Over the past few years, the Indian swimwear market has evolved significantly, with a surge in diverse brands offering both premium designs and affordable options. This shift is filling the gap that once existed between sporty and high-end designer swimwear, creating a more inclusive and accessible space for Indian consumers.
In May, actor and former Miss World Manushi Chhillar launched her swimwear label, Dweep, in collaboration with stylist Sheefa J. Gilani. Chhillar explained, “Our goal is to create a brand that suits Indian body types. We’ve found a sweet spot between fast fashion and designer wear.” This launch comes at a time when Indian swimwear is gaining increasing acceptance, both domestically and internationally.
For years, Indian designer brands like Shivan & Narresh and Verandah by Anjali Mehta Patel have been at the forefront of luxury swimwear. But the landscape has shifted, with mass-market retailers such as Westside introducing swimwear through their Wunderlove collection. Independent brands, too, are flourishing. Shivangini Parihar, founder of The Summer House, which has sold swimwear since 2017, notes that consumers are more confident in purchasing Indian swimwear, appreciating both the style options and quality.
This boom in swimwear popularity can be attributed to several factors. According to Nashan Naidoo, head of customer and beauty at Trent Ltd (which operates Westside), the Indian consumer mindset has evolved. "People are now more open to wearing swimwear when they travel. The convenience of swimwear, especially during vacations or staycations, is appealing," he says. The post-COVID travel boom has further fueled this trend, with Indians spending an average of ₹12,500 crore on foreign travel in FY 2023-24, according to the Reserve Bank of India. The growing popularity of weekend getaways also contributes to the demand for stylish swimwear.
The retail experience has also shifted. Swimwear is now more readily available in stores with spacious layouts, often staffed by women sales personnel in the swimwear sections—making it easier for customers to browse and shop comfortably. In the past, Indian retail offered limited space for swimwear, often relegating it to niche boutiques or international vacations.
For women like Kochi-based filmmaker Anoodha Kunnath, the change is particularly welcome. A decade ago, Kunnath struggled to find swimwear that fit well and wasn’t prohibitively expensive. "The nice-looking ones in my size were priced at ₹14,000 or more, which felt extravagant for something I didn’t wear frequently," she recalls. However, she now finds herself turning to homegrown labels like The Summer House and Coco Palm, which offer stylish options at more affordable prices.
Brands are catering to a wide variety of styles, from high-waisted bottoms and vintage one-pieces to sporty cutouts and modest swim skirts. There’s also a growing demand for versatile products like wraps and cover-ups that allow women to transition from the beach to a bar or family lunch. Labels like Dweep and Sazo offer swimsuits ranging from ₹6,999 to ₹14,999, while Westside’s prices start at ₹2,199, making swimwear more accessible than ever before.
A key element in this growth is the shift in body image and the increasing confidence of Indian women. As Parihar observes, "We are seeing women with larger sizes choosing more daring, sexy swimwear, which was previously not the norm." Naidoo adds, "The Indian woman's attitude is changing—there's no longer a need to hide curves. Women are embracing their bodies with confidence."
This acceptance of diverse body types is empowering for many. Tanisha Singha, a Goa-based mixologist and swimwear model, shares how her first experience wearing a swimsuit transformed her self-confidence. "I never thought I could wear a swimsuit," she says, "but when I did, it gave me a lot of confidence. Now, I even model swimwear for brands like Goya Swim Co. and Luam."
For brands like Sazo, the market for swimwear is largely driven by vacationers. Founder Saoni Daini mentions that her brand’s vibrant swimsuits, often featuring playful digital prints, have become popular among those seeking something fun and different. Her recent collaboration with SpongeBob reflects the trend toward more bold and creative designs.
However, not all challenges have been overcome. Some brands still struggle with finding the right fit and creating a consistent brand language. Vivek Agarwal, founder of Indian swimwear brand OOKIOH, notes that for many smaller brands, economies of scale can be difficult to navigate, and sizing and fit remain key issues. Consumers also want designs that speak to their personal style and make them feel confident and comfortable.
As Indian swimwear continues to grow in popularity, the focus remains on offering affordable, stylish, and inclusive options. Whether it’s a chic one-piece or a bold bikini, swimwear is now seen as an essential part of modern Indian fashion—especially for those heading to the beach or pool.
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