The premium men?s inner-wear market in India has become a burgeoning business, with a market size over Rs 800 crore and growing at an annual rate of 40%. The fast-paced growth signals that Indian men have turned much more experimental and coordinate their inner-wear much like they pick the right tie for a suit.

International brands like Calvin Klein, Fruit of the Loom and Jockey see huge potential for the designer inner-wear market in India, thanks to the growing awareness among well-travelled Indian youth clued into global trends. Indian men in the 16-35 years age group are particularly more brand-conscious when it comes to inner-wear, according to officials of some of the global inner-wear brands.

Some of the premium products are priced over Rs 1,200 depending on the style and cut, but clearly, there has been no sticker shock. Encouraged by the market, leading international brands are chalking out major expansion plans.

Premium inner-wear brand Calvin Klein Underwear (CKU) has laid out aggressive plans. Brand Marketing India which launched CKU in the country, opened 75 points of sale across 13 cities in the first three years. It is planning to open additional points of sales in new and existing cities, underlining the huge potential of this market.

Even the mid-premium segment is estimated to be over Rs 2,000 crore, where US-based brand Jockey holds about 20% share. Men?s inner-wear sales contribute to the majority of Jockey?s revenue, outstripping revenues from the women?s inner wear business by a 3:1 ratio.

Jockey is manufactured and distributed by Page Industries, the exclusive licensee for the international brand in India, Nepal, Sri Lanka and Bangla-desh. In 2009, Page Industries has both expanded existing facilities and set up new manufacturing facilities to cater to different countries. It has four units in Bangalore. With 55 exclusive brand outlets and over 17,000 retail outlets in India, Page has spent Rs 8.8 crore for brand-building and Rs 37.7 crore for expanding production.

Says Abhishek Tibrewal, chief marketing officer, Crusoe, which recently launched its men?s inner-wear range: ?Younger men are definitely experimenting with inner-wear, showing off waistbands. We have designed our garments to cater to this need. We are looking at a share of around 30% by the end of 2014 in the men?s premium inner-wear segment.?

Indian young men even love the wild prints and are willing to wear stripes, polka dots, hearts or the preppy prints, say marketers.

Says Shrikant Raghavan,vice-president, sales & marketing, Fruit of the Loom India: ?Consumers in our country have become extremely discerning. The product range in India offers a good mix of fashion and comfort at the right price points.?

Rupa & Co enjoys the leading position in the domestic market, with an annual turnover of over Rs 530 crore. Last fiscal, the company posted a net profit of Rs 25.23 crore, up by 77% compared with the previous year. Currently listed at the Calcutta Stock Exchange and the Jaipur Stock Exchange, the company is planning list on BSE.

Says media planner Arindam Bhattacharyya: ?It?s more about the association with the brand you relate to, its style and fashion statement. When we pay so much attention to our dressing every day, then why not the inner-wear that we wear. It?s also part of dressing and overall grooming,? he says.