India, July 16 -- Dominated for years by names like Jockey, Triumph, and Amante, and more recently by the likes of Reliance-owned Zivame and Clovia, India's innerwear market is one where new-age brands are seeing a clear opportunity to disrupt.

Firstly, the market is projected to reach $20 Bn by 2030, but the key in the innerwear category is finding the right GTM. For Underneat, that niche is shapewear.

While this small segment has existed in the Indian market for some time, it wasn't until around 2022 that the segment began to see significant consumer traction.

The global cultural influence and the rise of brands like Spanx and SKIMS have normalised shapewear as an everyday essential but in India, no brand has truly owned the space. I...