offers personalised sizing, fitting, to consultations based on every woman’s requirements, they care for you and how you feel in your underwear.
After working with firms like India Today, Neha Kant started her own entrepreneurship career with Clovia. They offer smooth and silky, plush and pretty lingerie, the kind that fits your body like a glove and feels like second skin.
The company goes by the line, ‘There’s a little bit of Clovia in all of us and our intimates are not to be worn they are to be experienced.’ And we do feel that, don’t we?
With Inner Sense, Neerja Lakhani came up with India’s first premium organic antimicrobial lingerie. Inner Sense is the flagship brand of Green Ideology, an organic cotton and bamboo fibre manufacturing company. It was founded by Neerja along with Abhishek Lodha.
Inner Sense understands the smallest of health problems and designs thoughtful, healthy products to solve them. The brand claims to offer skin-friendly products with unique fibre that has natural anti-bacterial and anti-microbial properties.
It gives products made of super-soft, organic cotton grown without harmful pesticides. Started with just eight styles the brand now has more than 60 styles in primarily two products – brassieres and panties.
Padded, non-padded, wired, non-wired, and cushioned, Inner sense offers all kinds of bras. The brand also has a panties’ line that offers bikinis, thongs, boy shorts. All of this is present in a number of colours.
After seeing very little plus size market for lingerie in India, Raksha Shetty launched Xxllent.com. The brand is about giving fashion choices to plus size people, so that they can live the way they want to.
Xxllent houses both womenswear and menswear, across India. It offers western, casual, couture wear, inner-wear, sleepwear, and sportswear categories.
The sizes start from ’L’ and goes up to 8XL. It also plans to introduce the largest online sizes available in India – 9XL and 10XL – shortly.
Picture credits: Unsplash
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