For decades, lingerie shopping in India has been an uncomfortable and often frustrating experience for women. While fashion and technology have evolved, the lingerie landscape has remained outdated, unapproachable, and lacking in empathy. But why has it been this way for so long?

1. Lack of Education & Awareness

One of the root causes is the lack of education around lingerie and women’s intimate needs. Most women in India grow up without open conversations around bras, underwear, or breast health. Lingerie is treated as a taboo topic—discussed in hushed tones or behind closed doors—which leaves women clueless about sizing, fit, or different styles that could enhance comfort and confidence.

 2. Limited Sizes, Styles & Functionality

For the longest time, Indian stores carried limited sizes and outdated designs, catering only to a narrow set of body types. The idea of inclusivity—offering sizes for petite, plus-size, or differently shaped bodies—was virtually non-existent. Most women had to “make do” with ill-fitting bras, uncomfortable fabrics, or boring beige basics.

3. The Shopkeeper Barrier

Ask any Indian woman about her first lingerie shopping experience and chances are, she’ll mention a male shopkeeper pulling bras off a shelf in full view of other customers. The lack of privacy, understanding, or assistance from knowledgeable female staff often turned lingerie shopping into an awkward, transactional event rather than a personalized, body-positive experience.

4. Shame & Stigma

Cultural stigma plays a huge role in shaping how women view lingerie. For generations, it’s been seen as something to hide, something shameful—even though it's an everyday necessity. This stigma made women hesitant to explore options, ask questions, or prioritize comfort and style when it came to their innerwear.

5. Slow Retail Evolution

While the fashion and beauty industries in India evolved rapidly, lingerie retail remained stagnant. Brands didn’t invest in better design, fit technology, or customer education—leaving a massive gap between what women wanted and what was available.

Final Thoughts

The good news? Things are finally changing. With the rise of homegrown lingerie brands, body positivity movements, and online platforms offering privacy and personalized fits, Indian women are now reclaiming the lingerie shopping experience.

It’s long overdue—but the revolution has begun.