Rising pool access, beach travel boost India’s swimwear market

India’s swimwear market is gaining momentum, driven by greater pool access in modern housing and a surge in beach-focused travel that’s creating an expanding base of recreational swimmers. Retailers operated by Trent to Reliance Industries are expanding their assortments to include everything from modest skirted suits to bikinis and monokinis. Sports brands such as Speedo and Decathlon are widening their ranges, while newer entrants — such as Blissclub Fitness and Instagram-first labels — are moving in to attract female shoppers. Speedo, operated locally by Page Industries, plans to open five to eight exclusive stores annually over the next three years, building on its current network of about 35 outlets. “As the swim infrastructure grows in the market, so is the need for swim gear, swim apparel and everything related to that,” Chief Marketing Officer Nihal Rajan told Bloomberg News. How gated communities are making swimming mainstream in India For years, swimming in India was largely confined to private clubs, hotels or institutions with facilities, as limited public pools and high fees kept the sport out of reach for most households. That dynamic is shifting: lap pools, infinity pools and private plunge pools have become routine features in gated communities, while evolving travel habits reinforce the trend. The number of gated communities reached 150,000 across India’s top 50 cities in the year ended March 31, according to Redseer Strategy Consultants. Data from EY shows beaches are the most popular travel choices, with 81% of domestic tourists opting for it. Airbnb ranked Goa among the most-searched destinations for female travelers last year. India’s swimwear market nearly doubles to $98.4 million Swimwear demand is rising in tandem. The market has nearly doubled to $98.4 million between 2020 and 2025, outpacing overall apparel growth, according to Euromonitor. That momentum has attracted a wider mix of domestic and international brands, 6W Research said, with online marketplaces making the once-niche category more accessible. Speedo, which also sells through thousands of multi-brand retailers, is broadening its focus beyond competitive swimmers to target recreational and lifestyle users. Decathlon sees similar strong potential. The category is growing 14% annually as more Indians take up swimming for fitness, travel and recreation, Hans Peter Jensen, sports director at Decathlon India, said in an emailed response to Bloomberg. Why modest swimwear styles are winning over Indian shoppers Still, selling swimwear in India requires a nuanced approach. Cultural norms means many shoppers — especially women — prefer more modest styles than those common in Western markets, fueling demand for tankinis and layered cover-ups. “Something I noticed is that not everyone is comfortable wearing a string bikini”, said Nefertari Joshi, founder of online label Nef’s Finds. With many Indian women having pear-shaped bodies, the brand introduced bottoms with “more coverage” and has helped popularize tankinis, or bikinis with tank tops, she said. Even though it started selling swimwear last year, it has grown to account for about 30% of the company’s revenue, she said. The category remains somewhat seasonal, with demand peaking in the summer months, according to 6W Research. For Mahima Maitra, a 24-year-old lawyer in New Delhi, bikinis became a necessary purchase ahead of a trip to Kerala in India’s southern coast. Expecting beach visits, she bought her first branded set last year, a high-waisted style from Westside costing about 1,500 rupees (nearly $16). “I had just started earning and I thought it would be really nice to gift myself,” she said. “You still don’t really see so many people wearing a bikini. So I just wanted to get a bikini set I don’t feel super-duper shy wearing, but at the same time I do feel nice when I look at myself in that.” By Satviki Sanjay

Rising pool access, beach travel boost India’s swimwear market

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Rising pool access, beach travel boost India’s swimwear market

How Bottega Veneta weaved China’s forever it bag