Venky Vembu
In the Vanities
No one wears panities
—- Ogden Nash, Theatrical Reflection
In the early 1990s, when the Indian economy was opening up to the world, foreign consumer brands, in the first flush of excitement, came tripping over themselves to sell to “one billion” Indian customers. But after all the low hanging fruit had been plucked, they had to work hard to ferret out ‘niche’ markets that they could sell to: and one of those hitherto-unexplored markets in India, which had remained outside their reach, was the market for intimate women’s apparel.
At that time, a market research agency came out with a well-padded (and, perhaps, underwired) report that claimed – presumably after surveying women in the most remote tribal belts – that nearly 98 per cent of women in India did not wear any kind of undergarments. It then claimed, on the basis of this titillating bit of statistic, that there was clearly a vast and unfulfilled demand for women’s innerwear. Predictably, it had well-established international lingerie brands all out of breast breath and pant(y)ing with excitement at the big market that lay tucked away – out of sight of prurient eyes – beneath the demure vestments that Indian women wore. Continue reading