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Lingerie Show Held in Mumbai

October 2004

Indian Societies growing fascination and obsession with well groomed and toned bodies has triggered a latent demand for exquisite and high quality innerwear. The otherwise neglected Lingerie Landscape is witnessing a spur of activities with the influx of foreign brands. In view of the trend, a lingerie trade show was held on 30th September 2004 at St. Andrews Auditorium, Bandra to promote and create awareness about Indian brands in the trade circles. The show aptly titled Inner Secrets: The Lingerie Show 2004 was organised by ITEAM Events along with CMAI (Clothes Manufacturing Association of India). The main aim of the show was to provide a platform for the Indian manufactures to interact with resellers and retail chains across the length and breadth of the country, thus providing an opportunity to create awareness of Indian brands among the trade and explore the opportunities of this sunrise segment.

The evening witnessed a dazzling display of designer lingerie with models maneuvering the ramp in sensational innerwear. The packed auditorium included senior management from various leading brands, members from the reseller community, Lingerie Exporters, Lingerie Boutique owners, etc from the Fashion and Lingerie Industry. The Chief Guest for the occasion was Premal Udani, Chairman of the Clothes Manufactures Association of India and the Guest of Honour was Rajesh Bhagat, Editor and Publisher, Apparel Magazine.

The figure conscious Indian woman has progressively understood the need for proper innerwear to complement an attractive outer appearance. These trends have led to a stupendous growth in Indian Lingerie Market says Premal Udani, the Chairman of the Clothes Manufactures Association of India. The presence of multiple retail chains including the likes of Shoppers Shop, Globus, Amarsons etc reiterated the increasing scope of Lingerie in the country.

Says Yusuf Dohadwala, CEO, iteam Events, The rapid increase in demand has resulted in the entry of multinationals including Lovable, Jockey, Vanity Fair etc. The lingerie market in India is estimated at about Rs. 1600 Rs. 1700 crore with a growth rate of 12% per annum. The medium and high segments account for Rs. 160 crores. The unorganized segment largely dominates the market and along, with regional brands, accounts for 77% market share. However, there has been a dearth of information about the segment, as it is comparatively neglected.

The Show featured sequences from leading Indian brands like Cream Creations, Libra, Lady Care, Valentine Nightwears, Sona, Little Lacy, City Girl, Simran. The Response from the trade and retail chains was enormous, this show was a shot in the arm for many Indian brands, affirms Rajiv Padwal, Director, Cream Creations, a leading Indian brand.

The breath-taking show was choreographed by fashion choreographer Shakir Shaikh and attended by over 800 delegates from the trade community. The Show also had consumers in attendance. Says Deepti Verma, a housewife, The designs on display were an eye opener to the amazing range available with the Indian brands.