Adira Founder and Managing Director Deepa Vari on the rise of function-first innerwear, size inclusivity, responsible period-wear innovation and the brand’s plans to expand its product and manufacturing footprint
India’s innerwear market is moving beyond basic everyday products as consumers increasingly seek comfort, functionality, better fit and products designed around specific needs. From period panties and shapewear to activewear and extended sizing, the category is becoming more specialised. In an interview with BW Retail World, Deepa Vari, Founder and Managing Director, Adira, discusses the gaps in the market, changing consumer expectations, responsible innovation in period wear and the company’s growth roadmap.
Tell us about Adira and your journey with the brand
Adira’s journey began with identifying a clear gap in the Indian innerwear market. When we entered the category, there was a lot of focus on the appearance and basic functionality of innerwear, but not enough attention was being given to the actual problems women face while wearing these products.
Women spend a significant part of their lives wearing innerwear, yet the category has traditionally received much less discussion compared with other apparel segments. Issues such as uncomfortable fits, chafing, lack of proper sizing, period care and the need for different types of innerwear for different activities were not being openly discussed.
This gap became one of the reasons behind our approach. Instead of looking at innerwear as one broad category, we started looking at specific problems and consumer needs.
One of the biggest changes we have noticed over the years is the willingness of women to talk about these issues. Consumers today are much more informed and are not simply buying a product because it is available. They are asking questions about fabric, fit, size, functionality, comfort and how the product is supposed to be used.
We believe this is also creating a larger opportunity for the Indian innerwear industry. The category is moving from basic everyday innerwear towards more specialised segments such as period wear, activewear, shapewear, comfort wear and products designed for specific body types and lifestyles.
What are some of the key gaps in India’s innerwear market?
There are still several gaps in the Indian innerwear market, particularly when it comes to product education, responsible innovation and inclusivity.
For a long time, many products were designed around a limited understanding of the consumer. Women have different body shapes, lifestyles and requirements, but product options have not always reflected this diversity. Historically, the ‘36-28-36’ figure was widely promoted as an idealised women’s body measurement.
Another gap is that many women are still not fully aware of what they should look for when buying innerwear. The conversation needs to move beyond colour and appearance towards fit, fabric, function, hygiene and the actual purpose of the product.
We believe brands have a responsibility to communicate clearly. When a product is designed for a particular purpose, consumers should understand how it should be used and what its limitations are.
Could you elaborate on period panties and Adira’s role in the category?
Period panties have been one of the most important categories in Adira’s journey. I am a pioneer in the period-panties category in India and have been working in this space since its early days.
When period panties first started entering the Indian market, there was a need to educate women about how the product works and why it could be an alternative to some traditional period-care products. The category has grown considerably since then, but I believe there is still significant room for responsible innovation.
I do not believe innovation should simply mean creating a product that can absorb more and more blood or encouraging women to wear it for longer periods. This is where I have taken a strong position against ‘bleed-into’ panties.
I am particularly concerned about products marketed around the idea of allowing women to bleed into the underwear for prolonged periods. The conversation around period panties should not be reduced to how many hours a woman can wear a product.
Instead, consumers should understand the importance of changing products at appropriate intervals and maintaining proper hygiene during periods. The responsibility lies with both brands and consumers. Brands need to be careful about the claims they make, while consumers need enough information to understand how a product should be used.
We believe the next phase of period-wear innovation should focus on better construction, fit, comfort, usability and responsible design, rather than simply competing on absorbency or wear time.
What are today’s women looking for in innerwear products?
The Indian consumer has changed significantly. Earlier, women often had limited options and would choose innerwear based on basic factors such as size, colour and appearance. Today, the decision is much more detailed.
Women want products for different situations. Someone may want a particular type of innerwear for everyday use, another for exercise, another for periods and another for shaping or lounging.
This shift is creating several new sub-categories within the innerwear market. Social media and online shopping have also played an important role. Women can now research products, compare options, read reviews and learn about products before making a purchase. This has made consumers more willing to question brands and demand greater transparency.
How important is size inclusivity for the category?
One area where we believe the industry still has considerable room to improve is size diversity. Women’s bodies are naturally diverse, but historically, the innerwear industry has not always offered enough options across different body types.
At Adira, our size range currently extends from XS to 10XL, which is a key part of our positioning. Such a wide size range remains relatively uncommon within the innerwear category.
For us, size inclusivity is not simply about adding more numbers to a size chart. It is about ensuring that women across body types have access to products that actually fit well and provide the required support and comfort.
We believe the next stage of the industry should move towards more inclusive product development, rather than treating extended sizes as an afterthought.
How is the Indian innerwear market changing?
We see the Indian innerwear market as one of the fastest-changing apparel categories. Globally, the industry has already seen strong growth in segments such as athleisure, period care, shapewear, comfort wear and functional innerwear. Similar trends are now becoming increasingly visible in India.
However, Indian brands cannot simply copy products from international markets. India has different weather conditions, lifestyles, body types, cultural attitudes and price expectations. Products, therefore, need to be developed with Indian consumers in mind.
We see a major opportunity for Indian brands to build products specifically suited to these requirements.
What is driving the shift from basic innerwear to function-first products?
We believe the biggest shift happening in the category is the move from appearance-first to function-first innerwear.
Women still care about how products look, but that is no longer the only deciding factor. A product needs to solve a problem.
For example, a woman who is exercising wants innerwear that supports movement. Someone looking for period underwear has different requirements. A woman looking for shapewear has another set of expectations, while someone buying everyday innerwear may prioritise breathability and comfort.
This growing demand for specialised products is creating opportunities for brands to innovate across different categories.
Could you share details about Adira’s product portfolio and upcoming plans?
Adira currently has a portfolio that includes everyday innerwear, period panties, shapewear and comfort-focused products, while continuing to explore new categories.
Our approach to product development is based on identifying an actual consumer need rather than launching products simply because a particular category is trending. We are also looking at new launches and expanding our manufacturing capabilities as the business grows.
Manufacturing expansion is an important part of the next phase because scaling a brand is not only about increasing the number of products. It is also about ensuring that quality and consistency are maintained as volumes increase.
We want to continue building our own identity within the Indian innerwear market rather than competing only on price.
What does the future look like for Adira?
Looking ahead, we see a significant opportunity for Adira as the Indian innerwear market becomes more organised and specialised.
We plan to continue expanding our product range in India and international markets, introduce new products and strengthen our manufacturing capabilities. However, we believe growth should happen alongside greater responsibility within the category.
For us, the innerwear industry has an opportunity to create a much more informed conversation with women — one where consumers understand what they are buying, why they need it, how it should be used and whether it genuinely works for them.
We believe the future of the category will be shaped by functionality, better product design, inclusive sizing, responsible innovation and stronger consumer awareness.
The larger vision for Adira is, therefore, not only to sell more products, but to become a brand that women associate with better choices, better information and products designed around their real needs.
