Undress bets on India’s premium men’s innerwear shift

Indian men’s innerwear is gaining room for fashion-led propositions as consumers spend more on branded products, fabrics and design. Against this backdrop, new luxury intimatewear label Undress has entered the market with actor and fashion personality Urvashi Rautela as the face of its launch.

The brand’s 13-style opening collection is priced at Rs 799–Rs 1,399, placing it above mass-market innerwear while remaining below several international luxury labels. Its products use a 90 per cent micromodal and 10 per cent spandex blend, with bold prints, colors and fitted silhouettes designed for occasions ranging from dates and holidays to weddings and honeymoons. 

Premium demand creates room for new labels

The addressable market is sizeable. Imarc estimates India’s premium male innerwear market at $815.8 million in 2025, with the segment projected to reach $1.4 billion by 2034, representing a 6.01 per cent CAGR. The broader male innerwear market was valued at $10.7 billion in 2025. 

Shradha Chaturvedi, Founder, Undress, says the opportunity lies in making men’s intimatewear a considered fashion purchase rather than simply an essential. Design, fabric and the occasion can all influence what a man chooses to wear, she avers

Digital-first launch tests willingness to spend

Undress is starting through its own online platform, with plans to extend distribution to fashion and lifestyle marketplaces. The model reflects wider category economics: research indicates online channels are becoming increasingly important for premium innerwear as younger shoppers research fabrics, fits and brands digitally before purchasing. Imarc Group

The challenge will be converting campaign visibility into repeat purchases. Established players such as Jockey, Lux and newer D2C labels already compete across premium fabrics, fit and style, raising the bar for customer retention.

Influenced by Parisian design

Undress is an Indian men’s luxury intimatewear label founded by Shradha Chaturvedi. Conceived in India, influenced by Parisian design and manufactured in Indonesia, it currently focuses on premium briefs and intimatewear. The digital-first brand plans marketplace expansion. Its launch marks its entry into India’s expanding premium innerwear segment