Today leggings are a must-have in every Indian women’s wardrobe. The leggings industry is becoming much more organised and more and more retailers are giving them a dedicated shelf-space. Reaching out to tier 2 and tier 3 cities, brands like De Moza, Missy, Lyra and Deepee Twister have expanded their product ranges to create a market for this new category. Images BoF takes a look.
The growth of leggings, as an independent product category in the Indian market began in early 2008. Initially regarded as a temporary fashion trend, leggings have now become a major segment, probably due to rise of organised retailers. According to Vinod Kumar Gupta, CEO and MD, Dollar Industries (Missy), “The legging business is growing by 50 percent a year and is one of the leading brands in this segment. Dollar inner-wear owns 15 percent of the branded hosiery market in India. Though fashion turned against leggings in the late 1990s, but in 2005, leggings made a “comeback” into high fashion.” However, getting a shelf space of 8-10 percent, the product category is still at a nascent stage as its price ranges are still pretty low to attain a bigger retail space.