New Delhi, Jan. 13 -- Shapewear is quietly reshaping India's apparel landscape as demand shifts towards functional, everyday innerwear that affirms both confidence and body positivity.

From established players to startups, apparel brands are increasingly focusing on shapewear-body-hugging innerwear worn under clothes to provide support and improve fit-as it delivers steady demand even when fashion spending is weak.

Easy availability on quick-commerce platforms and strong discoverability on social media are repositioning shapewear from an occasional purchase to a wardrobe essential for young consumers, making it a niche, scalable growth category.

This all-season growth potential is driving both incumbents such as Reliance Retail, which ...