Online portals are boosting sales in India’s intimate apparel market and eliminating the discomfort associate with lingerie shopping in the country.
According to Zivame.com, an online luxury lingerie retailer in India, women buy lingerie two to three in high street stores, while on online boutiques, sales are two twice as high.
“Lingerie as a category is still a taboo and a lot of social discomfort is associated with it. In e-commerce, a consumer can explore newer options which she might otherwise feel embarrassed to buy in offline stores,” the retailer told fibre2fashion.
Earlier this year, the general body of the Brihanmumbai Municipal Corporation (BMC) passed a proposal to ban the display of lingerie mannequins in shop windows.
Representatives believe the ban will reduce the number of sexual assaults on women in the city, which has the second highest number of rapes in the country.
The proposal was made by Rita Tawade, a member of Shiv Sena, the Hindu nationalist political organisation.
She said at the time: “Mannequins displaying two-piece clothes or other lingerie are corrupting the minds of people and are against the morals of the society. This affects the mindset of men towards women and they see her as a commodity.”