Japanese lingerie brand Wacoal, founded in 1946, made its way into Asian markets in the 1970s, entered the U.S. in 1985, and expanded to Europe in 1990. In December 2015, the brand set foot in India, bringing its decades-long expertise in crafting high-quality lingerie to Indian consumers. With over 75 years of heritage, Wacoal has built a global reputation for blending comfort, style, and functionality. In India, the brand is committed to catering to modern women who seek premium lingerie that not only fits well but also makes them feel confident. “Our collection features a variety of bras, panties, shapewear, and sleepwear designed with superior craftsmanship to offer the perfect blend of support and elegance,” says Pooja Merani, COO of Wacoal India.
Wacoal has built a solid retail presence in India, spanning exclusive brand outlets (EBOs), large-format stores (LFS), multi-brand outlets (MBOs), its official website, and leading e-commerce platforms. The brand is actively working on expanding its footprint to ensure easy accessibility for Indian women seeking premium lingerie.
Tapping into India’s Growth Potential
The Indian lingerie market is witnessing rapid growth, fueled by changing consumer preferences, rising disposable incomes, and a stronger emphasis on self-care and body positivity. This shift presents a major opportunity for Wacoal’s expansion in the country.
“As Indian shoppers increasingly look for well-crafted, stylish, and comfortable lingerie, Wacoal’s focus on quality and fit positions us perfectly within this evolving landscape,” Merani explains. She notes that the boom in online shopping has further accelerated Wacoal’s growth, allowing the brand to reach a wider audience. Consumers today prioritize factors such as premium fabric, inclusive sizing, and a seamless fit—trends that Wacoal is well-equipped to address. Additionally, the body positivity movement has created a demand for lingerie that empowers women to embrace their natural shape with confidence.
Currently, Wacoal has a strong presence in key cities like Mumbai, Delhi, Bangalore, Kolkata, and Chennai, while also expanding into emerging Tier 1 and Tier 2 markets. Its growing online presence ensures that customers across the country can conveniently shop from home through a smooth, user-friendly interface and secure payment options.
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“We are making strategic investments to strengthen our retail presence further, whether through new store openings in major cities or expanding our reach within multi-brand outlets and online marketplaces,” Merani shares.
Future Roadmap
Over the next five years, Wacoal’s growth strategy will focus on product expansion, inclusive sizing, and the use of sustainable fabrics. The brand is also set to enhance its digital capabilities, improve customer engagement, and streamline operations to create a seamless shopping experience.
“Our goal is to increase our online-to-offline business mix from the current 15% to 30% in the next financial year,” Merani reveals. She explains that Wacoal will leverage omnichannel retail strategies to optimize inventory management and ensure better accessibility for customers. Expanding both online and offline channels will allow the brand to serve a larger audience while maintaining high standards of quality and fit.
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Beyond expansion, Wacoal is also investing in consumer education to highlight the importance of well-fitting lingerie and premium materials. “As India’s economy continues to grow, we are focusing on launching new product lines, broadening our size range, integrating technology for a superior shopping experience, and developing innovative designs that offer exceptional support and comfort,” Merani concludes.
