The intimate apparel industry, despite being the fastest growing sector of the textiles and apparel industry in India, has been an almost closeted industry. And this lack of visibility has set the industry back by more than a decade, lagging behind its global counterparts.

Intimasia, India's largest fashion trade show dedicated to lingerie and intimate wear, is poised to challenge this development. The trade show will be held at the Adlux International Convention and Exhibition Centre in Ernakulam, Kochi, from 8-10 March 2018, bringing all industry stakeholders together to contemplate the existing pitfalls in the industry and decide on a way forward.

“Inner Secrets magazine, with an experience of steering through the country’s highly unorganised intimate apparel industry for more than a decade, is the spearheading force behind this event,” organisers report. “And given their thorough understanding of the industry and the market it caters to, it is of no surprise that they have chosen Kerala, the most promising state in India for intimate wear business, as the destination of the first edition of Intimasia.”

Great demand

More than 70 intimate apparel brands from all over the country will participate and exhibit their designs and products at the exhibition. Intimasia is an opportunity for all the brands to infiltrate the Kerala market, where there is a great demand for branded intimate wear products.

“Intimasia will be the largest intimate apparel trade event in India. It's only apt that we host the event in Kerala where the intimate apparel industry is projected to have an annual turnover of INR 5000 crores,” said Yusuf Dohadwala, the CEO of the Intimate Apparel Association of India. Mr Yusuf predicts that lingerie market in India is slated for a revolution that will be kickstarted at Intimasia, with the proliferation of brands entering the highly rewarding Kerala market.

Favourable market

With a high literacy rate of 94% and a continuing economic growth of the state resulting in a considerable rise in the per capita income of the Keralites, Kerala represents a market with a high demand for high quality products, including branded intimate wear, organisers explain. However, the current multi brand outlets are not enough to meet the existing demand.

“The intimate apparel market in Kerala is mostly occupied by local brands. So, all the popular pan-Indian brands will be coming to Intimasia with the hopes of exploring this favourable market and expanding their businesses to the state. Kerala has been ranked second by the World Bank in the Investment Climate Index among all states of India. The ranking speaks volumes about Kerala being one of the best places to set up a business,” organisers say.

Platform for networking

Intimasia will be a three-day affair with constant industry interaction. From brands to manufacturers, retailers to distributors, agents to consumers, everyone will be present at the event to engage and strategise.

There will be workshops and seminars hosted by industry experts, fashion shows, talk shows, gala dinner and more at the event. Sheela Kochouseph, the Managing Director of Kerala's leading intimate wear brand V-Star Creations, and Sanjay Dawar, Managing Director of Bodycare Creations, will be present at Intimasia with their years of experience in the industry. All retail giants, foremost distributors of Kerala will also be present to provide valuable insight into the workings of the industry in Kerala.

www.intimasia.co.in