Underwear. The Indian demand is oriented towards comfort
During the lockdown, Indian women have switched to more comfortable lingerie products. Underwired push-ups, “balconettes” and lace varieties have given way to underwire-free bras, basic and comfortable underwear and soft sleepwear like T-shirt and shorts sets. “Compared to the beginning of the year, post-lockdown volumes have tripled,” says Ayyappan Rajagopal, C.E.O. of Myntra. “In terms of buying trends, women are now looking for lasting comfort’’. Whilst fitting rooms remain closed, Marks & Spencer extended the refund and exchange period to 90 days. Customers can collect clothes to try at home and change them later.