The men’s innerwear market is no longer confined to being a quiet corner of the fashion industry. Today, it is a dynamic and rapidly evolving segment, reshaping consumer expectations and industry standards alike. What was once a purely functional category has now transformed into a statement of style, identity, and comfort. This revolution is particularly pronounced in India, where cultural shifts, rising awareness of global trends, and a new focus on self-expression are driving unprecedented growth. 

The Changing Perception of Men’s Innerwear

Historically, men’s innerwear was seen as a purely utilitarian necessity—basic, functional, and often overlooked. However, shifting attitudes towards masculinity, personal grooming, and self-expression have sparked a reimagining of this segment. 

Today’s consumers are looking for innerwear that reflects their individuality, comfort, and lifestyle. Bold colours, innovative patterns, and elevated designs are no longer exclusive to women’s fashion. Indian men are increasingly embracing these elements, understanding that style starts with what’s closest to their skin.

This transformation has been further driven by global influences, as international brands and influencers normalise innerwear as an extension of personal style. Social media has played a crucial role in amplifying conversations around self-care, empowering men to prioritise comfort and confidence in their innerwear choices.  

Key Drivers of Industry Growth

1. Comfort as the New Luxury

Comfort has always been a cornerstone of innerwear, but modern innovations are redefining what comfort means. Indian consumers, who face diverse climatic conditions, are demanding breathable, moisture-wicking, and skin-friendly fabrics. 

Fabrics like organic cotton, bamboo blends, and micro-modal are gaining popularity for their softness and sustainability. The integration of Lycra ensures a perfect fit while catering to the need for stretch and durability. Men are now looking for innerwear that adapts to their active lifestyles, whether it is lounging at home, hitting the gym, or enduring long workdays in humid weather.

2. The Rise of Multifunctional Innerwear

Today’s consumers expect versatility in their wardrobes, and innerwear is no exception. The line between innerwear, loungewear, and activewear is increasingly blurring, with products designed to transition seamlessly between activities. 

For example, boxer briefs that double as gym shorts or undershirts that can be worn standalone are becoming the norm. This shift is also driving collaborations between innerwear brands and athleisure designers, creating products that offer style, performance, and functionality in equal measure. 

3. Inclusivity in Fit and Style

Inclusivity is reshaping the innerwear landscape. Men come in diverse shapes, sizes, and preferences, and the industry is finally responding to this reality. Brands are expanding their size ranges, catering to both ends of the spectrum, and offering designs that celebrate individuality.

There is also a growing acceptance of experimental styles. Unisex and gender-neutral designs, once considered niche, are entering the mainstream, challenging outdated notions of masculinity and providing men with more options to express themselves. 

4. Sustainability Takes Centrestage 

Sustainability is no longer a trend; it is a demand. Conscious consumers are prioritising eco-friendly choices, and the innerwear industry is stepping up to the challenge. 

From using organic and recycled fabrics to adopting processes that reduce water consumption and waste, brands are embracing green practices. Innovations like plant-based dyes and biodegradable packaging are gaining traction, appealing to environmentally aware shoppers without compromising on aesthetics or comfort. 

5. Technology-Driven Innovation 

Advancements in textile technology are revolutionising the innerwear industry. Seamless designs, 3D knitting, and antimicrobial treatments are becoming standard features, enhancing both functionality and durability. 

For instance, sweat-resistant and odour-neutralising fabrics are increasingly popular among consumers with active lifestyles. Similarly, ergonomic designs and body-mapped fits ensure maximum comfort for prolonged wear, addressing common pain points like chafing and restricted movement. 

The Indian Market: A Rising Star 

India’s men’s innerwear market is experiencing remarkable growth, with estimates projecting a CAGR of 7-9 per cent over the next few years. This growth is fuelled by several factors:

  • Urbanisation and Disposable Incomes: A younger, urban demographic with rising disposable incomes is willing to invest in premium products that offer better quality and design.

  • E-commerce Boom: The rapid expansion of online retail has made high-quality innerwear accessible to consumers in even the most remote areas. Platforms now feature detailed size guides, fit recommendations, and return policies, simplifying the purchase process.

  • Cultural Shift: Conversations around self-care and body positivity are gaining traction in India, encouraging men to prioritise their comfort and appearance. 

Challenges and Opportunities

Despite its rapid growth, the men’s innerwear industry faces several challenges. The Indian market is still highly price-sensitive, and balancing affordability with premium quality remains a key hurdle for brands. Additionally, awareness of sustainable and inclusive practices, while growing, still requires further consumer education. 

On the flip side, these challenges present immense opportunities. The rise of direct-to-consumer (DTC) brands, influencer marketing, and localised designs are reshaping how brands engage with their audience. Regional influences, cultural motifs, and personalised shopping experiences are emerging as differentiators in this competitive space. 

What Lies Ahead

The future of men’s innerwear lies in continuous innovation and alignment with consumer values. Emerging trends like body-positive campaigns, AI-driven fit recommendations, and eco-friendly production processes are expected to dominate the industry. As men’s innerwear continues to evolve, it will remain an essential part of how men define comfort, confidence, and style. 

The revolution is here, and it is set to change the industry, one stitch at a time.