INTIMASIA set to get Kerala atop the brand wagon

The intimate apparel industry, in spite of being the fastest growing sector of the textile and apparel industry in India, has been an almost closeted industry. And this lack of visibility has set the industry back by more than a decade, lagging behind its global counterparts. INTIMASIA, India’s largest intimate apparel trade event, is poised to change this scenario. It will be held at the Adlux International Convention and Exhibition Centre in Ernakulam, Kochi on 8-10 March, 2018. INTIMASIA will be a 3-day affair that will bring all industry stakeholders together to contemplate the existing pitfalls in the industry and decide on a way forward.

Brands to make it a Gala Affair-Inner Secrets magazine, with an experience of steering through the highly unorganized intimate apparel industry for more than a decade, is the spearheading force behind this event. And given their thorough understanding of the industry and the market it caters to, it is of no surprise that they have chosen Kerala, the most promising state in India for intimate wear business, as the destination of the first edition of INTIMASIA.

It will be a gala event as more than 70 intimate wear brands from all over the country will participate in this event and exhibit their designs and products. INTIMASIA is a fabulous opportunity for all the brands to infiltrate the Kerala market where there is a huge demand for branded intimate wear products. Kerala has a literacy rate of 94%. The education and upbringing of Keralites automatically make them extremely conscious of product quality. Add to that the economic growth of the state leading to considerable rise in the per capita income of the Keralites. And then it becomes clear why most Keralites prefer wearing branded intimate wear. But the current 2500+ Multi Brand Outlets (MBOs) are not enough to meet the existing demand.

The intimate apparel market in Kerala is mostly occupied by local brands. So, all the popular pan-Indian brands will be coming to INTIMASIA with the hopes of exploring this favourable market and expanding their businesses to the state. Kerala has been ranked second by the World Bank in the Investment Climate Index among all states of India. The ranking speaks volumes about Kerala being one of the best places to set up a business.

Yusuf Dohadwala, the CEO of the Intimate Apparel Association of India and one of the most influential thought leaders in the industry, says, “INTIMASIA will be the largest intimate apparel trade event in India. It’s only apt that we host the event in Kerala where the intimate apparel industry is projected to have an annual turnover of INR 5000 crores.” Mr. Yusuf predicts that lingerie retail in India is slated for a revolution that will be kick started at INTIMASIA with the proliferation of brands entering the highly rewarding Kerala Market.

INTIMASIA – A first of its kind Platform for Networking – INTIMASIA will be a 3-day affair with constant industry interaction. From brands to manufacturers, retailers to distributors, agents to consumers, everyone will be present at the event to engage and strategize together. There will be workshops and seminars hosted by industry experts, fashion shows, talk shows, gala dinner and so much more at the event. Ms. Sheela Kochouseph, the Managing Director of Kerala’s leading intimate wear brand V-Star Creations, Mr. Sanjay Dawar, Managing Director of Bodycare Creations, will be present at INTIMASIA with their years of experience in the industry. All retail giants, foremost distributors of Kerala will also be present to provide valuable insight into the workings of the industry in Kerala. So, anyone, who wants to step foot into the intimate wear business and make a mark in the industry, must not miss this opportunity of associating with all the industry bigwigs at INTIMASIA.