'How We Helped Build Wacoal India Into A Premium Lingerie Brand With 18+ Exclusive Stores By Focusing On Fit, Not Just Volume': Pooja Merani, COO

In India, conversations around intimate wear are slowly evolving, but issues like proper bra fit, inclusive sizing and awareness still remain widely overlooked. Pooja Merani, COO of Wacoal India, shares insights on why many women continue to compromise on fit and quality, the importance of inclusive sizing in the lingerie industry, and how the right bra can significantly boost comfort and confidence. She also talks about breaking taboos around intimate wear and adapting global lingerie expertise for Indian women.

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Pooja Merani: How The Right Fit Builds Confidence

In India, intimate wear has historically been approached more as a volume-driven category rather than one led by fit. Developing multiple sizes that are inclusive requires deeper technical expertise, more inventory management, and a real commitment to actually understanding diverse Indian body types. It’s an investment that hasn’t been prioritised yet. 

However, Pooja Merani does believe that the industry must move on from a volume mindset to a more structured size-inclusive system backed by proper education in fit, function and style. It also requires retailers to train staff, invest in fit consultations, and normalise open conversations around body diversity. Inclusivity cannot be an afterthought; it must be integrated into the design and development process from day one. “It was very early in my journey with Wacoal. I’ve seen women walk into the store unsure and slightly hesitant, and then completely transformed after a proper fitting session. I’ve realised that when a bra fits correctly, that is when it supports without digging in and lifts without discomfort, the posture, the expression, the confidence, it all changes.” It’s a very subtle but powerful transformation. And that’s when she realised intimate wear is not just about being functional but also deeply related to how women can feel confident in their own bodies. 

At Wacoal, we believe that education leads to empowerment. We lay a heavy emphasis on fit consultations, awareness campaigns, and conversations centred around comfort and health rather than the glamour quotient alone. We approach communication with sensitivity – we strive to normalise discussions around sizing, breast health, and body changes across various life stages. Be it in-store fittings, digital content or community engagement, the idea is to make intimate wear less taboo and more matter-of-fact. Mindsets tend to gradually shift and expand when one leads with knowledge rather than shock value. 

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Blending Japanese Craftsmanship With Indian Fit Needs

Our Japanese roots give us a strong foundation in craftsmanship and meticulous fit development. The Japanese design philosophy is deeply detail-oriented, where every millimetre matters. We bring the precision and innovation of Japan, while thoughtfully adapting design, fit, and experience to serve the unique needs of Indian women. We bring our global product innovations, such as advanced support structures, seamless construction, and cooling fabrics, while adapting styles and collections to align with Indian wardrobe needs, modesty preferences, and seasonal climates. Indian women have such distinct body types that are further punctuated by climate and lifestyle demands. In order to adapt to India, we conduct extensive fit trials, modify cup constructions, adjust wire shapes, and select fabrics that are suitable for our weather. It’s all about combining global expertise with local insight. That balance is critical. 

Why The Right Bra Size Matters More Than You Think

One of the most common mistakes is wearing the same size for years without reassessing one’s size. A woman’s body undergoes various changes across various life stages – age, lifestyle, hormones, or motherhood can change her body in more ways than one. However, she often never changes her bra size. Apart from this, another mistake is choosing band sizes that are too loose and cup sizes that are too small. This can lead to discomfort and a lack of support. Many women also give more emphasis to appearance over structure. A bra may look beautiful, but if its bands, straps and cups aren’t working together correctly for you, it won’t provide you with the right support. Regular fittings and understanding how a bra should actually feel can make a significant difference. It absolutely is. Intimate wear is one of the most personal categories in fashion. It’s closely related to confidence, body image, and comfort; these are things that women reckon with more often.  “Being a woman in this role allows me to understand, not just intellectually but emotionally, the hesitations, concerns, and aspirations that women have. It makes this work all the more purposeful. For me, it’s not just about sales numbers but about the impact.”

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From Aesthetics To Engineering: The New Meaning Of Premium Lingerie

A decade ago, functionality and aesthetics were often seen as separate. It was understood that you can only have one over the other. However, today, women expect both aesthetics and functionality to go hand-in-hand. Women are far more aware of fit, fabric technology, breathability, and long-term comfort. They are also more confident when it comes to asking questions and demanding value. ‘Premium’ today goes beyond just lace or branding. It’s about engineering, durability, and how the product makes you feel at the end of a 10-hour day. 

Merani firmly believes that growth cannot come at the cost of comfort. In fact, sustainable growth only comes from creating products that are comfort-first. “I invest heavily in research, customer feedback, and training our in-store teams. When you truly understand the consumer, their lifestyle, pain points, and aspirations, product development becomes much more insight-led and meaningful. And if the product works exceptionally well, then growth follows organically.” One of her biggest learnings has been that patience and education are everything. The Indian intimate wear market is evolving, but it still requires consistent awareness-building. In this category, you cannot rush trust. You have to build it slowly and steadily, one fitting session and one satisfied customer at a time. When the consumers experience the difference in fit and comfort, they themselves become your strongest advocates. 

Why Awareness Is Key To Changing Intimate Wear Habits

It often comes down to awareness and habit. Most women prioritise outerwear because it’s visible. Intimate wear is seen as secondary. There’s also a long-held misconception that discomfort is normal, that straps digging in or bands riding up are just part of the experience. But they’re not. When women realise that a well-constructed bra can last longer, feel better, and improve their posture, and, in turn, their confidence, the mindset shifts from intimate wear being an expense to an investment. And this is the shift we are working towards continuously.

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